Apple has confirmed its next event, called "Surprise and shine," for Wednesday, September 9, at 9pm UAE time. It will be the first major product launch under John Ternus, who became Apple's leader on September 1 after Tim Cook's 15-year run at the helm.
For UAE shoppers, the event matters because of what is expected to arrive on shelves this month, and at what cost.
A foldable iPhone, finally
Apple is expected to unveil a foldable iPhone for the first time, alongside two new Pro models. The base iPhone 18 will not appear until 2027, so this year's spotlight falls on the foldable device and the Pro lineup.
The foldable model is rumoured to be called iPhone Ultra rather than iPhone Fold. It is expected to carry two 48MP cameras, wide and ultra-wide, with no telephoto lens, and to use Touch ID built into the power button instead of Face ID. Reports suggest the crease at the fold will be under 0.15mm deep at an angle below 2.5 degrees, addressing a common complaint about foldable phones.
Screen sizes are rumoured at 5.3 to 5.5 inches for the outer display and 7.6 to 7.8 inches for the inner display when unfolded. Pricing is forecast between $2,000 and $2,300, which would put it at roughly Dh8,500 to Dh9,800 in the UAE. Apple has reportedly asked suppliers to prepare around 10 million units of the iPhone Ultra.
What changes on the Pro models
The iPhone 18 Pro and Pro Max are expected to run on a new A20 Pro chip built on a 2nm process. Reports point to a smaller Dynamic Island, with Face ID sensors moving beneath the display. The iPhone 18 Pro Max is rumoured to come in Dark Cherry and Sky Blue.
The main camera sensor on the Pro is expected to gain variable aperture, though this may be limited to the Pro Max. The front camera across the iPhone 18 range is tipped to jump from 18MP to 24MP.
A roughly $100 price increase is expected across the iPhone 18 lineup. In the UAE, that would put the iPhone 18 Pro at around Dh5,099 and the iPhone 18 Pro Max at around Dh5,549.
When UAE buyers can order
Pre-orders in the UAE are expected to open on Saturday, September 12, with devices reaching shops on September 18.
Other launches expected
Alongside the phones, Apple is expected to introduce the Apple Watch Series 12 and Ultra 4, both said to feature a faster chip, always-on heart-rate tracking, and a redesigned fitness app. Two versions of AirPods 5 are also expected, one with active noise cancellation and one without.
With Samsung's Galaxy Z Fold8 and Xiaomi's 18 Fold already competing in the foldable category, Apple's entry marks its first attempt to catch up in a segment it has so far sat out. UAE buyers will get their first confirmed look at pricing and specifications when the event streams on September 9.
