Apple has finally put a date on the mystery. The technology giant’s next major hardware event is officially happening on Sept. 9 at 10 a.m. Pacific time, bearing the cryptic tagline “Surprise and shine.” For the sleep-deprived faithful in the Philippines, that translates to brewing a strong pot of coffee for a 1 a.m. stream on Tuesday, Sept. 10. The company’s invite shows a shimmering, iridescent logo that leaves plenty to the imagination.
While Apple’s teasers never explicitly say “iPhone,” September is the company’s traditional playground for flagship launches. This year, the spotlight is expected to hit the iPhone 18 Pro and iPhone 18 Pro Max, but the actual showstopper might just fold in half.
Persistent rumors suggest Cupertino is ready to unveil a passport-style foldable phone that opens into a virtually crease-free, 7.8-inch internal display. Tentatively dubbed the iPhone Ultra or iPhone Fold, this theoretical flagship could sport a titanium chassis measuring a thin 4.5mm when unfolded. To pull off that sleek profile, Apple is reportedly ditching the traditional Face ID housing on the inner screen in favor of Touch ID integrated directly into the side power button. It will serve as a direct, albeit expensive, challenge to Samsung’s long-running dominance in the space — with whispers pegging the entry price of this folding marvel at $2,000 (roughly ₱123,454).
What the Apple iPhone Ultra or Apple iPhone Fold could look like
As for the traditional glass slabs, the iPhone 18 Pro lineup is heavily tipped to run on a bleeding-edge A20 Pro chip built on a 2-nanometer process alongside a C2 modem. More importantly, the true focal point is shaping up to be the imaging system. Whispers point to a variable-aperture camera arriving on the Pro Max, giving mobile shooters physical control over depth of field and low-light performance without relying solely on computational tricks. A smaller Dynamic Island and tweaked Face ID sensors are also reportedly on the table.
The hardware parade won’t stop at smartphones. Industry watchers anticipate updates across the wearable lineup, including upcoming iterations of the Apple Watch Series 12 and refreshed AirPods models to round out the holiday catalog.
There is an added layer of historical weight to this particular keynote, too. It will be the first major product reveal under John Ternus, who takes the CEO reins from Tim Cook on Sept. 1. The pressure is undoubtedly on for his inaugural presentation in the top job to go off without a hitch.
Then comes the inevitable wallet damage. Currently, the iPhone 17 Pro starts at $1,099 globally and ₱79,990 in the Philippines, while the Pro Max sits at $1,199 and ₱86,990. Brace yourself, because the cost of admission is reportedly climbing. Supply chain estimates linked to advanced chip manufacturing and memory costs suggest the iPhone 18 Pro could skyrocket to $1,399 — which would land somewhere around ₱86,367 locally based on standard price tiers sans taxes — with the iPhone 18 Pro Max potentially starting at $1,499 (around ₱92,544). While Apple has yet to confirm these hikes, if the rumors pan out, the Ternus era will kick off with both a radical shape for the iPhone and a hefty premium to match.
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