Apple September 2026 Event: Everything We Know About the iPhone 18 Pro, Foldable iPhone, Price Hikes, and John Ternus's First Launch as CEO

Employees interested in working the event must apply by August 8, with selected workers notified by August 17 .

The Products: iPhone 18 Pro, Pro Max, and the First Foldable iPhone

This event is expected to feature the most new product announcements of any recent Apple launch, with reports pointing to 10+ new devices in Ternus's first wave . The headliners:

iPhone 18 Pro and iPhone 18 Pro Max — The flagship Pro models are rumored to feature a new 2nm A19 chip, an upgraded camera system with a variable aperture, and higher starting prices .

Apple's first foldable iPhone — Described by Bloomberg as "the marquee first product of the Ternus era," the foldable iPhone is expected to be Apple's biggest new product category in a decade . It may be branded as "iPhone Ultra" or under a separate foldable name .

Other rumored products in the pipeline — which may launch at this event or later in the year — include an iPhone Air 2, touchscreen MacBooks, a foldable iPad, and new AirPods .

Significant Price Increases Expected

Multiple analysts and reports point to notable price hikes for both the Pro lineup and the foldable iPhone.

iPhone 18 Pro and Pro Max: Estimates cluster around a $200–$300 increase over the current iPhone 17 Pro . GF Securities analyst Jeff Pu recently downgraded Apple to "Hold," specifically citing anticipated $200–$300 Pro price increases due to rising costs for TSMC's 2nm silicon wafers and higher NAND/DRAM memory prices . The Wall Street Journal estimates a starting price of $1,399 or higher for the iPhone 18 Pro, up from $1,099 for the iPhone 17 Pro . More conservative estimates from Bloomberg's Mark Gurman suggest a $100–$200 increase , while JP Morgan projects a more modest $50 increase . The wide range reflects uncertainty about how Apple will balance component cost pressures with consumer demand.

Foldable iPhone: Expected to "cross the $2,000 threshold," with analyst Ming-Chi Kuo suggesting it could exceed $2,500 . Bloomberg reported that Apple's first foldable will be priced north of $2,000 .

John Ternus's First Major Product Introduction as CEO

John Ternus officially becomes Apple's CEO on September 1, 2026, succeeding Tim Cook, who becomes executive chairman . This September iPhone event, occurring less than two weeks into his tenure, will be Ternus's first major product introduction as CEO .

Ternus, previously senior vice president of Hardware Engineering, oversaw development of the devices that generate roughly 80% of Apple's revenue . Bloomberg has reported that the foldable iPhone is the marquee first product of the Ternus era , and the event is expected to feature more new product announcements than any previous Apple launch — reportedly 10+ new devices under Ternus's first wave .

Key Takeaways for Apple Fans and Buyers

• Event date: Most likely Wednesday, September 9, 2026, at Apple Park.
• iPhone 18 Pro/Pro Max: New 2nm chip, upgraded camera, starting price likely $1,299–$1,399 or higher.
• Foldable iPhone: Apple's first foldable device, priced well above $2,000.
• CEO transition: John Ternus takes over on September 1, making this his debut product launch.
• Price increases: $200–$300 for the Pro models; foldable exceeds $2,000 (several analyst estimates).
• Pre-order and shipping dates: Some sources suggest pre-orders on September 11 and shipping on September 18, though these dates remain unconfirmed .