Apple event: First foldable iPhone, iPhone 18 Pro and new gadgets expected
Here is what UAE buyers should know ahead of the launch tonight
DUBAI – US tech giant Apple is set to stage one of its most closely watched product launches in years tonight, with UAE consumers expected to get their first official look at a radically redesigned iPhone, new Pro models and a wider selection of gadgets.
The event, titled “Surprise and shine”, is scheduled to begin at 9pm UAE time tonight, putting the launch firmly in prime-time viewing for Apple fans across the emirates. It will also mark the first major hardware launch under new Apple chief executive John Ternus, who took over from Tim Cook on September 1.
— John Ternus (@johnternus) September 9, 2026
The biggest attraction is expected to be Apple's first foldable iPhone, a product that has been rumoured for years and could fundamentally change the company's smartphone range. Alongside it, Apple is expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max, while the standard iPhone 18 could be held back until 2027. Apple is also expected to refresh its smartwatch and AirPods lines, with AI-powered Siri improvements potentially extending across several devices.
For UAE shoppers, however, the event is about more than what Apple announces. Pricing in dirhams, pre-order dates, retail availability and whether the foldable reaches the UAE at the same time as other major markets will be among the most important details to watch.
When to watch
Apple's event starts at 9pm UAE time, giving viewers in Dubai, Abu Dhabi, Sharjah and the other emirates a convenient evening slot to follow the announcements.
The timing is particularly significant for consumers considering an upgrade because Apple is expected to change its traditional iPhone launch pattern this year. Rather than unveiling a full range of standard and Pro models together, reports suggest Apple could initially focus on its premium devices.
The event is also significant because it is Ternus' first major hardware presentation since becoming Apple's chief executive. He succeeded Cook on September 1 after Cook spent 15 years leading the company. Ternus previously worked his way through Apple's engineering and product organisation and was closely involved with the development of its devices, including the iPhone.
That makes tonight's presentation more than another annual iPhone launch. It represents the beginning of a new leadership era at Apple at the same time the company is preparing one of the biggest changes to the iPhone format.
Foldable iPhone
The headline product is expected to be Apple's first foldable smartphone.
The device has been referred to by several names in reports, including iPhone Fold and iPhone Ultra, while the latest speculation points towards iPhone Duo. The name remains unconfirmed, however, and Apple has not officially announced the product, its specifications or its price.
Whatever Apple calls it, the expected design is considerably different from the conventional iPhone. Reports suggest it will use a book-style folding mechanism, with a smaller external display for use when closed and a much larger internal screen when opened.
The outer display is expected to measure around 5.3 to 5.5 inches, while the internal screen could be approximately 7.6 to 7.8 inches. That would effectively allow the device to function as both a conventional smartphone and a compact tablet without requiring users to carry two separate devices.
For UAE consumers, the price could be the biggest talking point.
Reports cited in the supplied material put the starting price between $2,000 and $2,300, translating to an estimated UAE price of roughly Dh8,500 to Dh9,800. Another report puts the entry-level model at around Dh8,500, with higher-storage versions potentially exceeding Dh10,000.
That would make the foldable one of the most expensive iPhones ever sold in the UAE.
The expected hardware is also intriguing. Reports suggest the foldable could have two rear cameras, a 48MP wide camera and a 48MP ultra-wide camera, rather than a three-camera Pro-style arrangement. A telephoto lens could therefore be absent.
Face ID may also make way for Touch ID integrated into the power button, with reports suggesting the TrueDepth hardware required for Face ID presents challenges within a folding design.
Crease challenge
One of the most closely watched aspects of Apple's foldable will be the display crease.
Foldable phones have traditionally had to balance flexibility with durability, while the visible crease has remained one of the technology's most recognisable characteristics. Apple is reportedly attempting to minimise that compromise.
Leaks cited in the source suggest Apple has focused heavily on developing a folding panel with an extremely shallow crease, with claims that the company pursued a near-creaseless display regardless of cost. These details remain unconfirmed until Apple presents the device.
This could be particularly important for Apple because the company is entering the foldable market years after rivals established the category. Samsung introduced its first Galaxy Fold in 2019, followed by products from several other major manufacturers. Apple therefore has the opportunity to position its first foldable as a more mature interpretation of technology that has already been tested in the market.
For UAE buyers who have already considered foldable phones from Samsung, Google, Huawei, Xiaomi or Motorola, Apple's approach to the hinge, screen and overall durability will be worth watching closely.
iPhone 18 Pro
The iPhone 18 Pro and iPhone 18 Pro Max are expected to provide the more conventional upgrade path for UAE consumers who want a new iPhone without moving to a foldable.
The two premium models are expected to feature Apple's next-generation A20 Pro chip, reportedly produced using a 2nm process. The upgrade could deliver improvements in performance and efficiency, although the precise gains will only become clear once Apple provides official specifications and demonstrations.
Apple is also expected to make changes to the front of the devices. Reports suggest the Dynamic Island could become smaller, with some Face ID components potentially moving beneath the display.
