Apple Inc. is expected to unveil its first foldable iPhone along with refreshed premium models at its September 9 event in Cupertino, marking the first major product launch under new CEO John Ternus.

The foldable iPhone is described as opening like a passport or a book, a form factor new to Apple’s iPhone line. Reports suggest the device may be named iPhone Ultra or iPhone Fold, signaling a premium tier. Alongside the foldable, Apple is expected to refresh the iPhone Pro and iPhone Pro Max models. Some reports indicate the standard iPhone 18 refresh could be delayed until spring 2027, emphasizing a focus on high-end upgrades this cycle.

Analysts anticipate the new models will highlight hardware improvements and artificial intelligence (AI) capabilities, positioning the event as a showcase for Apple’s innovation in both design and on-device intelligence.

Apple’s annual September hardware event is scheduled for September 9 at 10:00 a.m. PT / 1:00 p.m. ET, streaming from the Steve Jobs Theater at Apple Park under the banner “Surprise and Shine.” This presentation is the first major product launch since John Ternus succeeded Tim Cook as CEO on September 1.

Market observers view the slate as a test of Apple’s ability to deliver breakthrough hardware under new leadership. The event’s focus on the foldable iPhone and premium refreshes will be closely watched for signals about the company’s strategic direction and execution capabilities.

Apple unveiled its first foldable iPhone Duo during the "Surprise and Shine" launch event, marking its most significant product innovation since the Vision Pro and a pivotal AI strategy shift. New CEO Ternus' hardware-focused "intelligent personal hub" vision reinforces Apple's integrated device ecosystem as a central interface for the AI era. Apple's prioritized launch of the iPhone 18's premium SKUs, alongside impending price hikes, should also improve product availability and offset the impact of rising component costs.

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In John Ternus' first launch event as CEO, Apple announced its first foldable phone and the iPhone 18 Pro. But the biggest news for investors from Wednesday's showcase may have been the absence of a new iPhone that's not a Pro model.

Apple makes biggest change to iPhone release cadence in 7 years in Ternus' first showcase as CEO

After weeks of buildup, Apple Inc. NASDAQ: AAPL finally pulled back the curtain on its new premium product lineup in years on Wednesday, Sept. 9. Alongside the usual refresh of its premium iPhones, the company unveiled its first-ever foldable iPhone—its boldest reinvention of the iPhone in over a decade.

Apple Unveils Foldable iPhone, But Stock's Muted Reaction Raises Questions

Product launches show cost-conscious consumers remain a focus for the iPhone maker.

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Apple (AAPL) unveiled its Apple Intelligence AI strategy, deeply integrating AI across devices and services to drive user engagement and future upgrades. AAPL's platform leverages custom silicon, unified operating systems, and a new intelligence layer, aiming for seamless, secure, and efficient AI experiences. The iPhone Duo foldable and new Pro models showcase hardware innovation, but Apple Intelligence requires newer devices, potentially prompting a gradual upgrade cycle.

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John Ternus just made his first big call as Apple's new CEO, betting the entire AI future on one device.

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Apple stock has done well compared with peers who have spent big on AI but the iPhone Duo foldable smartphone will test its strategy.

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Apple announced the iPhone Duo on Wednesday, its long-awaited flippable smartphone. It gets a wider screen and selfie-taking upgrades.

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The company unveiled a new iPhone that costs $1,999. Here are the economics behind that price tag.

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The well-trailed announcement met with a market "meh" as Apple Inc (NASDAQ:AAPL, XETRA:APC) shares traded sideways after hours. That muted reaction may simply reflect the fact that most people already knew roughly what was coming.

Apple unveils iPhone Duo, its first foldable, alongside a full smartphone and watch refresh

Apple announces its latest masterpiece - the iPhone Duo - and man, is it something else. CNET's Abrar Al-Heeti walks us through all the major features and things to know about this futuristic phone phenomenon.

Apple Just Turned the Foldable-Phone Space on Its Head | All Things Mobile

The recent Apple (AAPL) event, which is the first major product event led by new CEO John Ternus, featured several hardware debuts, headlined by Apple's long-awaited entry into the foldable market.

