Apple sets September 9 launch event; foldable iPhone may make debut

Apple has announced its next major product launch event for September 9, with the company expected to unveil its latest iPhone lineup and potentially its first foldable iPhone.

The event, carrying the tagline "Surprise and shine", will be held at the Apple Park campus in Cupertino, California.

"Watch a special Apple Event on 9 September at 10:30 PM IST. Tune in at apple.com or on the Apple TV app," Apple said on its website.

Apple's promotional artwork for the event features its logo rendered in a glowing neon effect.

The September launch is among the company's most closely watched events of the year and is expected to include new iPhone models and Apple Watch devices.

Apple, however, has not disclosed what products it plans to unveil.

The event will also be the first major product launch under new CEO John Ternus, who is set to take charge of Apple from September 1 as Tim Cook transitions to the role of executive chairman.

Ternus, Apple's longtime hardware chief, will have his first major opportunity at the event to set out his vision for the company.

A foldable iPhone, if launched, would mark Apple's entry into a premium segment currently dominated by Samsung.

The high-end foldable devices are expected to help Apple raise average selling prices and support margin growth.

The iPhone remains Apple's biggest revenue generator, accounting for roughly half of the company's total revenue.

A foldable model could also help Apple attract consumers willing to pay premium prices who might otherwise opt for Samsung or other competing brands.

Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027.

"Ternus could cement Apple's device dominance in an AI enabled era," Bank of America analysts said in an August research note.

The September 9 event will be streamed live through Apple's website and Apple TV app, while Apple also typically broadcasts its major product launches on its official YouTube channel.

The event is scheduled to begin at 10:30 PM IST on September 9.