Apple to Unveil Foldable iPhone at September Event
The tech giant enters the foldable market with iPhone Ultra alongside Pro models.
1Event Details
Apple will host its annual iPhone event on September 9, 2026 at 10 a.m. PDT. The company is expected to finally enter the foldable smartphone market, seven years after Samsung's debut. The event titled 'Surprise and shine' will be streamed live on YouTube and Apple's events website. Viewers can set reminders to watch the product unveiling.
2Flagship Product
The iPhone Ultra will be Apple's first foldable smartphone, rumored to cost around $2,000. This marks Apple's response to the growing foldable device market. Alongside the Ultra, Apple will announce iPhone 18 Pro and Pro Max models for customers preferring traditional designs. The standard iPhone 18 model won't launch until 2027.
3Additional Hardware
Beyond smartphones, Apple may introduce updated HomePods, camera-equipped AirPods, and new Apple Watch models. These releases suggest Apple's continued ecosystem expansion. The company maintains its strategy of complementary device offerings that work seamlessly together across product categories.
4Leadership Transition
This will be the first major product announcement under new CEO John Ternus, who succeeded Tim Cook. The event marks a leadership transition point for Apple's product strategy. Ternus previously led hardware engineering, suggesting continued focus on innovative device design under his leadership.
5Viewing Options
Consumers can watch the event through Apple's official YouTube channel or the company's events website. Apple typically provides high-production value streams with closed captions. The company encourages viewers to use reminder features to ensure they don't miss the announcements.
6Market Context
Apple enters the foldable market after competitors like Samsung, Huawei, and Motorola established presence. The $2,000 price point positions iPhone Ultra as a premium offering. Industry analysts will watch how Apple differentiates its foldable technology from existing solutions in the competitive landscape.
7Product Strategy
Apple's staggered release approach (Ultra/Pro now, standard later) follows its traditional product segmentation. This allows maximizing revenue from early adopters before addressing broader markets. The strategy maintains Apple's premium positioning while gradually expanding accessibility.
8Industry Impact
Apple's foldable entry validates the product category and may accelerate market growth. Competitors will analyze Apple's implementation for competitive responses. The move could reshape consumer expectations and technology standards in the high-end smartphone segment globally.
Original article: TechCrunch — Apple to Unveil Foldable iPhone at September Event