On September 9, Apple will step into a new era at the Steve Jobs Theater, unveiling its long-anticipated foldable iPhone under the stewardship of incoming CEO John Ternus — a convergence of product ambition and leadership transition that rarely arrives so neatly aligned. The company that once redefined what a phone could be now seeks to redefine its own form, entering a foldable market its rivals have occupied for years. At a price between two and two-and-a-half thousand dollars, the iPhone Ultra is less an invitation to the masses than a declaration of intent — a signal that Apple believes th
Apple Sets Sept. 9 Launch for First Foldable iPhone Under New CEO Ternus
A foldable iPhone that the company has kept deliberately obscure
Mark
So Apple is finally doing a foldable phone. Why did it take them this long?
Mimi
They were waiting for the technology to mature, and for competitors to prove there was a real market. Samsung's been iterating for years. Apple wanted to get it right on the first try.
Mark
And they're launching it under a new CEO. That's a big moment.
Mimi
It is. Ternus is essentially saying, "This is what I'm about." He's not inheriting someone else's vision—he's owning it from day one.
Mark
The price is wild. Two to twenty-five hundred dollars?
Mimi
It's a statement of intent. Apple's saying this is a luxury product, not a mass-market device. They're not trying to sell millions of these in year one.
Mark
What about the regular iPhone 18? Why push that to next year?
Mimi
It lets them focus the narrative. The foldable and the Pro models are the story in September. The base model doesn't compete with those headlines.
Mark
The 2-nanometer chip sounds important.
Mimi
It's the real engineering story. That's where the battery life gains come from. The foldable gets the attention, but the chip is what matters for the Pro users who actually drive revenue.
Mark
So what's the risk here?
Mimi
Whether people actually want a foldable at that price, and whether Ternus can convince the market he's the right person to lead Apple into whatever comes next.
The Pulse
- Apple faces its most consequential product moment in years, launching a foldable iPhone it has resisted for nearly a decade while simultaneously handing the reins to a new CEO on September 1.
- The iPhone Ultra — a passport-shaped device with a 7.8-inch interior display and a price tag of up to $2,500 — puts Apple in direct competition with Samsung's established Galaxy Fold line, on terrain Apple did not choose first.
- John Ternus inherits both the spotlight and the pressure, making his CEO debut at the very event meant to prove Apple can still surprise the world, not merely refine it.
- The A20 Pro chip, Apple's first built on a 2-nanometer process, anchors the iPhone 18 Pro lineup with meaningful battery gains — offering professional users a concrete reason to upgrade even amid the foldable fanfare.
- The deliberate delay of the base iPhone 18 until 2027 breaks Apple's familiar launch rhythm, signaling a strategic bet that premium and foldable devices will carry the brand's momentum through the near term.
On September 9, Apple will step into a new era at the Steve Jobs Theater, unveiling its long-anticipated foldable iPhone under the stewardship of incoming CEO John Ternus — a convergence of product ambition and leadership transition that rarely arrives so neatly aligned. The company that once redefined what a phone could be now seeks to redefine its own form, entering a foldable market its rivals have occupied for years. At a price between two and two-and-a-half thousand dollars, the iPhone Ultra is less an invitation to the masses than a declaration of intent — a signal that Apple believes the next chapter of personal technology bends, quite literally, in a new direction.
Apple has set September 9 as the date for its next major product event, held at the Steve Jobs Theater in Cupertino under the banner "Surprise and Shine" — and the occasion carries weight beyond any single device. It will be the first launch presided over by John Ternus, who officially becomes CEO on September 1, as Tim Cook transitions to board chairman after more than a decade leading the company. The timing feels deliberate: a new leader arriving alongside a product that has been years in the making.
That product is the iPhone Ultra, Apple's entry into the foldable smartphone category. Opening like a book, it features a 7.8-inch interior display and a 5.3-inch exterior screen, folds to a passport-like form, and measures just 4.5 millimeters thin when open. It is Apple's answer to Samsung's Galaxy Fold 8 and a market the company has watched from the sidelines since 2024. The price — expected between $2,000 and $2,500 — makes clear this is a statement product aimed at early adopters and premium buyers.
The Pro lineup will also see upgrades, anchored by the A20 Pro chip — Apple's first processor built on a 2-nanometer manufacturing process. The improvement is expected to translate most noticeably into battery life, a persistent concern for power users. The changes to the iPhone 18 Pro and Pro Max are described as evolutionary, with the chip itself as the headline advancement.
Notably absent from September's event will be the standard iPhone 18, which Apple is pushing to 2027 alongside the iPhone 18e and a second-generation iPhone Air. The staggered release marks a break from Apple's traditional cadence and suggests the company is centering its near-term identity on the foldable and Pro tiers. For Ternus, the event is both an introduction and an audition — a chance to show that Apple's capacity for reinvention did not retire with Cook.
Apple has scheduled its next product launch for September 9, marking a watershed moment for the company: it will be the first major event presided over by John Ternus, who officially becomes CEO on September 1. The event, held at the Steve Jobs Theater at Apple Park in Cupertino under the banner "Surprise and Shine," is expected to introduce the device that has haunted Apple's roadmap for years—a foldable iPhone that the company has kept deliberately obscure as rumors and leaks have circulated since 2024.
The foldable device, reportedly called the iPhone Ultra, represents Apple's answer to Samsung's Galaxy Fold 8 and other competitors already established in the category. According to available information, the phone will open like a book, with a 7.8-inch display on the inside and a 5.3-inch screen on the outside when closed. The form factor is expected to be passport-like in proportion, and when fully open, the device will measure just 4.5 millimeters thick. The price tag will likely land between $2,000 and $2,500, positioning it as a premium product even by Apple's standards.
Ternus, who previously led Apple's hardware division, takes the helm as Tim Cook steps into the role of board chairman. Cook, who has led the company since 2011, is not departing Apple entirely but is making way for fresh leadership at a moment when the company faces pressure to innovate in categories beyond its traditional smartphone and tablet lines. The timing of Ternus's debut as CEO coinciding with the foldable iPhone launch is unlikely to be accidental—it signals both continuity and a new chapter.
Alongside the foldable, Apple is expected to refresh its Pro lineup. The iPhone 18 Pro and iPhone 18 Pro Max will receive meaningful upgrades, though sources suggest the changes will be evolutionary rather than revolutionary. The most significant advancement is the introduction of the A20 Pro chip, Apple's first processor manufactured using a 2-nanometer process. This shift in manufacturing precision is expected to deliver measurable improvements in battery life, a persistent concern for users of high-performance phones.
One notable absence from the September 9 event will be the base iPhone 18 model. Apple is breaking from its traditional launch cadence by delaying the standard iPhone 18 until 2027, when it is expected to arrive alongside the iPhone 18e and a second-generation iPhone Air. This staggered approach suggests Apple is prioritizing the foldable and Pro models as the centerpieces of its near-term strategy, betting that the foldable category represents the next frontier for smartphone design and that professional users will drive early adoption of the new chip technology.
The event itself arrives at a moment of significant transition for Apple. Ternus will be introducing products that represent years of development and strategic commitment to categories the company has previously avoided. Whether the foldable iPhone resonates with consumers at its projected price point, and whether Ternus can establish his own leadership identity while maintaining the momentum Cook built, will shape the conversation around Apple for months to come.
Notable Quotes
Apple is expected to launch the base iPhone 18 next year, likely alongside the iPhone 18e and a second generation of the slim iPhone Air.— Product roadmap reports
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