iPhone Duo Launch Today; CEO John Ternus to Lead His 1st Apple Event, Likely to Unveil Foldable 'iPhone Ultra'
Apple is holding its annual hardware event at Apple Park, with the iPhone 18 Pro series and its first foldable iPhone expected to headline the showcase. The event marks John Ternus’ first major launch as CEO following his succession of Tim Cook. New Apple Watch, AirPods and smart home products are also anticipated.
Apple is hosting its annual late-summer hardware showcase today, marking the first major product launch under newly appointed Chief Executive Officer John Ternus. The high-stakes keynote at Apple Park in Cupertino is expected to introduce a sweeping hardware refresh, headlined by the company's long-rumored entry into the foldable smartphone market.
Ternus officially stepped into the role on September 1, succeeding Tim Cook after a 15-year run at the helm. Having joined Apple's design division in 2001 and previously leading engineering for the core product portfolio, Ternus takes center stage at a crucial juncture for the tech giant. Industry watchers anticipate the introduction of the new iPhone 18 Pro series alongside the company's first book-style foldable device, widely speculated to be named the iPhone Ultra. iPhone Duo Price: Know How Much Apple's Foldable 'iPhone Ultra' Could Cost.
Foldable iPhone Debuts Amid Market Pressures
The centerpiece of today's presentation is expected to be Apple's debut foldable device, designed to merge smartphone portability with a larger tablet-style internal display. While competitors like Samsung and Huawei have populated the foldable category for years, analysts note that Apple's entry could significantly reshape global market dynamics.
The launch arrives during a challenging period marked by industry-wide supply chain constraints and rising memory component costs driven by artificial intelligence infrastructure demands. Consequently, analysts project higher average price points across the new hardware lineup, with the premium foldable expected to test consumer demand at the ultra-luxury tier. Will Apple Cut iPhone 17 Price After iPhone 18 Launch?.
Hardware Lineup and Ecosystem Updates
Alongside the foldable device and the standard iPhone 18 Pro iterations, the keynote is expected to feature updates across Apple's broader ecosystem. Reports indicate that new iterations of the Apple Watch, refreshed AirPods models, and upgraded smart home accessories integrated with advanced artificial intelligence capabilities may also make their appearance.
(The above story first appeared on LatestLY on Sep 09, 2026 07:33 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).