How to watch Apple's foldable iPhone announcement

Apple will host its annual iPhone event on Wednesday, September 9 at 10 a.m. PDT, and it’s expected to be a big one: all signs point to the company’s long-awaited entry into the foldable smartphone market, about seven years after Samsung shipped its first foldable device.

Apple has a YouTube stream prepared for the “Surprise and shine” event, where viewers can set reminder notifications, or the livestream can be watched on Apple’s own events site.

Alongside the expected foldable iPhone Ultra, Apple is also expected to announce the iPhone 18 Pro and iPhone 18 Pro Max for buyers who want an upgrade without the foldable’s rumored $2,000 price tag; the standard iPhone 18 isn’t expected to launch until next year. Apple may also unveil other new hardware, including an updated HomePod, camera-enabled AirPods, and new Apple Watches.

With new CEO John Ternus at the helm, this will be Apple’s first major product announcement since longtime CEO Tim Cook stepped down.

Why it matters

Apple’s foldable debut, coming years after Samsung’s, will test whether the company’s design and pricing can still set the category standard once it finally enters a market it has watched from the sidelines.