Apple’s September 9 product launch could mark one of the biggest changes to the iPhone portfolio in years, with the technology giant expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone, while delaying the standard iPhone 18 until 2027.
Apple has officially confirmed its “Surprise and shine” special event for September 9 at 10 a.m. Pacific Time. While Apple has not disclosed which products will be announced, the company is widely expected to focus the event on its next generation of iPhones.
At the Apple September 9 Special Event, TrendForce expects the biggest talking points will be Apple’s first foldable smartphone, the new 2nm A20 Pro processor, camera and battery improvements and potentially significant price increases caused partly by soaring memory costs.
Consumers should not necessarily expect revolutionary upgrades across the entire lineup. Instead, Apple appears to be combining practical improvements in performance, AI processing, cooling, cameras and battery life with its biggest hardware experiment in years: the foldable iPhone.
Apple’s First Foldable iPhone Could Steal the Show
The most important product expected on September 9 is Apple’s first foldable smartphone.
TrendForce tentatively calls the device the iPhone 18 Fold, while other reports have suggested Apple could position the premium device under the iPhone Ultra name. The final branding will not be known until Apple’s announcement.
Whatever the name, the foldable could represent Apple’s biggest change to the physical design of the iPhone since the iPhone X era.
TrendForce expects Apple to emphasize crease reduction, addressing one of the most visible compromises associated with existing foldable smartphones.
Apple is also expected to make several practical trade-offs to keep the device thin enough for everyday use. TrendForce forecasts a dual-camera system rather than the more elaborate camera configuration associated with Apple’s Pro flagships.
Another notable departure could be biometric authentication. The foldable is expected to use a conventional capacitive fingerprint sensor, potentially allowing Apple to avoid some of the internal-space requirements associated with Face ID hardware.
TrendForce analysis of the iPhone 18 series and Apple’s first foldable indicate that the foldable’s commercial impact may initially be limited. TrendForce says Apple’s relatively late shipment schedule and constrained initial production and inventory mean the product is unlikely to immediately transform the overall smartphone market.
Foldable devices are forecast to represent only around 2 percent of global smartphone shipments in 2026.
The bigger significance may therefore be strategic: September 9 could establish Apple’s approach to a new premium iPhone category that it can expand over subsequent generations.
$2,099–$2,299 Starting Price Expected for Foldable iPhone
Price could attract almost as much attention as the foldable design itself.
TrendForce estimates Apple’s foldable iPhone will start at between $2,099 and $2,299.
Higher-storage versions could push significantly further into luxury-device territory, with top configurations potentially costing more than $3,000.
That would establish an entirely new price tier for the iPhone and test how much Apple’s most loyal customers are willing to spend for a new form factor.
The launch price will therefore be an important indicator of Apple’s foldable strategy. A device above $2,000 suggests Apple is initially targeting premium early adopters rather than attempting to make foldables mainstream immediately.
iPhone 18 Pro and Pro Max Expected With A20 Pro
The more conventional stars of the event should be the iPhone 18 Pro and iPhone 18 Pro Max.
TrendForce expects all three fall iPhones — the two Pro models and the foldable — to feature Apple’s new A20 Pro processor manufactured using TSMC’s 2nm process technology.
The transition should deliver greater computing performance while improving power efficiency.
AI will be particularly important.
Higher processing capabilities could allow Apple to perform more artificial intelligence workloads directly on the iPhone rather than relying exclusively on cloud computing.
The A20 Pro could therefore become one of Apple’s most important pieces of hardware for expanding on-device Apple Intelligence.
The processor will also arrive as Apple places greater emphasis on AI across its ecosystem. Apple iOS 27 and Siri AI preview already highlights its new generation of Siri AI, making the relationship between new silicon and AI software an important area to watch during the September event.
New Cooling Technology Could Support AI Performance
Apple is also expected to change how its chips and memory are packaged.
TrendForce says the iPhone 18 Pro generation will transition from InFO packaging to WMCM architecture.
The change can shorten signal transmission paths and help address heat accumulation when smartphones run intensive workloads.
Thermal performance is becoming increasingly important as smartphones handle demanding AI models, high-end gaming, video processing and computational photography.
Improved cooling could therefore be almost as important as the increase in raw processor performance, particularly if Apple wants users to run more generative AI functions directly on their devices.
Variable Aperture Camera Could Be Major Pro Upgrade
Photography should provide another visible upgrade.
TrendForce expects the iPhone 18 Pro models to introduce Apple’s first mechanical variable aperture for the main camera.
A variable aperture allows the camera to control the amount of light entering the lens and provides greater optical control over depth of field.
The technology could improve photography across different lighting environments while giving users greater control over background separation and dynamic range.
