苹果官方宣布，将于当地时间9月9日举行秋季新品发布会，对应北京时间为9月10日凌晨1点 1。本次发布会主题定为“惊喜闪耀”（Surprise and shine），并将以录播形式进行 1。这也是约翰·特努斯于9月1日正式接任苹果CEO后主持的首场新品发布会 1。
此次发布会预计将推出iPhone 18 Pro/Max系列以及首款折叠屏iPhone Ultra 1。其中，iPhone 18 Pro将首发搭载采用2nm工艺的A20 Pro芯片 1。横向书本式折叠屏iPhone在闭合状态下外屏约5.5英寸，展开后内屏约7.6英寸，起售价预计在1,999美元至2,500美元之间 1。除手机外，苹果还将发布Apple Watch Series 12、Apple TV 4K、Home Hub和第八代iPad mini等硬件，并公布iOS 27等系统更新的推送日期 1。
Apple has officially scheduled its fall product launch event for September 9, local time, which corresponds to 1:00 a.m. on September 10, Beijing time 1. The event, themed "Surprise and shine," will be conducted in a pre-recorded format 1. This marks the first major product launch for John Ternus, who officially took over as Apple's CEO on September 1 1. The official announcement regarding the event schedule was made on August 27, 2025 1.
The lineup is expected to introduce the iPhone 18 Pro and Pro Max series, alongside Apple's first foldable smartphone, the iPhone Ultra 1. The iPhone 18 Pro will be the first to feature the A20 Pro chip, built on a 2nm process 1. The horizontal book-style foldable iPhone Ultra is expected to have an outer screen of approximately 5.5 inches when closed and an inner screen of about 7.6 inches when unfolded 1. The starting price for this foldable device is estimated to range between $1,999 and $2,500 1.
In addition to the new iPhones, the event is expected to showcase other hardware, including the Apple Watch Series 12, Apple TV 4K, Home Hub, and the eighth-generation iPad mini 1. Apple will also announce the release dates for software updates, including iOS 27 1.
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