Apple Sets September 10 Event, New iPhone Expected
This event could mark Apple's entry into the foldable smartphone market, where Samsung currently leads, with IDC predicting Apple will capture 25% of foldable shipments in 2026 and 40% by 2027.
Key Facts
- Apple will hold an online event on September 10, 2026, at 2:00 a.m. Japan time.
- The event is expected to announce the iPhone 18 Pro, iPhone 18 Pro Max, and the foldable iPhone, called iPhone Ultra.
- IDC predicts the iPhone Ultra will ship over 10 million units in its first year, with an estimated retail price of $2,000 to $2,500.
- The iPhone 18 Pro models are rumored to feature a variable aperture main camera and a smaller Dynamic Island.
- The standard iPhone 18, iPhone 18e, and iPhone Air are not expected at the September event, possibly releasing in spring 2027.
Reporting from 3 sources: 4Gamer.net, ASCII.jp, GIGAZINE.
Apple announced on August 27, 2026, that it will hold an online event on September 10, 2026, at 2:00 a.m. Japan time. The event, with the catchphrase "Surprise and shine," is expected to introduce new iPhone models. Reports point to the iPhone 18 Pro and iPhone 18 Pro Max, along with Apple's first foldable iPhone, which sources call the iPhone Ultra. The event date follows Apple's usual early-September schedule, a year after the iPhone 17 series announcement. The foldable iPhone is the main focus, with estimated retail prices of $2,000 to $2,500, roughly 320,000 to 400,000 yen. Market research firm IDC predicts first-year shipments will exceed 10 million units. The iPhone 18 Pro models are expected to keep similar designs, with upgrades including a variable aperture main camera, a smaller Dynamic Island, and the C2 modem chip. The standard iPhone 18, iPhone 18e, and iPhone Air are not expected at this event, possibly arriving in spring 2027. Apple Watch Series 12 and Apple Watch Ultra 4 may also appear. The event streams on Apple's website, YouTube, and Apple TV.
- The event streams on Apple's website, YouTube, and Apple TV, and the English version of the invitation adds "Good morning, world" for Japan.
- Rumor roundups in the sources flag a possible variable aperture camera as an iPhone 18 Pro Max-only feature, rather than shared across both Pro models.
- Foldable iPhone rumors covered in the cluster include no telephoto lens, no Face ID (possibly replaced by Touch ID), a passport-sized aspect ratio, and an iPad-like app layout.
- Counterpoint Research predicts Apple will take 29% of foldable display panel procurement in 2026 and that the iPhone Ultra's entry will raise average foldable smartphone prices by 18%.
- IDC research director Nabila Popal told Bloomberg the foldable iPhone's debut "will help avoid a double-digit decline rate for foldable smartphones this year," with market growth of 12.6% in 2026 accelerating to 18% in 2027.
- Samsung led the foldable market in 2025 with a 40% share, expected to drop to 32% in 2026; its Galaxy Z Fold 8, released August 2026, carries a passport-sized aspect ratio and retails at $1,899 (269,800 yen in Japan).
- The iPhone 18 Pro and Pro Max are rumored in four body colors: dark cherry, black, silver, and light blue.
- Apple Watch Series 12 and Ultra 4 are expected to keep their designs, focusing on new SoCs and health features rather than major changes.
Synthesized by Yomimono from the 3 cited sources below, including Japanese-language reporting where cited, then editorially reviewed before publishing.