Apple reveals date for major new launch as ‘Ultra foldable iPhone’ rumours surface

Apple have sent out invitations to an exclusive event inside the company’s global headquarters in California to be held at 3am AEST on September 10.

Annually, the September event is when the tech giant announces its next generation of iPhones, but this year there’s a twist.

It’s widely rumoured that Apple will not announce an entry-level iPhone next month, instead focussing on the premium end of the market and shifting the likely “iPhone 18” announcement into early 2027.

Instead, the expectation is that Apple will announce an iPhone 18 Pro, and iPhone 18 Pro Max and an all-new product - the Foldable iPhone - rumoured to be called the iPhone Ultra.

Following the successful seven-year run of foldable Samsung phones as well as other brands, such as Google, Motorola and Oppo, Apple is expected to showcase this new device at the September event.

An iPhone that is shaped like a passport and opens up like a book to reveal a larger screen for consuming content and watching video will be a revolution for fans of the Apple brand, despite the company being quite late to the foldable screen party.

However, they are just rumours, as is the idea that in fact this foldable iPhone will be in such short supply Australia may miss out on it until 2027.

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More likely is a staggered launch starting in the United States, similar to what the company did with its Apple Vision Pro device some years ago.

The eyes of the tech world will be on Apple in two weeks and with the event titled “Surprise and Shine.”

There are expectations they will need to match when the company’s new chief executive John Ternus takes the stage for the very first time inside the Steve Jobs Theatre at Apple Park in Cupertino.