Apple has issued invitations for a special product event on Wednesday, September 9, at 10:00 a.m. Pacific, according to tech-ish.com. The gathering, themed Surprise and shine,
will take place at the Steve Jobs Theater at Apple Park in Cupertino and will be livestreamed via the Apple TV app, apple.com, and YouTube.
The event marks a significant leadership transition for the company. John Ternus, previously the senior vice president of hardware engineering, becomes chief executive on September 1, eight days before the launch. Tim Cook, who led the company for 15 years, will move into the role of executive chairman. According to Bloomberg, Ternus has been a driving force behind the foldable iPhone, and his appointment as CEO was timed to coincide with the product’s introduction.
The First Foldable iPhone
Apple is poised to enter the foldable smartphone market, which is currently dominated by Samsung Electronics Co. Leakers refer to the device as the iPhone Ultra, while other reports call it the iPhone Fold. The device is described as a book-style phone roughly the size of a standard passport that opens to reveal a screen the size of a small iPad.
Technical specifications for the foldable model include:
- Displays: A cover screen measuring between 5.3 and 5.5 inches and an internal unfolded display of 7.8 inches.
- Security: Touch ID instead of Face ID.
- Cameras: Two 48-megapixel rear cameras without a telephoto lens.
- Pricing: Bloomberg’s Mark Gurman estimates a starting price above $2,000, while other reports suggest a price tag around $2,500.
Market analysts view the foldable entry as a critical move. The International Data Corporation (IDC) expects the foldable market to grow 12.6% in 2026 and 18% in 2027. According to Finbold, a Bloomberg report suggests Apple could ship more than 10 million foldable units in 2027, accounting for 40% of global foldable smartphone shipments by that time. However, other IDC research cited by the New York Post suggests shipments could exceed 17 million by 2027.
iPhone 18 Pro and Hardware Updates
Alongside the foldable, Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max. These high-end models will feature the A20 Pro chip, the first iPhone processor built on TSMC’s 2nm process. This chip is expected to run cooler and last longer, complemented by a C2 chip designed for improved performance in congested data networks, enhanced privacy, and better battery efficiency.
Physical changes to the Pro models include a larger camera bump and a mechanical aperture on at least the larger model. Leaks suggest a new dark cherry color. Pricing for these models may increase by up to $300 over the iPhone 17 Pro.
Notably, the standard iPhone 18, the iPhone 18e, and the iPhone Air 2 will not be released in September. Apple has shifted these launches to approximately March 2027 to smooth out sales throughout the year.
Additional Product Pipeline and Market Context
The September event may also include the debut of the Apple Watch Series 12, Apple Watch Ultra 4, and new AirPods, as well as release dates for iOS 27. Other upcoming hardware includes an upgraded iPad mini and several home devices: a new HomePod mini, an updated Apple TV set-top box, and the company’s first smart home hub featuring a screen.
These launches come as Apple navigates very significant
supply chain shortages mentioned in July, which the company predicted would dampen current quarter sales. To offset soaring costs, Apple has previously raised prices across its iPad and Mac lineups. Despite these headwinds, AI prediction models analyzed by Finbold forecast a rally in Apple (AAPL) stock on September 9, with an average projected share price of $318.22.
