[News] Apple’s First Ternus-Era Launch Event Set for Sept. 9, Foldable May Debut; Standard iPhone 18 Eyed for 2027
Apple’s September launch will mark the first major product event under incoming CEO John Ternus, who is set to succeed Tim Cook on September 1. According to TechNews, this year’s event, themed “Surprise and shine,” will take place at 10 a.m. PT on September 9 at the Steve Jobs Theater in Apple Park. Apple’s September events traditionally focus on the latest iPhone and Apple Watch, while this year, the long-rumored first foldable iPhone could also make its highly anticipated debut.
The foldable iPhone is expected to headline a broader refresh of Apple’s premium device lineup. As noted by Yahoo Tech, the foldable model is expected to be called the iPhone Ultra, while Apple is also rumored to be preparing camera upgrades and longer battery life for the iPhone 18 Pro, along with performance improvements for the Apple Watch Series 12 and Ultra 4.
The new lineup could also mark a shift in Apple’s traditional iPhone launch schedule. The Verge reports that the standard iPhone 18 is not expected at the September event and could instead arrive in 2027 alongside the iPhone 18e and a second-generation iPhone Air, leaving this fall’s lineup focused on higher-end Pro and foldable models.
Notably, the three new iPhone models expected this fall—the iPhone 18 Pro, iPhone 18 Pro Max, and foldable iPhone—are set to feature Apple’s latest A20 Pro chip, built on a 2nm process, MacRumors notes. The report adds that ongoing memory shortages could also lead to price increases.
Beyond its flagship devices, Apple may use the event to expand its smart home lineup. Yahoo Tech points to several rumored products for this fall, including a new central hub featuring a display, a new Apple TV set-top box, and an updated HomePod mini.
Software could also share the spotlight. According to TechCrunch, Apple may announce release dates for iOS 27, iPadOS 27, macOS Golden Gate, and other upcoming software updates. CNBC adds that Apple is also expected to launch Siri AI, a new version of its voice assistant that uses modern large language model technology to interact with apps such as Messages and Calendar.
Apple’s Foldable Entry Could Reshape the Market
The foldable iPhone would mark Apple’s first new iPhone form factor since the iPhone X launched in 2017. MacRumors notes that the book-style device is expected to measure around 5.5 inches when folded and 7.6 inches when unfolded, offering an iPad-like experience when opened. As noted by Investing.com, analysts expect the foldable device to lift Apple’s average selling prices and support stronger profit margins.
The launch would come as foldables emerge as a relative bright spot in a consumer electronics market pressured by memory and storage chip shortages, which have pushed up prices and weighed on overall demand, Reuters notes. Apple’s entry could significantly reshape the foldable smartphone market. TrendForce estimates that the company could capture nearly 20% market share in 2026, potentially reducing the shares of Samsung Electronics and Huawei to around 30% each.
Read more
- [News] Apple’s First Foldable iPhone Nears Fall Debut: TSMC 2nm A20 Pro, Crease-Free Display Lead Rumored Features
- [News] Apple Reportedly Plans Glass-Heavy 2027 iPhone Pro amid Design Scrap Rumors; Samsung Adds 1M Fold 8 Units
(Photo credit: Apple)
