Apple has announced the date for its fall event to unveil new devices

Apple's fall conference, where the company traditionally unveils new gadgets, will take place on September 9 this year, according to an announcement on its website. The event's slogan is "Surprise and shine."

This will be the first presentation led by John Turnus, who is set to succeed Tim Cook as Apple’s CEO on September 1. And it will be particularly important, as the company plans to unveil its first foldable iPhone and enter a market dominated by Samsung Electronics, according to Bloomberg .

This design will mark the most significant change to the device’s appearance in its entire history: when folded, the smartphone will be about the size of a standard passport, and when unfolded, it will feature a screen comparable in size to a small iPad, according to the agency. According to an estimate by the research firm IDC, as reported by Bloomberg, the price of the foldable device will be $2,500.

Despite this, IDC believes that shipments of the new device will exceed 10 million units in its first year. “Apple’s foldable device in a clamshell form factor will be a huge success. The company is targeting a very narrow group of affluent consumers who will be lining up to buy this device,” said Nabila Popal, senior research director at IDC.

According to its forecast, the foldable smartphone segment will grow by 12.6% this year, and growth will accelerate to 18% next year. IDC expects Apple to account for 40% of all shipments in 2027.

Apple also plans to unveil the iPhone 18 Pro and Pro Max—the successors to its current flagship smartphones, according to Bloomberg. They will feature faster processors, an improved battery, and new cameras. However, two highly anticipated new models—the second-generation iPhone Air and the standard iPhone 18—will not be featured at the September event, the agency reports. Their release will be postponed until next spring to spread sales more evenly throughout the year.

New Apple Watch models may be released at the same time as the iPhone. In addition, the company is preparing an entire lineup of smart home devices—including its first home hub with a screen, a new version of the HomePod mini smart speaker, an updated Apple TV, and a revamped iPad mini, according to Bloomberg.

This article was AI-translated and verified by a human editor