Apple is scheduled to unveil its first-ever foldable iPhone on September 9, marking a seismic shift in its product strategy and handing a monumental first task to incoming CEO John Ternus.
The tech giant announced its fall event, themed "Surprise and Shine," for 10 a.m. PT at Apple Park according to TechCrunch. While the iPhone 18 Pro and iPhone 18 Pro Max are expected, the star is the foldable. Reports indicate it will be nicknamed the iPhone Ultra, a book-style device that closes to 5.5 inches and opens to a wider 7.6-inch screen. This event will be Ternus’s debut public presentation, as he officially takes over from Tim Cook on September 1.
The Scheduled Clash: Incremental Pros and a Radical Foldable
The September 9 lineup embodies a company hedging its bets. On one side are iterative, predictable updates. On the other is the biggest iPhone form factor gamble since the 2017 iPhone X.
The Predictable Pro Models:
- Power: Both Pro models will reportedly use an A20 Pro chip built on a 2nm process.
- Camera: Upgrades may include a variable aperture rear camera.
- Design: Remains similar to the iPhone 17 Pro, with a smaller Dynamic Island.
- Timing: Apple will not launch the standard iPhone 18 this fall; it's reportedly delayed until spring 2027.
The Radical iPhone Ultra:
- Form Factor: A book-like foldable that shifts from a 5.5-inch smartphone to a 7.6-inch tablet-like display.
- Compromises: Due to thinness constraints, it will reportedly use Touch ID instead of Face ID and will lack a telephoto lens.
- Positioning: It's designed to be a new ultra-premium tier, a halo product for the iPhone line.
This strategy, as we reported in Apple Axes 200 Jobs From Vision Pro and Siri Divisions, suggests Apple is funneling resources toward its most ambitious hardware bets while streamlining elsewhere.
Ternus's Inherited High-Wire Act
John Ternus isn't just hosting a product launch; he's being handed the keys seconds before Apple attempts its most precarious product leap in a decade. The stakes are two-fold.
First, he must sell a device with inherent compromises. The foldable iPhone's reported swap from Face ID to Touch ID and the missing telephoto camera are significant trade-offs for a premium product. Durability questions, the single biggest consumer concern with foldables, will be the elephant in the Steve Jobs Theater.
Second, he must justify what is expected to be an extremely high price tag. Reports cite ongoing memory shortages as a driver of price increases across the line. For an ultra-expensive foldable launching into a cautious market, Ternus's narrative must convince consumers that this isn't just a novel gadget, but a legitimate productivity tool.
His performance will set the tone for his entire tenure. A polished, confident debut that acknowledges the device's compromises while selling its unique advantages could cement him as a worthy successor. A stumble could amplify doubts about Apple's innovation pipeline. It's a CEO trial by fire, live-streamed globally.
What "Surprise and Shine" Will Really Reveal
Beyond the hardware specs, the September 9 event will be a disclosure mechanism for Apple's priorities and posture. Watch for these signals.
The New Power Dynamic:
How much stage time does Tim Cook get? A cameo appearance suggests a smooth, supportive transition. If Cook is entirely absent, it signals a firm, clean break and Ternus's full ownership from day one.
The Software Story:
The event will also announce launch dates for iOS 27, iPadOS 27, and macOS Golden Gate. How deeply is the foldable experience integrated into these updates? Does Apple demonstrate tablet-grade apps that leverage the larger unfolded screen, or is it treated as a big phone? The software optimization will make or break the use case, potentially unlocking new workflows that leverage the larger canvas, as hinted in earlier changes to shared UI elements like those in Apple Makes iMessage Backgrounds Shared Public Gripes.
The Ecosystem Play:
The event is also expected to include new Apple Watch Series 12 and Apple Watch Ultra 4 models, plus potential updates to the HomePod mini and Apple TV. Does Apple position the foldable iPhone as a command center for this ecosystem? Or is it presented as a standalone marvel?
The XOOMAR Analysis: Apple is executing a classic portfolio strategy: use reliable, high-margin Pro models to sustain the financial engine, while the daring foldable aims to capture new market territory and reinvigorate the brand's innovative edge. The unanswered question is consumer appetite. In an era where the industry is shifting focus from pure hype to utility, as noted in trends like Nvidia CEO Declares AI Hype Officially Over, Apple must prove its foldable is genuinely useful, not just shiny.
The September 9 keynote isn't just a product launch. It's the first chapter of the Ternus era and a definitive test of whether Apple can still redefine a category it famously perfected.
Why It Matters
- This launch represents Apple's first major product gamble since the iPhone X, signaling a new era under incoming CEO John Ternus.
- The introduction of a foldable iPhone creates a new ultra-premium tier and could reshape consumer expectations for high-end smartphones.
- Delaying the standard iPhone 18 until Spring 2027 shows Apple is prioritizing its Pro and Ultra lines, potentially altering its product release cadence and market strategy.
Originally published on XOOMAR. For more news and analysis, visit XOOMAR.
