Get ready for Apple’s new products, expected to include the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable model, the iPhone Ultra.
As expected, Apple has sent invitations to the media for a new product launch event on 9 September, corresponding to midnight on 10 September Thai time.
The main slogan Apple is using is “Surprise and Shine.” The event is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max, and the company’s first foldable iPhone, reportedly called the iPhone Ultra. There will be no standard iPhone 18 model this year, as Apple plans to launch the more affordable version in early 2027 instead. This represents a major shift in Apple’s iPhone launch cycle, moving away from releasing all models together in September.
In addition to the iPhone 18 Pro and foldable phone, Apple is also set to unveil the Apple Watch Series 12 and Apple Watch Ultra 4. There is potential to see new smart home devices, including a long-rumored Home Hub, a new Apple TV 4K, and an updated HomePod mini. Software update release dates for iOS 27, iPadOS 27, and macOS Golden Gate are also expected to be announced.
Apple will broadcast the event live on its official website, YouTube channel, and the Apple TV app.
At the same time, this event is especially significant as it is the first keynote following a leadership change. John Ternus, Senior Vice President of Hardware Engineering, will debut as Apple’s new CEO, succeeding Tim Cook.