Apple Event Rundown: What Was Announced?

Apple has unveiled its first foldable iPhone at the company's annual launch event in California.

Apple launches first foldable iPhone

Apple showed off a new batch of gadgets at its "Surprise and Shine" event on Wednesday. The launches included Apple's first foldable iPhone and Watches with new health-monitoring features.

The 8 biggest Apple announcements from its launch event

Apple's first foldable is here at $1,999, and the people best placed to judge it do not agree. Ben Bajarin of Creative Strategies got hands on it minutes after the keynote and thinks Apple sells everything it can make, supply constrained rather than demand constrained.

Hands-on with the $1,999 foldable iPhone, and why AT&T's CEO isn't sold

Apple NASDAQ: AAPL introduced the iPhone 18 Pro lineup, a new foldable iPhone Duo, AirPods 5, Apple Watch Series 12 and Apple Watch Ultra 4 during an event at Apple Park, placing artificial intelligence, on-device computing, battery life and health features at the center of its product announcements.

Apple Unveils iPhone 18 Pro, Foldable Duo and Siri AI at Apple Park

Apple CEO John Ternus wants you to know that the iPhone isn't going anywhere.

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On Sept. 9, 2026, the consumer electronics giant debuted its first foldable phone at $1,999 alongside new Pro models featuring a 2nm chip and Siri improvements.

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John Sculley, Zeta Global vice chairman emeritus and former Apple CEO, reacts to Apple's new iPhone Duo, the company's first foldable smartphone, which will have a 7.6-inch display when unfolded and a 5.4-inch outer screen. He speaks on "Bloomberg The Close.

Former Apple CEO Sculley 'Excited' About iPhone Duo

Apple introduced its first foldable iPhone at an event on Wednesday. The pricing will start at $1,999. The new product was introduced by John Ternus, who took over as Apple's CEO last week. The company also increased iPhone prices to make up for the rising cost of memory and storage chips. Apple's shares edged down 0.3%, faring better than the market.

Apple Introduces Foldable iPhone

Apple on Wednesday revealed its first foldable smartphone, iPhone Duo, and iPhone 18 Pro line-up in an event packed with device upgrades, offering a glimpse into how new CEO John Ternus intends to shape the company in the AI age.

Foldable iPhone, pricier 18 Pro unveiled in Apple's first event under Ternus

Apple on Wednesday unveiled its new iPhone 18 and its first foldable iPhone, the iPhone Duo. But amid all the attention on Apple's newest and most expensive devices, there's another change: Apple is raising the price of its existing iPhone models by $100.

There are new shiny iPhones, so Apple is making you pay more for older models

Apple Inc (NASDAQ:AAPL, XETRA:APC) debuted its first foldable iPhone on Wednesday, marking the biggest redesign of its smartphone lineup and opening a new revenue avenue for the company. Newly appointed CEO John Ternus hosted his first product keynote.

Apple unveils first foldable iPhone at first Ternus keynote

Apple's long-awaited foldable phone, the Duo, contains a number of surprises, including a critical hinge that was designed and built with the help of AI and 3D printing.

The hinge for Apple's new foldable phone was built with AI

CNBC's MacKenzie Sigalos reports on news regarding Apple.

Apple announces new foldable phone, the iPhone Duo

Apple unveils the iPhone Duo, the company's first foldable smartphone. Prices start at $1,999 and the phone will be available for preorder starting Oct. 16 in more than 70 countries and regions.

Apple Unveils $1,999 Foldable iPhone Duo

John Ternus helms his first major event as head of $4.5tn company, where he announces first foldable iPhone

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Characteristics and Risks of Standardized Options: https://bit.ly/2v9tH6D. New Apple (AAPL) CEO John Ternus is putting "his own thumbprint" on the company through new products the Mag 7 company announced in today's "Surprise and Shine" event.

Bull v. Bear: Do New AAPL iPhones Set Stage for Bull Run in the Mag 7 Stock?

At the company's annual September product event, Apple also demonstrated its work on artificial intelligence and other new devices.

