Apple announced this Wednesday that its next launch event will take place on September 9, with the slogan “Surprise and Shine”. The appointment generates anticipation because it coincides with a moment of change in the company's leadership and with persistent rumors about a product that many users have been waiting for a long time.
The meeting is presented as one of the most relevant in recent years. According to reports circulating in the industry, the company is ready to showcase its highly anticipated foldable iPhone, a device that would mark a leap in the brand's catalog.
Additionally, it will be Apple’s first official event with John Ternus at the helm. Ternus is scheduled to take over as CEO on September 1, replacing Tim Cook. The leadership transition adds extra symbolic weight to the presentation.
In the mobile section, the company is expected to present the new iPhone 18 Pro and iPhone 18 Pro Max. Available reports indicate that these models would arrive as relatively iterative updates, without a deep redesign compared to the previous generation.
What to anticipate in hardware and software
The same sources indicate that the standard iPhone 18 will not be part of this announcement and will be reserved for next year. This decision reinforces the idea that the focus in September will be on the Pro models and, eventually, on the foldable device.
The arrival of the Apple Watch Series 12 and the Apple Watch Ultra is also expected, along with new devices aimed at smart home technology. These launches complete the range of products that usually accompany the presentation of the iPhones.
