Apple is set to hold its next major product launch event on September 9, according to senior executive Greg Joswiak, with the company expected to unveil its latest iPhone lineup and potentially introduce its first-ever foldable iPhone.

Joswiak announced the date in a post on X, setting the stage for one of Apple’s most closely watched product launches in recent years.

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The anticipated foldable iPhone is expected to be a major milestone for Apple as it enters the growing premium foldable smartphone market, currently dominated by Samsung Electronics. Analysts believe the high-end device could help drive higher average selling prices and improve Apple’s margins.

The launch could also mark a significant moment in Apple’s leadership transition. John Ternus is expected to become Apple’s new chief executive officer on September 1, succeeding Tim Cook, who will transition to the position of executive chairman.

If unveiled as expected, the foldable iPhone would represent Apple’s entry into a smartphone category that has been developing for several years, putting the company in direct competition with Samsung and other manufacturers already offering foldable devices.

The September 9 event is therefore expected to attract significant attention from consumers, investors and the global technology industry as Apple prepares to reveal its next generation of products.