Apple Unveils the iPhone Duo, a Foldable Phone That Costs $1,999

Apple's (AAPL) iPhone Duo is the biggest innovation the Mag 7 giant unveiled during its "Surprise and Shine" event, says Jeremy Roberts. The device is about as large as an iPad Mini and uses all of the features Apple is known for.

AAPL Shows Off iPhone Duo, iPhone 18 & AirPods 5 at "Surprise and Shine" Event

Apple Inc (AAPL) officially entered the foldable market today, taking direct aim at rival designs. Addressing attendees at the flagship Cupertino launch event, newly installed CEO John Ternus emphasized that modern smartphones require expansive visual space to keep up with user demands.

Apple unveils foldable iPhone, redefining flexible displays

Mandeep Singh of Bloomberg Intelligence says it will be hard for a lot of people to upgrade to a $2,000 foldable iPhone from Apple.

Foldable iPhone Is Niche Product, Singh Says

Alongside the new Apple Watch Series 12 and Ultra 4, Apple on Wednesday introduced a redesigned Apple Health app that takes advantage of Apple Intelligence to make better sense of your health data. The changes deliver things like a new Insights tab that includes a summary of the most timely information, plus personalized guidance, assessments, a new “readiness” score, and a computation of your “Health Age.

Apple's revamped Health app will calculate your ‘health age' and readiness score

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today introduced iPhone® Duo, the first foldable iPhone. Opened, it is the thinnest iPhone ever, with a 7.6-inch inner display that provides a large canvas for viewing content, gaming, and multitasking, and a special nano-texture finish that minimizes glare for an unparalleled viewing experience. Closed, the 5.4-inch outer display delivers 90 percent of the screen area of iPhone 18 Pro in a compact, pocketable design.1 Both displays share the same aspect ratio, so content scales proportionally, ensuring visual continuity.

Apple unveils iPhone Duo

Apple on Wednesday unveiled the Apple Watch Series 12 and Apple Watch Ultra 4 at its iPhone launch event in Cupertino. While the smartwatches aren't getting a major hardware makeover, they are getting some significant software updates.

Apple unveils Watch Series 12 and Watch Ultra 4 with an AI upgrade that can recap your day

The foldable iPhone will hit stores during a challenging time for Apple, which is contending with a supply chain crunch related to an industrywide shortage of computer chips and other key components.

Apple kicks off event to unveil foldable ‘iPhone Duo' as new CEO John Ternus takes reins

Apple today introduced its first foldable device, named the iPhone Duo, at its “Surprise and Shine” iPhone event held in Cupertino. The phone is the first marquee device launched under the company's new CEO, John Ternus.

Apple unveils its first foldable, the iPhone Duo

Apple unveiled its latest iPhone lineup, an updated Siri model, new AirPods and Apple Watch models at its annual product event, with investors showing a muted reaction to the announcements. Apple shares AAPL were down 1.53% at the time of writing, despite the company introducing several hardware and software updates.

Apple shares fall 1.5% as iPhone 18 Pro launch comes with $100 price ike

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today announced its most advanced health and fitness experience yet, expanding what Apple Watch® and iPhone® can do as intelligent, science-driven tools for users' personal wellbeing. Apple Watch Series 12 and Apple Watch Ultra® 4 introduce the new Health Sensing System, enabling the most accurate heart rate sensing in a wearable, as well as a new readiness experience to give users insight into their body's capacity to take on their day.1 They pair wit.

Apple advances health and fitness capabilities using Apple Intelligence and the most accurate heart rate sensing in a wearable

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today introduced Apple Watch® Series 12, engineered with advanced health sensors and all-new Apple silicon to deliver the most accurate heart rate sensing in a wearable,1 and advanced health and fitness features.

Introducing Apple Watch Series 12, with the all-new Health Sensing System

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today introduced Apple Watch Ultra® 4 — the ultimate sports and adventure watch — now including new, advanced health and fitness features, and longer battery life.