Camera improvements could also feature prominently. Reports point towards a variable aperture on the 48MP main camera, potentially limited to the Pro Max, while the front-facing camera could reportedly increase from 18MP to 24MP.
For UAE users who rely heavily on their phones for photography, social media, video creation and travel, the camera changes could prove more significant than raw processing power.
Colour options are less certain. Dark Cherry and Sky Blue have appeared repeatedly in reports surrounding the Pro Max, while Silver and Black have been less consistently reported. Apple is expected to provide the definitive list during the launch.
Pricing in UAE
Official UAE pricing remains one of the major unanswered questions ahead of tonight's event.
Reports suggest Apple could raise prices by around $100 across the iPhone range. If that happens, estimates put the iPhone 18 Pro at around Dh5,099, while the iPhone 18 Pro Max could start at approximately Dh5,549 in the UAE. These are estimates based on Apple's reported regional pricing structure and are not official Apple prices.
The foldable is expected to sit substantially higher.
A $2,000 US starting price would convert directly to around Dh7,345, but Apple's UAE pricing does not simply mirror the currency conversion. Regional estimates therefore suggest a starting price closer to Dh8,500, with high-storage versions potentially moving beyond Dh10,000.
For UAE shoppers, the final Apple Store prices will matter more than direct dollar-to-dirham conversions, particularly once storage configurations and VAT-inclusive regional pricing are confirmed.
What about iPhone 18?
Perhaps one of the biggest surprises this year is what may not appear on stage.
Reports suggest Apple could skip the standard iPhone 18 at tonight's event and launch only the iPhone 18 Pro and iPhone 18 Pro Max alongside the foldable.
The standard iPhone 18 is reportedly being pushed into 2027, marking a significant departure from Apple's familiar annual iPhone launch structure.
For UAE consumers, this means anyone looking for a more affordable new-generation iPhone may have to choose between buying an existing model, paying more for a Pro model or waiting for the standard iPhone 18.
The staggered strategy could also change the way consumers approach Apple's launch cycle. Instead of all major iPhone models arriving together, shoppers may see Apple's premium products first, followed by the standard model at a later stage.
Apple Watch
The iPhone is not expected to be the only major hardware announcement.
Apple is expected to unveil the Apple Watch Series 12 and Apple Watch Ultra 4, with reports pointing towards a faster chip, always-on heart-rate tracking and changes to the fitness experience.
The Watch Ultra line will be particularly relevant for users who want a more rugged Apple wearable, while the Series 12 is expected to remain the mainstream option.
Apple's health and fitness ecosystem has become increasingly important to the company's wearable strategy, so any new sensors, tracking capabilities or software features announced tonight could influence buying decisions among UAE consumers already using Apple Watches.
AirPods
Two versions of AirPods 5 are also expected.
Reports indicate that Apple could introduce one version with active noise cancellation and another without it.
For UAE users, particularly commuters, frequent travellers and people who regularly use public transport, noise cancellation remains one of the most practical features to watch for.
The event could also reveal software improvements designed to make Apple's earbuds more useful beyond simply listening to music and taking calls.
Siri and AI
Artificial intelligence is expected to feature across Apple's hardware announcements rather than being limited to the iPhone.
An improved version of Siri powered by AI is reportedly expected to be integrated into several products announced around the event. The list could include the new iPhones, Apple Watch models, AirPods, Apple TV and the HomePod mini.
That makes Apple's AI strategy another major area for UAE users to watch.
The key question will be how deeply AI is integrated into everyday tasks and whether the capabilities are immediately available across markets and languages. Apple's presentation is expected to provide more detail on what the new intelligence features can actually do rather than simply focusing on the technology behind them.
Smart home
Apple could also have a surprise beyond the usual iPhone, Watch and AirPods announcements.
The company is reportedly developing a 7-inch smart home device designed to function as a central hub, although it remains unclear whether the product will be unveiled at tonight's event or introduced later this year.
If it appears, it could signal Apple's intention to become more deeply involved in the smart-home market, giving users a dedicated screen-based device through which they could interact with Apple's ecosystem.
However, unlike the iPhone and Pro models, this product should be treated as a possibility rather than an expected launch.
UAE availability
For UAE shoppers, the launch date may be almost as important as the specifications.
The supplied reports indicate that pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max in the UAE are expected to open on Saturday, September 12, with the phones expected to reach shops on September 18.
That gives UAE customers a relatively clear timetable for the Pro models, assuming Apple confirms it during the event.
The foldable could follow a different schedule.
Reports suggest Apple may not ship the foldable until October, meaning UAE buyers could potentially face a longer wait even after the device is officially unveiled. Limited initial production could also affect availability in individual markets.
One report says Apple has asked suppliers to prepare around 10 million foldable units this year, significantly fewer than the expected production volume for its Pro models. If demand is stronger than anticipated, some markets could experience delays.
Whether the UAE is among those markets will only become clear once Apple announces regional availability.