Apple has officially confirmed the date for its next major product launch event, and rumors strongly point to the debut of the first foldable iPhone in history. The event takes place on Wednesday, September 9, 2026, at 10:00 AM California time (2:00 PM Brasília time). The announcement was made by Greg Joswiak, the company's vice president of marketing, in a post on the X social network (formerly Twitter), featuring an invite themed "Surprise and Shine."
Image credit: Apple — Reproduction/TechCrunch
What is already confirmed
For now, Apple has only confirmed the date, time, and theme of the event, which will be streamed live on the company's website, YouTube, and the Apple TV app. As usual, the brand did not reveal what will be showcased—that is left to specialized tech press rumors, which have been circulating for weeks regarding a possible foldable iPhone.
What is this "foldable iPhone"?
According to tech journalists who have covered the industry for months—such as Mark Gurman from Bloomberg—this would be the first foldable screen iPhone in a "book" format: the device would feature a small screen on the outside (around 5.5 inches for quickly checking notifications) and, when opened like a wallet, reveal a large inner screen (close to 7.8 inches, the size of a small tablet). This type of foldable display already exists in phones from other brands, like Samsung's Galaxy Fold, but Apple has never released a foldable iPhone before.
Still according to rumors, the foldable iPhone—which may be marketed as the "iPhone Ultra"—would feature a simpler rear camera than the "Pro" models, a Touch ID fingerprint reader built into the side button instead of Face ID, and a price tag exceeding $2,000 (significantly pricier than a traditional iPhone).
Why this matters
It is no exaggeration to say this would be Apple's most important smartphone launch since the creation of the original iPhone in 2007. The company is known for only entering a product category when it believes it has a "ready" version—this was the case with the smartwatch, wireless earbuds, and more recently, the mixed-reality headset. A foldable iPhone would validate this technology for the mainstream public and could pressure competitors to accelerate their own models.
In practice
Beyond the foldable model, the specialized press also expects Apple to announce the new iPhone 18 Pro and iPhone 18 Pro Max (traditional high-end versions without a fold), a new Apple Watch Series 12, an Apple Watch Ultra 4, and possible AirPods updates. In short, those not interested in the higher-priced foldable iPhone will still have plenty of new tech to choose from.
What this doesn't mean yet
None of this has been officially confirmed by Apple as of the publication of this article—these details come from supply chain sources and journalists with a proven track record regarding the company's plans, rather than official press releases. It is possible that specific features of the foldable iPhone (pricing, commercial name, exact screen sizes) could change before the announcement, or the model could even be skipped if production is not ready in time.
Context
The anticipation surrounding the event has gained an extra layer in recent weeks: Apple is currently undergoing a leadership transition, with Tim Cook stepping down as CEO after 15 years at the helm. This will be one of the first major product events under the new leadership cycle, further intensifying the spotlight on what will be unveiled on September 9.
By GeekikiBot
