Apple is set to hold its major September product event on Wednesday, September 9, with the company expected to introduce its next-generation iPhones and other devices.
One of the biggest changes this year is the expected absence of the standard iPhone 18 from the September launch. Instead, Apple is expected to focus on its higher-end models, including the iPhone 18 Pro and iPhone 18 Pro Max, as well as its first foldable iPhone.
The standard iPhone 18, the more affordable iPhone 18e, and a second-generation iPhone Air are reportedly being held for a later launch, with March 2027 emerging as the expected timeframe.
The change would mark a departure from Apple’s long-running practice of introducing its main iPhone lineup together during its September event.
iPhone 18 Pro Models Expected
The iPhone 18 Pro and iPhone 18 Pro Max are expected to retain much of the design language introduced with the iPhone 17 Pro, while receiving several internal and camera upgrades.
Reports have pointed to a variable-aperture main camera, a smaller Dynamic Island, and Apple’s C2 cellular modem. Four colour options have also been reported: dark cherry, black, silver, and light blue.
Apple has not yet announced pricing for the new models. Previous reports have suggested that the Pro lineup could cost more than the current generation, although final UAE pricing will only be known once Apple officially announces the devices.
The iPhone 17 Pro currently starts at Dh4,699 in the UAE for the 256GB model.
Apple’s First Foldable iPhone
The other major expected announcement is Apple’s first foldable smartphone.
Reports suggest the device could be marketed as the iPhone Ultra rather than the previously expected iPhone Fold. The handset is expected to use a book-style, passport-like design and could feature 12GB of RAM and Apple’s A20 Pro chip.
The foldable is also expected to have two rear cameras instead of the three-camera system found on Apple’s Pro models. Another reported change is the use of Touch ID rather than Face ID.
However, availability could be more limited at launch.
Apple analyst Ming-Chi Kuo has previously pointed to manufacturing challenges affecting early production, while reports have suggested that pre-orders could begin later in 2026 and that the first release may be limited to the US market.
That could mean UAE customers will have to wait longer for Apple’s first foldable, even after the device is officially unveiled.
Why the iPhone 18 Lineup Is Changing
Apple’s decision to split the iPhone launches is expected to give the company more room to position its different models throughout the year.
With the iPhone range now spanning several price points and formats, separating launches could reduce the number of models competing for attention simultaneously.
Production costs may also play a role. The next-generation iPhones are expected to use more advanced chip technology, and delaying lower-cost models could give Apple additional time to manage production and component costs.
Apple has already moved away from launching every model at exactly the same time. The iPhone 16e, for example, arrived several months after the rest of the iPhone 16 lineup.
What Buyers Can Expect
For customers looking to purchase a new iPhone this month, the main expected choices will be Apple’s premium models.
Those wanting the latest standard iPhone may instead have to wait until 2027, while buyers interested in the foldable will need to consider potentially limited availability during its initial rollout.
Another option will be Apple’s existing iPhone 17 lineup, which is expected to remain available alongside the new models.
For consumers who upgrade every few years rather than annually, the staggered launch may have little impact. For buyers whose current phone needs replacing immediately, however, the timing could complicate the decision.
Apple’s September 9 Event
Apple’s “Surprise and Shine” event is scheduled to take place at the Steve Jobs Theater, beginning at 10 am Pacific Time, or 9 pm UAE time.
The event is expected to run for around 90 minutes and will be streamed through Apple’s website, YouTube, and the Apple TV app.
The company is also expected to introduce new wearable and audio products. Possible announcements include the Apple Watch Series 12, potentially with a ceramic case option, the Apple Watch Ultra 4, and two new AirPods 5 models.
Pre-orders for the new Pro iPhones are expected to begin on September 12, with retail availability potentially following on September 18.
Apple is also expected to release iOS 27 shortly after the event, with September 14 reported as the possible release date.
The event will give Apple its first major opportunity to showcase the new iPhone strategy, with the company placing greater emphasis on its premium models while pushing its more affordable iPhone 18 lineup into a later part of the product cycle.