Apple unveils Apple Watch Ultra 4

Apple executive John Ternus made his debut appearance as the company's CEO during the company's annual product event Wednesday, touting new AI tools and the iPhone 18. The exec appeared to gesture to the longtime chatter on Wall Street and in the tech community about the company's approach to AI.

Apple's John Ternus Makes Product Event Debut As CEO Amid Chatter About Foldable iPhone

Apple's new CEO John Ternus kicked off the company's Surprise and Shine event Wednesday by laying out the company's position on AI: the iPhone is already the best AI device out there, and Apple cares more about data privacy than rivals.

Apple CEO John Ternus says the best AI device is still the iPhone

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today announced AirPods® 5, delivering the industry's best Active Noise Cancellation (ANC) in an open-ear design and even better sound quality, at an outstanding value.1 AirPods 5 feature an all-new multiport acoustic architecture and next-generation Adaptive EQ for even more immersive sound. Their breakthrough open-ear ANC removes up to 50 percent more external noise compared to AirPods 4 with Active Noise Cancellation, alongside a more natural Transp.

Apple introduces AirPods 5, featuring best-in-class open-ear Active Noise Cancellation

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today announced iPhone® 18 Pro and iPhone 18 Pro Max, delivering the most advanced pro camera system in an iPhone, and huge leaps in battery life and performance. The new 48MP Fusion Main camera, now with variable aperture, brings creative control that wasn't possible before, and new Pro controls let users customize their experience in the Camera app. Both models feature a smaller and even more useful Dynamic Island®, as well as A20 Pro and a next-generation vapor chamber that together deliver the highest sustained performance in iPhone history. iPhone 18 Pro Max also delivers the largest increase in battery life ever on iPhone, thanks to advancements in Apple silicon and a larger battery.1 Featuring iOS 27 with Apple Intelligence™2 and Siri® AI,3 iPhone 18 Pro models bring powerful AI capabilities together with personal context to become an intelligent personal hub with privacy and security at its core.

Apple debuts iPhone 18 Pro and iPhone 18 Pro Max

Apple launched its latest Pro phones, the iPhone 18 Pro and the iPhone 18 Pro Max, today at its fall “Surprise and Shine” iPhone event. While the design of the phones remains the same as the earlier model, the upgraded cameras are the highlight of the new devices.

Apple launches iPhone 18 Pro with upgraded camera

Apple Inc.'s $570 billion summer surge is saddling new Chief Executive Officer John Ternus with high expectations heading into the company's most anticipated event in years: the unveiling of the foldable iPhone on Wednesday. The stock has rallied 15% since June 25, when the company announced it was raising prices on many of its products, sending the shares to their worst day in more than a year.

Apple's Rally Pressures New CEO to Deliver on $2,000 Foldable iPhone

Apple's foldable iPhone could unlock a lucrative new growth opportunity. Here's how investors can play the potential upside through ETFs.

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John Ternus takes the stage for the first time as Apple's new boss to show off an ultraexpensive new smartphone.

Apple to Debut New Foldable iPhone, New CEO and New Prices

Apple (AAPL) shares are in focus ahead of the giant's highly anticipated launch event where it's expected to unveil its next-generation lineup, likely including the first foldable iPhone. While tech enthusiasts are buzzing over the expected hardware shift, institutional investors remain skeptical that a foldable device will act as an immediate catalyst that drives AAPL higher.

Apple stock: what a foldable iPhone really means for it

Josh Taves sets his expectations for Apple's (AAPL) "Surprise and Shine" product event, including products like iPhone 18 and a foldable iPhone model. It's the first time John Ternus will take the main stage as the Mag 7 company's new CEO.

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Apple stock has pulled back over the past few days as investors turn their attention to the company's upcoming event, where it is expected to unveil its foldable phone. AAPL fell to $316, down 4.50% from this month's high and 8.35% from its yearly high, while the options market signals more volatility ahead.

Apple stock falls to key support ahead of foldable iPhone launch: buy the dip?

Apple (NASDAQ:AAPL | AAPL Price Prediction) is asking customers to pay more on two fronts inside a fortnight, and the second raise arrives today. Apple stock trades at $316.06, down 0.

