Report: This is Apple’s upcoming launch date – and these are the expected innovations

The most significant sign leading up to the event came from within Apple itself. According to a report published based on information from company employees, Apple has opened a special program for store employees in the United States that allows them to compete for the right to come to the Apple Park campus in California and assist in a press event to be held in the first half of September. The employees who will be selected are supposed to help with welcoming guests, directing journalists, registering participants and logistical activities surrounding the event.

The exact date has not yet been given to employees, but the two dates considered most likely are September 8 and 9. Of the two, Wednesday, September 9, is now emerging as the leading option. The reason is also related to the American calendar: Monday, September 7, is Labor Day in the United States. In the past, in years when Labor Day fell close to the iPhone event, Apple sometimes preferred Wednesday so as not to require journalists and guests to come to California on the day of the holiday or immediately after it.

The center of the event is expected to be the iPhone 18 Pro and iPhone 18 Pro Max. According to the latest leaks, their external design is not expected to undergo a revolution compared to the current generation, but there may be some significant changes under the hood. Among other things, this is a new A20 Pro chip that will be manufactured in a 2-nanometer process, which should improve performance and power efficiency, and more economical screens that may contribute to extending battery life.

The photography system is expected to receive an upgrade with the option of a variable aperture on the main camera. The technology may allow better control over the amount of light reaching the sensor and background blurring. Other reports indicate a smaller dynamic range at the top of the screen, although there are still conflicting versions on this point. According to some reports, the Pro Max model is expected to have a larger battery, which will also result in a slightly thicker body.

But the big star of the evening may be a completely different device. After years of rumors and developments, Apple is expected to unveil its first foldable iPhone, which is called the iPhone Fold during the leaks and the iPhone Ultra in more recent reports. The final commercial name has not yet been revealed.

Apple Launch Week | Photo: Apple

The device is expected to open like a book. The external screen will be about 5.5 inches in size, and when opened, an internal screen will be about 7.8 inches in size and with an aspect ratio more similar to that of an iPad. Apple’s goal is reportedly to reduce as much as possible the folding line in the center of the screen, one of the most prominent shortcomings of foldable phones since they appeared on the market.

Apple’s most expensive and advanced device may return to a technology that the company almost parted ways with on iPhones: fingerprint recognition. Due to space constraints in the thin, foldable body, the device is expected to forgo the facial recognition system and use a Touch ID sensor that will be integrated into the side button. The device is expected to receive two rear cameras, an A20 series chip, and software that will allow you to use the wide screen to run two apps side by side.

The price may be extremely high. Industry estimates range from $2,000 or more, and some analysts estimate that some versions could reach $2,500. The device’s availability is also still questionable. Reports in recent months have pointed to manufacturing difficulties, especially around the screen and folding mechanism, so Apple may unveil it in September but start selling it only a few weeks later. Even if it arrives in stores along with the Pro models, initial inventory is expected to be limited.

Alongside the iPhones, Apple is also expected to unveil the Apple Watch Series 12 and the Apple Watch Ultra 4. Unlike the foldable phone, watches are not currently showing signs of a design revolution. Reports mainly point to a new, faster chip, improved battery life, and upgrades in health and fitness monitoring. A new Apple Watch SE model is not expected this year.

One of the most intriguing changes will not be in the product itself, but in the way Apple manages its launch schedule. Unlike previous years, the regular iPhone 18, iPhone 18e, and the second-generation iPhone Air are not expected to be unveiled in September. According to consistent reports, Apple plans to move them to a separate launch in the spring of 2027. This means that this year’s fall event will focus almost entirely on the company’s most expensive devices.

If the event does take place on September 9, pre-orders for the iPhone 18 Pro models are expected to open on September 11 or 12, and the launch in stores could begin on September 18. The timetable for the foldable iPhone is less certain, and it may come to market at a later date due to the complexity of production.