Apple’s annual fall product event is expected to introduce the company’s first foldable iPhone while marking the first major product showcase under new CEO John Ternus, who succeeded Tim Cook on September 1.
The event, titled “Surprise and Shine,” will take place on September 9 at Apple’s headquarters in Cupertino, California. The company typically uses the annual showcase to reveal new products ahead of their retail launches.
Apple faces pressure to prove its AI progress
Apple enters this year’s event with significant expectations as iPhone growth slows and competition in artificial intelligence accelerates.
With millions of consumers already owning iPhones, convincing customers to upgrade to more expensive models could become more challenging as households face higher costs for everyday expenses.
Analysts say Apple also needs to demonstrate stronger AI capabilities, as competitors such as Alphabet have moved more aggressively in the artificial intelligence space.
“The market overall has been disappointed by the fact that Apple has not really participated in this AI fever,” said Melissa Otto, head of research at S&P Global Visible Alpha.
The event could give Apple an opportunity to differentiate itself by showing how its foldable technology and AI features can provide new value for consumers.
First foldable iPhone expected
The biggest anticipated product announcement is Apple’s first foldable smartphone, which could reportedly be called the iPhone Ultra.
Foldable phones have already gained popularity in markets such as Asia, where companies including Samsung and Huawei have released multiple models. These devices typically offer larger displays designed for activities such as video streaming and multitasking.
According to analysts, the foldable smartphone category is one of the few segments expected to grow in 2026. IDC estimates that Apple’s entry could help increase foldable device sales to 22.9 million units this year.
While Apple has not confirmed pricing, analysts expect the foldable iPhone to cost significantly more than current models, with estimates suggesting a price around $2,000. Apple’s current premium iPhone model starts at approximately $1,200.
John Ternus begins new era at Apple
Investors will also closely watch John Ternus as he leads his first major Apple product event as CEO.
During Tim Cook’s 15-year leadership, Apple’s annual revenue expanded to more than $416 billion, while the company’s market value grew to become one of the highest among publicly traded companies.
Dan Ives of Yorkville Ives & Co. said the event will be important for Ternus as he begins establishing his own direction for Apple.
Ternus joined Apple’s product design team in 2001 and has played a role in developing major products including the iPad and AirPods. His background is heavily focused on hardware engineering and product development.
Some analysts believe Apple needs more than engineering improvements and hope Ternus can help bring renewed product innovation and excitement to the company.