Apple is set to unveil three new iPhones on Tuesday, September 9, in what will be the company’s first major product launch under new CEO John Ternus.
The event comes just days after Tim Cook stepped down as chief executive after 15 years and moved into the role of Executive Chairman on September 1. Cook is expected to attend the keynote but will not appear on stage.
The September 9 keynote, scheduled for 10 AM US time, is expected to focus on the iPhone 18 Pro, iPhone 18 Pro Max and Apple’s first-ever foldable iPhone, which reports suggest could be branded as the “Ultra.” Apple is also expected to introduce two new Apple Watch models and updated AirPods.
The standard iPhone 18 is reportedly being pushed to the second quarter of 2027, leaving the Pro lineup to take centre stage this fall. Apple typically opens pre-orders the Friday after its September event, but with that date falling on September 11 this year, the company may delay them to Saturday, September 12.
Devices are expected to reach customers from Friday, September 18, in line with Apple’s usual schedule. However, the foldable iPhone’s timeline remains uncertain due to reported production challenges, and its launch could slip to late September or later.
Pricing has not been confirmed, but analysts expect a sharp increase for the Pro Max due to rising memory costs. The iPhone 18 Pro Max is estimated to start at around $1,399 to $1,499 in the US, roughly PKR 3.9 lakh to 4.18 lakh, with higher storage models reaching $1,999 to $2,099, or about PKR 5.57 lakh to 5.85 lakh. Apple is expected to announce final US prices during the event tomorrow.
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