Apple has announced its 'Surprise and Shine' event scheduled for September 9.

      Apple has announced that its autumn event will occur on September 9 at 10 am Pacific Time at Apple Park, featuring the tagline "Surprise and shine" alongside an invitation depicting a sun rising behind the company logo.

      There is anticipation for the unveiling of a foldable iPhone, which IDC predicts could see shipments of 10 million units in its first year, priced around $2,500.

      A significant aspect of this announcement is what’s missing from the lineup. The standard iPhone 18 is anticipated to be postponed until spring, indicating that Apple has discreetly divided its annual iPhone cycle into two events for the first time.

      This marks a more substantial shift than just introducing a new hinge. For over a decade, the September keynote has been a staple on the consumer technology calendar, and removing the volume model from this event alters its purpose.

      The foldable device—variously known as the iPhone Fold or iPhone Ultra—is expected to feature a book-style design with an outer display of approximately 5.3 inches and an inner display close to 7.8 inches.

      Reports suggest a titanium frame and a display that Apple has worked extensively to ensure is nearly crease-free, addressing a common flaw seen in competitors for the past seven years.

      One notable design choice is the possible replacement of Face ID with Touch ID integrated into the power button, likely due to the difficulties of placing the sensor array on a folding device.

      Pricing is anticipated to range from about $2,000 to $2,500, which would make it the priciest iPhone Apple has offered by a significant margin. Since 2019, Samsung has predominantly held this market but has not made it a high-volume business; therefore, Apple's late and costly entry may not be as disadvantageous as it appears.

      Apple has consistently stated that the foldable category wasn't yet viable, echoing its prior stance on larger screens and styluses before eventually embracing both. The real test will be the durability of the hinge and the crease over a few years, rather than initial impressions from demonstrations.

      Meanwhile, the Pro models will represent the more traditional segment of the event. The iPhone 18 Pro and Pro Max are expected to retain their current designs while featuring the new A20 Pro chip created using a 2nm process, Apple's own C2 modem, a variable-aperture main camera, and a smaller Dynamic Island.

      Adopting a 2nm chip would place Apple ahead of most Android competitors, with Xiaomi still utilizing 3nm in its chips. However, whether buyers will notice the difference remains an open question.

      Additionally, there are unconfirmed reports of a price increase of about $300 for the Pro line, which would be unusually steep for Apple; this should be viewed more as speculation than a certainty. The sharp rise in component prices this year, particularly in memory, makes this increase at least plausible.

      Surrounding the phones will be the typical array of supporting products. New Apple Watch Series 12 and Ultra 4 models are anticipated, incorporating new sensors rather than redesigns, along with updates to AirPods, an OLED iPad mini, and refreshed Mac minis.

      Durability has historically been a drawback for foldables, and assessing this at a keynote is challenging. A $2,000 phone with movable parts raises warranty concerns as much as product quality.

      The home products could be a quieter focal point. Updates for the HomePod mini and Apple TV, featuring Siri’s enhanced AI capabilities, are expected, along with a home hub that is anticipated to include a seven-inch screen and a FaceTime camera—Apple’s first significant foray into a category that Amazon and Google have dominated for years.

      Nothing has been confirmed other than the date, location, and tagline, and Apple’s invitations have never conclusively indicated their contents.

      What this schedule does confirm, however, is that the company is prepared to conduct a September keynote without its highest-volume product present, a decision it hasn't made previously.