Apple, Huawei and Xiaomi have unveiled a slew of new products in quick succession, sparking a fierce battle among smartphone manufacturers in September.

The upcoming September will witness a new wave of flagship smartphone launches in the mobile phone industry. Not only will Apple roll out its first foldable phone and the iPhone 18 series, five major domestic Chinese smartphone brands will also release their new products intensively.

Apple announced on August 26 local time that it will hold a product launch event at its headquarters in California, the United States at 1 a.m. Beijing time on September 10, with the event theme "Surprise and shine".

Renowned tech journalist Mark Gurman wrote in an article that Apple will launch its first foldable iPhone at this launch event. Research institute IDC forecasts that the foldable iPhone will help the foldable smartphone market reverse its downward trend, and achieve shipments of over 10 million units in its first year on the market.

In addition, Apple also plans to launch the iPhone 18 Pro and iPhone 18 Pro Max. The new models will be equipped with faster chips to improve battery life, and make major upgrades to the camera system, where at least the larger model will feature a mechanical aperture. Products including the second-generation iPhone Air and the standard iPhone 18 will not appear at this launch event, and Apple will postpone the release of these products to next spring.

The new flagship product of Huawei's Mate series is also expected to be released in September. Previous information on the official website of the Ministry of Culture and Tourism shows that the supporting performance for the Huawei Terminal Haco launch event has been approved, with the approval date set on August 10, the performance time scheduled on September 23, and the performance venue located in Hall 20 of Shenzhen World Exhibition & Convention Center.

Multiple content creators stated that this event corresponds exactly to the Huawei Mate 90 series launch event, which means Huawei's new generation of Mate flagships is expected to debut on September 23. The new device is planned to be equipped with a new Kirin chip based on the Tau (τ) Law, making it the first "Tau chip" smartphone.

Apart from the new Huawei Mate series smartphones, Richard Yu, Executive Director of Huawei, Director of the Product Investment Review Committee, and Chairman of Huawei Terminal BG, officially announced on August 25 that the HarmonyOS 7 and HUAWEI Mate XT 2 new product launch event is scheduled for September 7.

Lei Jun, founder of Xiaomi, calls September Xiaomi's "grand tech month". The top-tier flagship of the Xiaomi 18 series, the Xiaomi 18 Fold, will be the first to carry the Xuanjie O3 AI flagship processor, and be released alongside the Xiaomi Pengcheng series in early September; at the end of the month, the Xiaomi 18 Pro series will be launched.

Xiaomi recently held the Xuanjie Chip Technology Communication Conference, releasing three products in a row: the Xuanjie O3 flagship SoC, the Xuanjie O100 AI acceleration chip, and the Xuanjie D100 intelligent driving chip. According to Zhu Dan, Vice President of Xiaomi Group and Head of the Chip Business, the Xuanjie O3 adopts a 3nm process, with a chip area of 133mm², integrating 24 billion transistors, a 26% increase compared to the previous generation.

For other Android camp players, Honor first showcased the appearance of its annual bar flagship Honor Magic 9 series at the Robot Phone new product launch event earlier this month, and the official also disclosed that the Honor Magic 9 will be officially released on September 28.

Han Boxiao, Product Manager of vivo, announced in a post on August 24 that the brand new X500 series will be officially unveiled to the public in September. The full product line has 3 models, namely X500, X500 Pro, and X500 Pro Max.

The new device is positioned as a professional imaging flagship smartphone. As introduced, this X500 Pro series is the world's first to be equipped with the exclusive custom "Zeiss Ultra Dynamic Main Camera" co-developed by Blueprint and Sony, which can actually output the industry's highest 17EV dynamic range. In terms of video capabilities, the Blueprint Guangyu 900 also debuts support for 4K 240fps slow motion, as well as direct 4K 120fps HDR output.

Although OPPO's latest flagship smartphone Find X10 has not had its release date officially announced, the market expects it to be launched in late September.

It is worth noting that an important background for this new phone wave is the skyrocketing price of storage chips, so whether the new products will raise prices and how much the price increase will be has become the focus of attention for a large number of consumers.

Richard Yu said at Huawei's new product launch event earlier this month that the memory prices have risen sharply, and all smartphones may face large-scale price hikes later, otherwise they will be sold at a loss at the original price.

This article is from the WeChat Official Account Jiemian News, written by Chen Xiaotong, and published by 36Kr with authorization.