Apple’s September event is set to unveil its first foldable iPhone, alongside updates to the Apple Watch and home devices, signalling a bold shift in its product strategy this year.
Apple’s September launch event is expected to be dominated by the iPhone 18 Pro range, but this year’s line-up could also mark a sharper shift in the company’s product strategy. Alongside the usual annual refresh for its flagship phones, analysts are pointing to a first folding iPhone, new Apple Watch models and a wider update to Apple’s home devices. The broad picture suggests Apple is preparing a more ambitious autumn than a routine specification bump.
According to MacRumors, the iPhone 18 Pro and iPhone 18 Pro Max are likely to remain visually close to the current generation, but with several notable internal changes. Rumoured upgrades include a faster A20 Pro chip, a variable-aperture ultra-wide camera, a smaller Dynamic Island and under-screen Face ID components, which would reduce the visible front-camera cut-out. Reports also point to a September 2026 launch window for the Pro models, with lower-priced variants such as the iPhone 18e and iPhone Air 2 expected later, around March 2027.
The most striking device in the pipeline is the so-called iPhone Ultra, a folding model that would be Apple’s first in the category. The device is said to feature a 5.5-inch outer display and a 7.8-inch internal screen, opening to a 4:3 aspect ratio that would resemble an iPad mini in miniature. Some reports say Apple may use Touch ID rather than Face ID because of the handset’s thin frame, and that the phone could run on a 2-nanometre A20 chip. Pricing rumours place it well above the standard flagship tier, at roughly $2,000 to $2,500.
Apple’s wearables are also expected to move forward with limited visible change. The Apple Watch Series 12 is said to follow the familiar design language of recent models while gaining a newer chip and modest gains in battery life and health tracking. The Apple Watch Ultra 4 is reportedly being designed with a slimmer profile and additional sensors, with hypertension detection among the features under consideration. If those claims prove accurate, Apple appears to be prioritising function and health monitoring over a major redesign.
The home catalogue may also get attention, though the timing is less certain. A new HomePad is widely expected as a central controller for smart-home devices, with a 7-inch display and support for Apple apps. Updated HomePod and HomePod mini speakers are also said to be in development, with new chips, fresh colour options and support for Apple’s next-generation Siri. An upgraded Apple TV 4K is another likely candidate, with a newer processor, more memory and faster networking. For now, the clearest consensus is that Apple’s September event could be less about one product and more about a coordinated push across the company’s core hardware lines.
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