Apple will hold its annual September special event on Sept. 9. The invitation reads "Surprise and Shine," drawing attention to the possibility that Apple will unveil a foldable iPhone for the first time alongside the iPhone 18 Pro series.

On Aug. 26, multiple foreign media outlets including IT publication TechRadar reported that the event will be held at the Steve Jobs Theater at Apple Park. The keynote will be livestreamed worldwide. The invitation formally signals the start of Apple's September hardware event, with disclosures likely for next-generation iPhones, Apple Watch models and some accessories.

The most-watched product at the event is a foldable iPhone. The name "iPhone Ultra" has been floated as a possibility. Some expect it could have a size and form similar to Samsung Electronics' recent Galaxy Z Fold8. Another view is that if Apple enters the foldable phone market, it could affect the popularisation of the category.

Among the bar-style iPhones, the iPhone 18 Pro and iPhone 18 Pro Max are seen as likely to be unveiled. By contrast, the standard iPhone 18 or the second-generation iPhone Air could be pushed back to after this event. In the Apple Watch lineup, the Apple Watch Series 12 and Apple Watch Ultra 4 are being mentioned.

New home devices are also a focus. New models of the HomePod mini and Apple TV 4K could be unveiled, and some functions could tie in with Siri artificial intelligence (AI) set to be released this autumn. Another analysis says the new products are meaningful as Siri AI expands from iPhone, iPad, Apple Watch and Mac to living-room devices. A new Siri Remote for Apple TV has also been suggested.

The timing of the event is also drawing attention. This September event will be the first major product launch stage held eight days after John Ternus (존 터너스) became chief executive officer (CEO). There is talk that he could open the event with "Good morning," and the possibility of Tim Cook (팀 쿡) appearing remains open. The phrase "Surprise and Shine" that Apple put forward is also prompting varied interpretations about the direction of the new products.

The invitation image also prompted speculation. It features a light blue background with a colour-bleed effect around the Apple logo, and includes a circular flowing form. Some interpret this as a signal pointing to the Steve Jobs Theater or the circular Apple Park ring, and others say it could hint at how the new Siri AI works. Another view suggests an element that looks like a vertical line at the centre of the logo points to a foldable iPhone.

Ahead of the event, Apple has refreshed the Mac mini and Mac Studio and has already unveiled the M6 and M5 Ultra chips. That has increased the likelihood that the September event will focus on iPhones, wearables and home devices.

The possibility of new AirPods also remains. A lower-end next-generation AirPods 5 and a version that supports noise cancelling were suggested as more likely to appear first, rather than camera-equipped AirPods Pro. Recently leaked camera-equipped AirPods Pro have been mentioned as possibly launching in 2027.

New Beats products are also a variable. Over-ear headphones that could be called "Beats360" have been mentioned through recent leaks, but Beats products are often not covered prominently in Apple's keynote, raising the possibility of a separate reveal.

Ultimately, the core of the event is whether Apple will formally confirm entry into the foldable phone market. With expectations that the iPhone Ultra could be the biggest unveiling, attention is also on what the promised surprise will be. The Sept. 9 event is being watched for whether it will reveal a reorganisation of the iPhone lineup and a device-expansion strategy for Siri AI.