Apple is preparing for a transitional milestone as the tech giant hosts its annual iPhone launch event at its headquarters in Cupertino, California, on September 9. Under the leadership of newly appointed CEO John Ternus, who officially stepped into the role succeeding Tim Cook on September 1, the company faces high expectations to unveil its first folding smartphone, alongside updates to its flagship mobile and wearable hardware lineups.
The high-profile showcase at the Steve Jobs Theater inside Apple Park kicks off at 10 a.m. Pacific time, sporting media invitations featuring a glowing Apple logo and the tagline “Surprise and shine,” as CNBC reports.
A New Era Under CEO John Ternus and the Foldable iPhone Debut
The centerpiece of anticipation centers on Apple’s long-rumored entry into the foldable phone market. According to Bloomberg’s Mark Gurman, cited by Yahoo Finance, the new device is expected to adopt styling comparable to existing market leaders like Samsung, featuring a hefty price tag that could eclipse the $2,000 threshold. By comparison, Samsung’s Galaxy Z Fold 8 starts at $1,899, while the higher-end Z Fold 8 Ultra commands a starting price of $2,099.
Market analysts suggest that while a luxury price point may deter casual buyers, a foldable device could successfully capture demand from loyal consumers seeking alternatives to traditional candy-bar-style handsets. This product introduction arrives as Ternus takes over executive responsibilities from Tim Cook, who transitioned to the role of executive chairman.
Hardware Lineup Upgrades and Strategic Shifts
Alongside the folding phone, Apple is widely expected to debut its latest iPhone 18 Pro models. These units will likely integrate the company’s newest A-series processors alongside camera enhancements, including an upgraded aperture for refined lighting control. Because Apple introduced a substantial cosmetic redesign with the iPhone 17 generation, major visual overhauls to the Pro exterior are not anticipated.
Uncertainty remains regarding the rollout timeline for standard non-Pro models. Citing the Economic Daily News, the enthusiast publication MacRumors noted that base iPhone 18 variants—alongside an 18e model and a second-generation iPhone Air—might launch early next year. Such a shift would decouple standard releases from the Pro lineup, potentially balancing seasonal revenue distribution across the fiscal year.
In the wearables and software space, Gurman reported that Apple plans to introduce the Apple Watch Series 12 and Apple Watch Ultra 4, bringing both internal hardware refreshes and software enhancements. Additionally, the company prepares to roll out Siri AI, an upgraded assistant utilizing modern large language model technology to integrate deeply with apps like messaging and calendars.
Market Pressures and Future Outlook
As Ternus commands his first major product launch event, Apple faces mounting competitive pressures in health and fitness tracking from ring-based form factors pioneered by companies like Oura and Samsung. These evolving consumer demands underscore the necessity for Apple to refine both its device ecosystem and underlying software.
Following the conclusion of the hardware showcase, attention will turn toward the confirmed shipping dates for newly announced ecosystems—such as the recently revealed Mac Mini and Mac Studio models scheduled to ship on September 22—and the eventual retail availability of the anticipated foldable hardware.
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