However, consumers expecting a radical redesign of the Pro camera system may be disappointed. Current expectations point toward refinement rather than a complete overhaul.
Larger Batteries and LTPO+ Displays Target Battery Life
Battery life could become one of the most practical improvements across the new lineup.
TrendForce expects Apple to optimize internal space so that all three new iPhones can accommodate larger batteries.
The iPhone 18 Pro Max could receive the most noticeable battery-life improvement because its larger chassis provides more room for increased battery capacity.
Apple is also expected to introduce LTPO+ display technology.
The technology should reduce display power consumption while preserving the high refresh rates consumers expect from premium iPhones.
Combined with the power efficiency of the 2nm A20 Pro processor, the display and battery changes could deliver meaningful improvements in real-world battery endurance.
The Biggest Surprise Could Be What Apple Doesn’t Launch
One major change to Apple’s traditional launch strategy is also expected.
There may be no standard iPhone 18 at the September event.
TrendForce says Apple is changing its release schedule beginning with the 2026 generation, splitting new iPhone launches between the fall and spring.
The iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone are expected this fall, while the standard iPhone 18 and other variants are expected during the first quarter of 2027.
The strategy would allow Apple to spread major iPhone launches across the year rather than concentrating most new models into a single September event.
It could also give the premium Pro and foldable models greater visibility during the crucial year-end shopping season.
iPhone Prices Could Rise 10–20%
Pricing may become the biggest challenge facing Apple at the September 9 launch.
TrendForce expects prices of Apple’s new iPhones to increase by approximately 10–20 percent.
The underlying component-cost pressure is substantial.
Memory prices have been rising sharply since the second half of 2025. TrendForce estimates that memory costs for the 256 GB iPhone 18 Pro in the third quarter of 2026 could be nearly 400 percent higher than a year earlier.
Apple has reportedly been negotiating reductions in the prices of other components, but TrendForce does not expect those savings to fully compensate for higher memory expenses.
Consumers should consequently prepare for higher prices.
However, Apple faces a difficult balancing act. Weak macroeconomic conditions and cautious consumer spending make aggressive price increases risky, particularly when many of the Pro hardware improvements appear evolutionary rather than revolutionary.
TrendForce therefore expects Apple to absorb part of the increased component cost to protect its market position rather than passing the entire increase to customers.
Apple Watch Series 12, Watch Ultra 4 and AirPods 5 May Join iPhones
The September event is unlikely to be exclusively about iPhones.
Industry reports indicate Apple could also introduce the Apple Watch Series 12 and Apple Watch Ultra 4, alongside possible new AirPods 5 models.
These products have not been confirmed by Apple, but September events traditionally provide the company with an opportunity to refresh products closely connected to the iPhone ecosystem.
The new watches could feature processor and health-related upgrades, while the AirPods refresh would strengthen Apple’s wearable and audio portfolio heading into the holiday shopping season.
The iPhones, however, are likely to dominate the event, particularly if Apple officially enters the foldable market.
Apple Intelligence and Services Could Become Bigger Part of iPhone Economics
One of the less visible but potentially more important aspects of Apple’s September strategy will be software and services.
TrendForce believes rising hardware costs could push Apple toward generating more earnings from Apple Intelligence cloud services and software subscriptions.
That would gradually change the economics of the iPhone.
Instead of relying primarily on the margin generated when consumers purchase hardware, Apple could use increasingly capable AI devices to encourage customers to spend more on recurring digital services.
The A20 Pro processor, improved thermal architecture and greater on-device AI capability could consequently serve two purposes: improving the new iPhones while creating a larger installed base for future AI services.
What to Watch at Apple’s September 9 Event
Three issues could ultimately determine whether Apple’s September 9 launch delivers a meaningful iPhone upgrade cycle.
The first is the foldable iPhone. Its final design, crease visibility, thickness, battery life and $2,099–$2,299 expected starting price will determine whether Apple can persuade premium users to embrace a new iPhone form factor.
The second is pricing. A projected 10–20 percent increase for new models comes as consumers remain cautious and memory costs for the 256 GB Pro model are estimated to have jumped nearly 400 percent year on year.
The third is AI. Apple’s move to a 2nm A20 Pro, improved thermal architecture and more efficient displays should provide stronger hardware foundations for Apple Intelligence. The key question is whether Apple can demonstrate AI experiences compelling enough to make consumers upgrade.
The September 9 event therefore looks less like a conventional annual iPhone refresh and more like the beginning of a new Apple smartphone strategy: premium iPhones in the fall, mainstream models in the spring, a new foldable category above the Pro Max and a growing role for AI services in generating recurring revenue.
BABURAJAN KIZHAKEDATH
