Apple has officially scheduled its next major product launch for September 9 at 1 PM ET, streaming live on Apple’s website and YouTube. The keynote marks the first major product showcase led by incoming CEO John Ternus, who officially succeeds Tim Cook on September 1.
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The focal point of the presentation is expected to be a major overhaul of Apple’s smartphone portfolio, headlined by the company’s first foldable device. Code references within iOS 27 point to a flagship model, potentially named the iPhone Ultra, designed to unfold into a tablet-style format that provides iPad Mini-like utility.
Reports indicate Apple will split the launch of the iPhone 18 generation across two distinct release windows:
- Fall Releases: High-end hardware, including the iPhone 18 Pro series and the new foldable iPhone Ultra.
- Spring 2027 Releases: Entry-level and mid-tier hardware, including the standard iPhone 18, the iPhone 18e, and the iPhone Air 2.
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Artificial intelligence will form the central narrative of the event. Building on the cross-platform architecture outlined at WWDC, Apple is centring its presentation on “Siri AI” and the broader Apple Intelligence suite. Rather than detailing isolated features per operating system, the keynote will focus on deeply integrating contextual AI capabilities across devices.
While hardware announcements will prioritize the iPhone lineup, Apple is also developing an expanded ecosystem of connected home products built around its upgraded Siri AI backend. Products currently in development include a dedicated home automation smart display, a refreshed HomePod mini, an updated Apple TV set-top box, and new iPad models. However, primary keynote airtime will remain dedicated to the new phone lineup.
