Apple is attracting attention in the technology world with its busy product launch schedule in September. The company is preparing to introduce a total of eight new products to consumers in September. At the classic fall event on September 9th, themed “Surprise and shine,” the highly anticipated iPhone 18 series, new Apple Watch models, and updated AirPods are planned to be unveiled. On the other hand, the new Mac mini and Mac Studio models announced last month will also be available to users starting September 22nd. These strategic moves indicate that Apple is experiencing one of its busiest periods of the year.

New Hardware Features Expected to be Introduced at the Event

Technology enthusiasts are eagerly awaiting the major event on September 9th. The iPhone 18 Pro and Pro Max models, expected to be featured at the launch, will be equipped with the A20 Pro chipset and improved camera technologies. In particular, the special camera upgrades and larger battery capacity expected in the iPhone 18 Pro Max model are among the key factors expected to increase the device’s market share.

Also, the model expected to be the company’s first foldable device, which may be named “iPhone Ultra,” aims to attract attention with its robust hinge structure offering minimal folding marks.

On the wearable technology side, the Apple Watch Series 12 and Apple Watch Ultra 4 models will offer higher performance and improved fitness tracking features with the accelerated S12 chip. The new AirPods 5 headphones, referenced in the macOS 26.7 code, are also expected to be announced as part of this activity.

A New Era Will Begin for the Mac Series

Apple’s innovations in the computer sector also continue unabated. The new smaller Mac models with M6 and M5 Pro chips, and Mac Studio devices with M5 Max and M5 Ultra processors will be available in the last week of September, starting at $899 and $2,499 respectively.

Although many configurations will be shipped on September 22nd, deliveries of the Mac Studio options with 512GB of combined memory will be delayed until the end of October.

Strategic Changes Will Affect Market Share

The company is pursuing a different market strategy this year by removing the standard iPhone 18 model from the series. The postponement of more affordable options like the iPhone 18e and iPhone Air 2 to spring 2027 proves that Apple is focusing its September efforts on high-end products.

Bloomberg analyst Mark Gurman predicts that the foldable iPhone will not be delayed due to supply chain problems and will be released simultaneously with or very shortly after the Pro models.

How do you think Apple’s transition to a foldable iPhone model will change the dynamics of the smartphone market? Which product do you think will best meet your expectations at the September events? You can share your thoughts with us in the comments section below.