Apple will livestream its September 2026 hardware launch on September 9, spotlighting a premium lineup including a rumored $2,000 foldable iPhone and next-generation Pro devices, signaling a shift in product rollout strategy amid supply challenges.
- Foldable iPhone rumored to cost around $2,000
- Focus on premium iPhone 18 Pro models and Apple Watch updates
- Base and mid-tier iPhones expected in spring 2027
What happened
Apple’s annual September event will be held on September 9, 2026, streamed live at 10 am Pacific time across Apple’s website, YouTube, Apple TV devices, and Apple TV+ service. This marks a continuation of Apple's post-pandemic approach to product announcements through prerecorded videos, supplemented by media presence on campus.
The event is widely anticipated to introduce a highly anticipated foldable iPhone priced around $2,000, alongside the launch of premium iPhone 18 Pro and Pro Max models, as well as new iterations of the Apple Watch Series 12 and Apple Watch Ultra 4. Other devices, such as the base iPhone 18 and mid-tier models, are expected to debut later in the spring of 2027.
Why it matters
The debut of a foldable iPhone would place Apple firmly in the emerging foldable market, potentially resetting expectations for smartphone form factors and pricing. This expensive first entry underscores Apple’s strategy to emphasize premium hardware while navigating ongoing global supply and memory shortages.
Delaying the launch of base and mid-tier iPhones serves multiple purposes: it manages scarce component availability, allows Apple to maintain hype for its premium models, and encourages adoption of its new iPhone leasing program designed to promote higher-margin sales and customer retention.
What to watch next
Apple is expected to open preorders for the newly announced devices on September 12, a day later than usual out of respect for the 9/11 commemoration. Following the event, official software updates including iOS 27 and macOS 27 are anticipated to launch promptly, aligning with the hardware refresh.
Beyond September, Apple may introduce additional products such as a new iPad Mini, refreshed MacBooks, and further home devices during events scheduled for October. Observers should keep an eye on the timing and availability of the rumored AirPods Pro with visual AI capabilities, which might be delayed until later in the year or even 2027.