The upcoming Apple event is scheduled to be livestreamed on September 9 at 10 am Pacific and 1 pm Eastern. Viewers can watch the broadcast directly through Apple’s official website and YouTube channel, as well as on Apple TV devices and the Apple TV+ streaming service. Ever since the Covid pandemic, Apple has moved away from traditional live presentations, instead inviting select media personnel and employees to the Apple campus to watch prerecorded videos of product rollouts. A steady stream of leaks and industry rumors has left consumers anticipating major news regarding high-end iPhones and a long-awaited foldable device.
Anticipated Foldable iPhone and Premium Devices
Thanks to industry leaks originating from sources like Bloomberg, the upcoming showcase is widely anticipated to be the moment Apple finally reveals its heavily rumored foldable iPhone. Market analysts estimate that the device will carry a hefty price tag, with figures hovering around $2,000. In addition to the foldable handset, Apple is expected to direct its primary focus toward ultra-premium hardware, specifically the iPhone 18 Pro, iPhone Pro Max, Apple Watch Series 12, and Apple Watch Ultra 4. Due to rising manufacturing expenses and restricted component availability stemming from an ongoing memory crisis, Apple may push the commercial launch of the standard base iPhone 18 back to the spring of 2027.
Product Strategy and Spring Release Expectations
Delaying the base model allows Apple to build promotional momentum around its more expensive premium lineup while potentially encouraging buyers to enroll in the company’s new iPhone leasing program. Industry watchers believe the mid-tier iPhone 18e and a second-generation iPhone Air will debut during that spring event instead. Furthermore, updated AirPods could make an appearance, though the heavily rumored AirPods Pro featuring built-in cameras to serve as visual eyes for Siri and AI-driven assistance might face delays pushing their arrival to later in the year or into 2027.
Tablets, Computers, and Software Update Timelines
Consumers holding out hope for fresh iPads, Mac computers, or smart home appliances will likely need to exercise patience. Apple already introduced a new Mac Mini and Mac Studio near the end of August, but the technology giant is reportedly planning dedicated events in October to debut new home accessories, an updated iPad Mini, and fresh MacBooks. Regarding the availability of newly announced devices, unconfirmed reports indicate that iPhone preorders will kick off on September 12, which is one day later than the company's traditional schedule, out of respect for the victims of 9/11. The subsequent week is expected to see the rollout of final official software updates, including iOS 27 and macOS 27.
