CUPERTINO (Web Desk) – Apple is expected to unveil a major lineup of new devices, with a long-rumored foldable iPhone potentially becoming the centerpiece of its latest hardware event.
Apple is preparing for a closely watched hardware event in Cupertino, where the technology giant is expected to introduce several new and updated products, including its long-rumored foldable iPhone.
The event is particularly significant because it will be the first major Apple product presentation under new Chief Executive Officer John Ternus, who assumed the position on September 1 after Tim Cook stepped down.
Ternus, 51, joined Apple’s design organization in 2001 and gradually rose through the company’s engineering leadership. He eventually became responsible for engineering teams overseeing Apple’s major product categories, including the iPhone.
In his first company-wide communication as chief executive, Ternus described the upcoming event as “phenomenal,” raising expectations for a presentation that could introduce a major new product category for Apple.
The most anticipated announcement is expected to be a foldable iPhone, reportedly carrying the name iPhone Ultra. Reports suggest the device could have a starting price of around $2,000, placing it firmly in Apple’s premium smartphone segment.
The rumored design would follow the broad concept already established by Samsung’s foldable smartphones. When closed, the device would operate like a conventional phone with an external display, while opening it would reveal a substantially larger screen.
Such a design would allow users to carry a device with smartphone portability while gaining a display closer to the size of a small tablet.
The launch would represent a major strategic test for Apple. Although foldable smartphones remain a small part of the overall mobile market, Apple’s entry could significantly alter competition in the premium segment.
Samsung introduced one of the first mainstream foldable smartphones in 2019 and has since developed its Galaxy Z Fold series. Apple’s potential entry into the category could intensify competition between the two companies while putting additional pressure on other manufacturers developing flexible-display devices.
Industry research cited in the report suggests Apple could capture a substantial share of foldable smartphone demand despite the category’s relatively limited overall size.
IDC research associate Kiranjeet Kaur said Apple’s entry could influence competitive dynamics in both China and international markets.
The potential launch also comes at a challenging time for the wider smartphone industry. Strong demand for advanced chips driven by artificial intelligence has contributed to pressure across the semiconductor and memory supply chain.
Rising component costs are creating challenges for manufacturers, with industry forecasts pointing toward weaker smartphone shipments and higher average device prices.
Foldable phones could be affected by those supply constraints, although their premium pricing may reduce the relative impact of higher component costs.
Apple’s broader iPhone strategy is also expected to attract attention during the event. Reports suggest the company could initially focus on premium iPhone 18 Pro and Pro Max models, while a lower-priced standard iPhone 18 could arrive later.
The rumored foldable model is said to be approximately the size of a passport when closed and could feature two rear cameras, including standard and ultra-wide lenses.
Beyond smartphones, Apple is expected to expand artificial intelligence features across its product ecosystem. An upgraded version of Siri powered by AI could become part of several devices, potentially including Apple Watches, AirPods, Apple TV hardware and the HomePod mini.
Reports have also suggested that Apple is developing a roughly seven-inch smart-home device designed to function as a centralized household hub. It remains unclear whether that product will be introduced at the event or released later.
The hardware presentation therefore carries significance beyond a conventional annual product refresh. A successful foldable iPhone could give Apple access to a rapidly developing premium category while reinforcing its position in a market increasingly shaped by artificial intelligence and advanced hardware.
For Ternus, the event will also serve as an early test of his leadership following the transition from Cook. The scale of the rumored announcements means investors, consumers and competitors will be closely watching Apple’s next move.
