Apple to unveil foldable iPhone and new CEO at September event
Apple's September 9 showcase, dubbed "Surprise and Shine," is expected to feature its first foldable iPhone, the iPhone 18, and the debut of new CEO John Ternus.
Apple is set to hold its annual fall product event on Sept. 9 at its Cupertino headquarters, branding the presentation "Surprise and Shine." The showcase is anticipated to introduce the company's first foldable smartphone, possibly called the iPhone Ultra, alongside the iPhone 18 and updates to AirPods and the Apple Watch. The event will also mark the first public appearance of John Ternus, who succeeded Tim Cook as CEO on Sept. 1.
Analysts note that Apple faces slowing iPhone sales and heightened competition in artificial intelligence, with rivals such as Alphabet perceived as ahead. Melissa Otto of S&P Global Visible Alpha said the market has been disappointed by Apple's limited AI presence and will be watching how Ternus addresses the gap.
Industry observers expect the foldable device to be priced around $2,000, higher than the current top-end iPhone Pro Max 17, which starts at about $1,200. IDC projects the foldable segment to be the only smartphone category growing in 2026, estimating a 13% boost in sales from Apple's entry. Overall smartphone shipments are forecast to decline 16.7% this year due to higher prices and component shortages.
Investors will also assess Ternus's early performance as CEO. He has been with Apple since 2001, contributing to hardware launches such as the iPad and AirPods and working on material innovations. Analysts say the event will be a test of his ability to continue the growth trajectory established under Cook.