Apple Sets September 10 Event, New iPhone Expected
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.