Apple’s new CEO unveils foldable iPhone Ultra in September
Developed over time first seen 2 months ago
Apple is set to hold its "Surprise and shine" launch event on 9 September, led for the first time by new chief executive John Ternus, with the iPhone Ultra – rumoured to be the company's first foldable phone – expected to be the headline reveal. The event marks a notable moment for Apple, coming just over a week after Tim Cook moved into the role of executive chairman, and follows a summer that already saw new AI-focused Mac mini and Mac Studio desktops announced.
The event begins at 1pm ET (10am PT) and can be watched via the Apple TV app, Apple's website or its YouTube channel. Alongside the iPhone Ultra, which is rumoured to feature a 5.5-inch outer display and a 7.8-inch inner display but no telephoto lens and a price near $2,000, Apple is also expected to unveil the iPhone 18 Pro and Pro Max, plus updated Apple Watch Series 12 and Ultra 4 models. The standard iPhone 18, along with a second-generation iPhone Air and the iPhone 18e, are reportedly being held back for a spring 2027 announcement.
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In short
- Apple's 9 September event may debut its first foldable iPhone Ultra.
- New CEO John Ternus leads his first keynote since Cook's move to chairman.
- iPhone 18 Pro models and new Apple Watches also expected to launch.
How this story developed
- 2 months ago Apple is set to hold its "Surprise and shine" launch event on 9 September, led for the first time by new chief executive John Ternus, with the iPhone Ultra – rumoured to be the company's first foldable phone – expected to be the headline reveal.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
A foldable iPhone could give customers a larger screen in a pocket-sized device and offer a new option within Apple’s ecosystem. A launch under a new CEO could also signal that Apple is willing to take a risk on a distinct product category and compete in a market where rivals already offer foldables.
The case against
A phone rumoured to cost around $2,000, while lacking a telephoto lens, may ask customers to pay a premium for an unproven format with practical trade-offs. Holding back several other iPhone models until spring could also make the annual product line-up less straightforward for customers planning an upgrade.
Explained simply
Apple is a US technology company best known for the iPhone, which it sells alongside computers, watches and services. Its annual September launch events often introduce new devices and set the direction for its product line-up.
John Ternus leads Apple’s hardware development and has become chief executive after Tim Cook, who ran the company for years, moved to the role of executive chairman. The reported foldable iPhone would be a new type of device for Apple, with a screen that opens out to a larger display; other phone makers already sell foldable models.
The event matters to Apple customers and competitors because new iPhones can influence what features and designs become common across the phone market. Apple’s announcements can also affect how people use its connected products, including its watches and computers.
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Originally published by Engadget as “How to watch Apple unveil the new iPhones on September 9”.