Apple’s foldable iPhone set for September launch alongside iPhone 18 Pro

Apple is preparing to enter the foldable smartphone market, with its first foldable iPhone expected to be unveiled at the company’s September launch event. The device will headline a busy product cycle that also includes the iPhone 18 Pro and updated Apple Watch models, marking one of the most significant hardware refreshes in the company’s recent history.

The foldable iPhone represents a strategic shift for Apple, which has long resisted the form factor while competitors such as Samsung and Google have built substantial market share in the segment. Industry analysts have speculated for years about when Apple would introduce a foldable device, and the September event is now expected to provide the answer. The device is anticipated to feature a book-style design, opening to a larger internal display while maintaining a compact external screen.

Alongside the foldable model, Apple is expected to refresh its flagship line with the iPhone 18 Pro. The new Pro models are likely to include upgraded camera systems, improved battery life, and the next generation of Apple’s custom silicon. The iPhone 18 Pro Max, in particular, has drawn attention from consumers and analysts, with expectations of a larger display and enhanced performance capabilities. The updates come at a time when Apple faces intensifying competition in the premium smartphone segment, particularly from Chinese manufacturers expanding into high-end devices.

The September event will also see the introduction of new Apple Watch models. The Apple Watch Ultra, aimed at athletes and outdoor enthusiasts, is expected to receive a fourth-generation update, alongside refreshes of the standard Apple Watch lineup. These releases are part of Apple’s broader push to deepen its ecosystem, with health and fitness tracking remaining central to the wearable strategy.

The timing of the launch is notable. Apple typically holds its flagship iPhone event in September, and this year’s gathering is expected to follow that pattern. The company has not officially confirmed the event date, but supply chain reports and industry leaks point to a mid-September announcement. The foldable iPhone, in particular, has been the subject of extensive speculation, with reports suggesting that Apple has been working on the device for several years, refining hinge mechanisms and display durability.

Pricing remains a key question. Foldable devices typically command a significant premium over traditional smartphones, and Apple’s entry into the category is expected to be priced accordingly. Analysts have suggested that the foldable iPhone could be positioned as a luxury device, potentially exceeding the price of the iPhone Pro Max models. This would place it in direct competition with high-end foldables from Samsung, which have seen steady adoption despite their cost.

The broader market context adds weight to the launch. Global smartphone sales have plateaued in recent years, with consumers holding onto devices for longer periods. Foldables have been one of the few segments showing consistent growth, driven by innovation in display technology and changing consumer expectations. Apple’s entry into the category could accelerate that trend, bringing the form factor to a wider audience and potentially reshaping the competitive landscape.

For now, the company is keeping details under wraps, but the September event is shaping up to be one of the most consequential in Apple’s recent history. The combination of a foldable device, the iPhone 18 Pro lineup, and new wearables signals a company intent on defending its position at the top of the premium market while pushing into new territory. Consumers and investors alike will be watching closely when the company takes the stage.