What to expect at Apple’s September 9th launch event

Apple’s September 9 event is expected to advance its premium hardware strategy with the iPhone 18 Pro/Pro Max, a possible first foldable, and refreshed wearables and AirPods, while the base iPhone may slip to a later launch and prices could rise. For enterprises, that points to higher device costs, a more fragmented release calendar, and added complexity for procurement, support, and mobile app readiness as Apple pushes deeper into premium and new-form-factor devices. CIOs should view this as a signal to reassess Apple endpoint standards, refresh cycles, and the operational impact of adopting newer, more expensive hardware across the workforce.