Expectations are high for Apple's new product announcement, with fans eagerly anticipating new versions of popular products such as a foldable iPhone and AirPods with built-in cameras.

Apple is scheduled to hold an announcement event at 2:00 AM JST on September 10, 2026. This is expected to be the annual September event where new iPhones will be announced, and it is anticipated that Apple will finally unveil a foldable iPhone. TechCrunch, a technology media outlet, has compiled a list of things to look forward to at Apple's announcement event.

What we expect from the upcoming Apple launch | TechCrunch
https://techcrunch.com/2026/09/07/what-we-expect-from-the-upcoming-apple-launch/

◆Expectations are high for a new Apple following the change in CEO.
TechCrunch points out that this year's Apple announcement event is generating more excitement than ever before. One reason is the expectation that Apple will unveil a foldable iPhone. Another reason is that it will be the first announcement event since Tim Cook stepped down as CEO and John Turnus, formerly Senior Vice President of Hardware Engineering, took over as CEO. Many users are hoping that Apple will adopt a completely new form factor at this time and refresh its flagship products such as the iPhone.

Apple CEO Tim Cook steps down to become Chairman of the Board; John Turnus, Senior Vice President of Hardware Engineering, appointed as new CEO - GIGAZINE

◆Foldable iPhone
One of the biggest draws at Apple's recent announcement event is the unveiling of its first-ever foldable iPhone ( iPhone Ultra ). Industry analysts predict that the iPhone Ultra will ship over 10 million units in its first year of release, and research firm Counterpoint Research predicts that the iPhone Ultra will give Apple a 29% share of the foldable smartphone display panel market in 2026. They also predict that the iPhone Ultra's entry into the foldable smartphone market will increase the average selling price of foldable smartphones by 18%.

Reports and rumors about what kind of device the iPhone Ultra will be can be found in the following article.

Summary of predictions for the 'foldable iPhone,' including Touch ID instead of Face ID, a revamped UI, and the size of the display - GIGAZINE

It has also been reported that the iPhone Ultra will be priced at over $2,000 (approximately 311,900 yen).

Early testers of the iPhone Ultra have given positive feedback on the device. According to Bloomberg reporter Mark Gurman, who is well-versed in Apple-related information, the iPhone Ultra has a premium feel, fits easily into a pocket, and when unfolded, offers a wide display similar to an iPad for enjoying content.

Rumors about a foldable iPhone: 'Durable,' 'Fits easily in a pocket,' 'Convenient app layout like an iPad,' 'No telephoto lens or Face ID' - GIGAZINE

It is predicted that the iPhone Ultra's display size when unfolded will be 7.8 inches, meaning that when folded, it will be shorter vertically and wider horizontally than a regular iPhone. It is also expected to feature a 5.5-inch cover display that can be used even when folded.

To make the iPhone Ultra a slim device that can fit in a pocket even when folded, Apple has reportedly omitted the telephoto camera and the Face ID facial recognition system. However, it does feature the MagSafe wireless charging system and uses the Touch ID fingerprint authentication system instead of Face ID.

Furthermore, the iPhone Ultra is expected to allow users to run different apps simultaneously on the left and right sides of the screen. When unfolded, it will look like a small iPad, but it will use iOS rather than iPadOS.

TechCrunch points out that the biggest headache for users of foldable smartphones is the fold. 'With other manufacturers' foldable smartphones, it's immediately obvious that the display is different from a normal one the moment you open it. This is a difficult problem to solve, and there are questions about whether it's worth the technical effort. However, Apple is said to have developed a display with a less noticeable fold,' the report states.

◆iPhone 18 Series
The iPhone 18 series is also expected to be released, with the iPhone 18 Pro and iPhone 18 Pro Max being announced in September, and the standard iPhone 18 model expected to be announced six months later in March 2027. There is very little information available about the standard iPhone 18 model, and it would be a first for Apple to announce a premium model before the standard model.

◆Apple Watch Ultra 4
It's expected that a new Apple Watch Ultra 4 will be released, even for the Apple Watch Ultra, the top-of-the-line model of the Apple Watch series. Rumors about the Apple Watch Ultra 4 are summarized in the article below.

A roundup of rumors about the Apple Watch Ultra 4, which is expected to be announced soon - GIGAZINE

◆ HomePod with Siri
Apple's announcement of ' Siri AI ,' which integrates Siri and Apple Intelligence, has raised expectations for the HomePod smart speaker. References to unannounced products, including a new HomePod, have also been found in preview builds of macOS.

◆AirPods with built-in camera
There are also rumors that Apple is developing AirPods with a built-in camera. The existence of these camera-equipped AirPods was revealed through files in a preview build of macOS. These camera-equipped AirPods will feature a function called 'Visual Intelligence,' and the video captured by the AirPods' camera will be sent to 'Visual Intelligence,' allowing Siri to answer questions from the wearer about their surroundings and record information based on the video data.

Apple's 'AirPods with a camera' appear to be on the verge of release, as evidenced by files in the macOS release candidate - GIGAZINE

Apple's announcement event is scheduled to take place at 2:00 AM JST on September 10, 2026.

Apple to hold 'Surprise and shine.' announcement event on September 10th at 2 AM; new iPhone expected to be unveiled - GIGAZINE