Apple is preparing to open a new chapter. Its next major event is officially scheduled for September 9, just days after John Ternus took over as CEO. Although Apple has not revealed any products yet, several consistent reports point to an unusually premium lineup led by the iPhone 18 Pro models and the company’s first foldable iPhone.
A keynote confirmed for September 9
Apple will hold its “Surprise and shine” event on Wednesday, September 9 at 10 a.m. PT, or 1 p.m. in Montreal. The presentation will stream on Apple.com, the Apple TV app and YouTube. The date and time are the only details officially confirmed so far. Apple has not announced the iPhone lineup, a foldable model or any prices. Apple published the streaming details on its developer website.
John Ternus takes the helm at Apple
As of September 1, John Ternus is officially Apple’s new CEO. The former head of hardware engineering succeeds Tim Cook, who remains with the company as executive chairman. Cook is not leaving Apple entirely. This is a transfer of responsibilities that had been in preparation for several months and was confirmed by Apple in April.
The September 9 event will therefore become the first major product launch of the Ternus era. Apple’s decision to place a hardware engineer in charge also adds particular significance to the possible unveiling of its first foldable iPhone.
On his first day in the role, Ternus posted a simple “hello” on X. The choice directly echoes the launch of the original Macintosh in 1984, whose first greeting to the public was also “hello.” It was a symbolic way to open a new era at Apple, even though Ternus has not publicly explained the reference.
An iPhone 18 lineup launching in two stages
Information from the supply chain increasingly points to a major change in Apple’s release schedule. The company may introduce only the iPhone 18 Pro, iPhone 18 Pro Max and its foldable model this fall. The standard iPhone 18, iPhone 18e and a possible iPhone Air 2 could instead be delayed until spring 2027.
Apple has not confirmed this strategy. If the reports are accurate, however, no new lower-priced iPhone would launch in September. Consumers who do not want to buy a Pro model could keep their current device, choose an iPhone 17 or wait a few more months.
What to expect from the iPhone 18 Pro models
The iPhone 18 Pro models are expected to retain 6.3-inch and 6.9-inch displays, with an overall design similar to the previous generation. The main rumoured upgrades include an A20 Pro chip built on a 2 nm process, a smaller Dynamic Island, this interactive area around the front-facing camera that displays alerts, notifications, and ongoing activities. Also a better battery life and a 48-megapixel main camera with a variable aperture. Apple’s new C2 modem could also improve cellular connectivity.
Barring a surprise, this would be more of a technical evolution than a complete redesign. Prices and storage capacities have not been confirmed.
Apple’s first foldable iPhone could steal the show
The foldable model, sometimes referred to as the “iPhone Ultra,” is expected to use a book-style design. The most persistent rumours point to an outer display of approximately 5.5 inches and a 7.8-inch inner display with an iPad-like format. Apple is also reportedly working to significantly reduce the visible crease while keeping the device particularly thin.
To save space, Face ID could be replaced by a Touch ID sensor built into the side button. Reports also mention two 48-megapixel rear cameras without a telephoto lens, along with a 2 nm A20-generation chip. Estimates place the price between US$2,000 and US$2,500, but no Canadian price is known. Limited or slightly delayed availability also remains possible.
What Canadian buyers should watch for
The main unknowns remain the price, release date, carrier financing options and potential trade-in offers. If Apple truly reserves the fall for its Pro and foldable models, the total cost over 24 months will become more important than the advertised monthly payment alone.
Before changing devices, buyers should compare the price of the phone, the required plan, the down payment, the trade-in value and the return conditions. Apple could confirm all of these details on September 9. Until then, the keynote is official, but the composition of the lineup remains a rumour.
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