iPhone 18 Pro launch event live: Apple’s Sept. 9 foldable debut

Apple’s iPhone 18 Pro launch event is set for Sept. 9 at 10 a.m. PDT, and the main draw is expected to be the company’s first foldable, reportedly called iPhone Ultra. The iPhone 18 Pro and Pro Max are also part of the lineup, making this a broader hardware showcase than a standard phone launch.

For people trying to follow along live, Apple is offering several free viewing options, including Apple.com, YouTube, the Apple TV app, and AirPlay. That makes it easier to watch the event across different regions and screens, which matters when Apple wants the launch to land as a global moment.

How to watch Apple event live on YouTube, Apple TV app, and AirPlay

The stream is free, and Apple is pushing several official entry points for viewers who want to watch live. You can follow the event on Apple.com, through Apple’s livestream on YouTube, in the Apple TV app event stream, or by using AirPlay for Apple event viewing on a compatible screen.

That wide access matters because launch-day viewing habits are different now. Some people will open YouTube on a phone, others will stream from a laptop, and some will use the Apple TV app on a television. Apple’s approach keeps the event easy to reach without forcing viewers into a single platform.

For anyone tracking product news as it happens, the main benefit is simple: Apple is not hiding the event behind a narrow paywall or a single device ecosystem. The company appears to want this launch to play like a shared live moment, which is standard for major Apple product reveals.

• Apple.com offers a direct route for people who prefer to watch from a browser.
• Apple’s livestream on YouTube makes the event easy to open on mobile, desktop, or smart TV apps.
• The Apple TV app gives viewers another official option, especially for watching on a larger screen.
• AirPlay support adds flexibility for Apple users who want to send the stream to a compatible display.

Apple Watch Series 12 joins the iPhone 18 event lineup

Apple Watch Series 12 and Watch Ultra 4 are also expected on the Sept. 9 stage, which broadens the event beyond the iPhone 18 Pro family. That suggests Apple is planning a fuller hardware presentation, not just a phone-led announcement.

When a launch includes both iPhones and wearables, the company usually has to show how the products fit together as part of the same ecosystem. In this case, that matters because the event is happening while premium rivals continue to push harder on foldables and high-end devices. Apple is trying to keep attention on its own lineup and on the timing of a major product refresh.

The foldable device is the most closely watched part of the event, especially because it is reportedly being positioned as Apple’s first step into that category. The outline does not confirm the final name, but the reported iPhone Ultra label has become part of the conversation around the launch.

Apple also appears to be entering this event with a larger strategic backdrop. John Ternus becoming CEO is part of that context, and the Sept. 9 stage may help Apple reset the conversation around leadership, product direction, and what comes next for the company’s premium lineup. The event is not only about showing hardware. It is also about reminding the market where Apple wants to compete next.

For viewers, the practical takeaway is straightforward. If you want to watch Apple’s iPhone 18 Pro launch event live, the official stream will be available through Apple’s own channels, and the presentation is expected to cover more than one product family. That makes Sept. 9 a bigger date than a standard iPhone announcement, even before the first device is unboxed on stage.