Apple’s upcoming iPhone launch is shaping up to be different from a typical yearly upgrade. The company is expected to focus not only on faster performance and better cameras, but also on a major design shift, artificial intelligence and a new generation of user experiences. The September 9, 2026 event will be the first major iPhone launch under new CEO John Ternus, adding another layer of significance to the presentation.
The biggest potential headline is Apple’s long-rumoured first foldable iPhone. Expected to feature a book-style design, the device could open into a much larger display while remaining compact when folded. If unveiled, it would represent Apple’s biggest change to the iPhone form factor in years and put the company directly into competition with established foldable smartphones.
The iPhone 18 Pro and iPhone 18 Pro Max are also expected to receive significant upgrades. Reports point to a new-generation A20 Pro chip, camera improvements, a smaller Dynamic Island and display refinements. A new Apple-designed C2 modem is also expected, potentially giving Apple greater control over a key component of its smartphones.
But hardware may only be half the story. Artificial intelligence is expected to become a much bigger part of the iPhone experience, with Apple continuing to expand Apple Intelligence and working toward a substantially more capable Siri. Apple has already previewed its next-generation Apple Intelligence architecture and a redesigned Siri with greater capabilities.
That makes this launch particularly important. Apple is not simply expected to introduce a faster iPhone—it is preparing to redefine what the iPhone looks like, how it interacts with users and how deeply AI becomes integrated into everyday tasks.
If the foldable iPhone and new AI experiences arrive as expected, the 2026 launch could become one of the most significant moments in the iPhone’s nearly two-decade history.