Apple set to unveil first foldable iPhone at Wednesday event

Apple ↘ 2.50% is set to hold its annual fall product event on Wednesday, September 9, at the Steve Jobs Theater in Cupertino, California, where the company is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable smartphone. The event, branded "Surprise and Shine," will also serve as the first major keynote under new CEO John Ternus, who took over from Tim Cook on September 1.Axios+2

A Foldable iPhone and a New CEO Take Center Stage

The foldable device, widely referred to as the iPhone Ultra or iPhone Fold, would represent only the third fundamental redesign of the iPhone since 2007, following the original slab design and the all-screen format introduced with the iPhone X in 2017. The device is expected to feature a passport-style hinge and a closed profile near a 4:3 aspect ratio, setting it apart from the narrower folds used by Samsung's Galaxy Z lineup.kobaran+1

"We have a huge launch next week that's going to be phenomenal," Ternus wrote in a memo to staff on his first day as CEO, according to Bloomberg. Apple announced the leadership transition in April, with Cook moving into the role of executive chairman.techcrunch+1

Pro Models and Price Hikes

The iPhone 18 Pro and Pro Max are expected to carry the new A20 Pro chip built on TSMC's Taiwan Semiconductor Manufacturing Company Limited ↗ 2.86% 2-nanometer process, alongside camera improvements including variable aperture for the main sensor, a smaller Dynamic Island, and 12GB of RAM. In a break from past years, Apple is reportedly not launching a standard iPhone 18 or iPhone Air at the September event, instead shifting those models to a spring 2027 release.arynews+2

Pricing is expected to rise. Mashable reported the iPhone 18 Pro could start at $1,399, roughly $300 more than the iPhone 17 Pro, driven by costlier components and an industry-wide memory chip shortage tied to surging AI hardware demand.mashable+1

Home Hardware, Wearables, and Software

Beyond phones, Apple is expected to refresh its home product lineup with a new Apple TV set-top box, an updated HomePod mini, and a possible new smart display device that combines a speaker with an iPad-style touchscreen for home controls and FaceTime. The Apple Watch Series 12, Apple Watch Ultra 4, and updated AirPods are also anticipated, along with the public release of iOS 27 and related operating systems.fastcompany+3

Apple will livestream the event beginning at 10 a.m. Pacific time.Axios