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Tech giant Apple is going to organize its annual launch event today on September 9. This time a big change can be seen in the company's events. According to reports, Apple will not offer the standard iPhone 18 model this time. Instead, the company can launch only premium devices iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone. This event of Apple is special for the company in many ways, because it will be the first major product launch event under the leadership of new CEO John Ternes. After Tim Cook stepped down, John Ternes took over as the new CEO of Apple on September 1, 2026.

The increasing price of memory chips became the reason

According to media reports, the main reason for not launching the standard iPhone 18 this year is considered to be the increasing cost of the memory chip. Due to the increase in memory chip prices globally, Apple may focus more on its premium models. The company aims to focus on high-end devices with higher margins. At the same time, the upcoming iPhone 18 model for general customers can be launched later.

The first foldable iPhone will be the biggest attraction

The biggest feature of this event of Apple may be its first foldable iPhone. The company is going to enter the foldable smartphone category for the first time. Earlier, Samsung, Google and other companies have launched their foldable phones in this segment. According to reports, Apple's foldable iPhone will fall in the premium category and in this the company can pay special attention to design, screen quality and durability. Apple's foldable phone will try to provide a different experience from other devices in the market.

Big upgrades will be available in iPhone 18 Pro and Pro Max

iPhone 18 Pro and iPhone 18 Pro Max will be the main attractions at the event. Both these models are expected to get new processors, better camera systems and performance upgrades. According to reports, the company can present these devices with its most advanced features.

Apple Watch and AirPods will also be launched

Apart from iPhone, Apple can also update its wearables portfolio. New Apple Watch and AirPods models are expected to be introduced at the event. The company can also improve its health features and AI based features.

Siri AI update will also be monitored

Apple can make a big announcement to Siri AI in this event. The company has been trying to strengthen its position in the field of Artificial Intelligence for a long time. It is believed that Apple may announce the date of rollout of Siri AI features for general users.

Indian users will be able to watch live here

This event of Apple will start at 10:30 pm Indian time. Users will be able to watch it live on Apple's official website, Apple TV app and YouTube channel. This launch event is not just the announcement of a new device but is also considered to be the beginning of a new leadership era in Apple. Now all eyes will be on where Apple takes its future technology and AI strategy under the leadership of John Ternes.