Apple Is Raising Streaming Prices and the Next iPhone Could Cost You $500 More

Apple Inc. (NASDAQ:AAPL) holds its biggest event of the year Wednesday at 1 p.m. ET at the Steve Jobs Theater in Cupertino, and for the first time in 15 years, someone other than Tim Cook will run the show.

Apple's 'Surprise and Shine' Moment Belongs to John Ternus

Apple CEO John Ternus posted a cryptic teaser hours before the company's launch event. The unusual teaser could signal a glitzier marketing strategy under Ternus.

Apple CEO John Ternus posts teaser video hours before the company's annual launch event

Apple Inc. (NASDAQ:AAPL) is trending ahead of a product event today, Wednesday, where the company is expected to unveil a foldable iPhone and updated iPhone Pro Max models. The event kicks off at 1 p.m.

Apple's New CEO Faces His First Product Launch Today — Here's What's Expected

Just before Apple (NASDAQ:AAPL | AAPL Price Prediction) takes the stage for what Bloomberg's Mark Gurman calls “the most exciting iPhone launch in a decade”, others are less convinced.

Tech Analyst Paul Meeks Has A Warning for Apple in the Face of Its Biggest Launch Ever

Dominic Rizzo, T. Rowe Price Global Technology Fund portfolio manager, joins 'Squawk Box' to discuss Apple's expected unveiling of the iPhone 18, what the release means for Apple, and more.

Apple set to unveil iPhone 18: What the release means for the tech giant

Apple is expected to unveil a slew of new and updated devices, including a long-rumored foldable iPhone, when it holds its annual late-summer hardware event Wednesday in Cupertino, California.

New Apple CEO to face first test with foldable iPhone launch

Apple Inc (NASDAQ:AAPL, XETRA:APC) is hosting its "surprise and shine" event today, where it is widely expected to unveil its first foldable device, the iPhone Ultra. The event begins at 18:00 BST at the Steve Jobs Theater in Cupertino, and will stream live on Apple's website and YouTube channel.

Apple's foldable iPhone Ultra set for reveal at 'surprise and shine' event

Apple is unveiling its latest generation of iPhones, widely expected to include a foldable version, on Wednesday at an event headlined by new CEO John Ternus, who took over from Tim Cook on Sept. 1.

New Apple CEO to unveil latest iPhone lineup

The new model will serve as the first big test for John Ternus, who took the role last week

Apple expected to unveil folding iPhone as new CEO takes center stage

Apple is set to unveil major new hardware, likely including its first foldable iPhone, at Wednesday’s Cupertino event. The launch is being watched closely as a key test for new leader John Ternus, though expectations are mixed.

Apple foldable iPhone expected at Sept. 9 Cupertino event; investors will watch the product lineup, premium iPhone refreshes and the new CEO's first test.

Apple Foldable iPhone Debut Poses Early Test for CEO

Anthropic IPO delayed to November as the Claude maker weighs a new AI model while its $65 billion run rate lifts valuation expectations before the offering.

Anthropic IPO Slips to November as Revenue Surges

Accenture Anthropic partnership embeds Accenture evaluators to bolster independent AI safety evaluation and boost Accenture services positioning.

Accenture Anthropic Partnership Adds Embedded AI Evaluators

SpaceX stock faces mixed signals as a NASA CCtCap contract and first public-quarter results vie with heavy AI capex and recent retail selling.

SpaceX Stock Sways After NASA Deal and Q2 Results

Wells Fargo's Netflix downgrade cites weak engagement and a thinner content slate plus a $57 target cut, raising valuation risk before the report.

Netflix Downgrade Flags Engagement Risk

Disney CTO Karandeep Anand appointment centralizes enterprise AI, product and engineering under CEO Josh D'Amaro and may prompt investor scrutiny.

Disney CTO Karandeep Anand To Lead AI Push

On Holding Mbappé signing marks the Swiss brand's entry into football and ends the star's long Nike tie, raising questions for On Holding and Nike.

Apple Foldable iPhone Debut Poses Early Test for CEO

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