Apple to unveil first foldable iPhone at September 9 event as new CEO John Ternus takes the stage
Apple is set to launch its inaugural foldable smartphone at the September 9 “Surprise and Shine” event in Cupertino, with the device being referred to as the iPhone Duo or iPhone Ultra. The base model is priced at about $2,000, while higher‑capacity versions could reach $2,500 or more, reflecting a surge in memory costs. The rollout will coincide with the debut of the iPhone 18 Pro line, while the standard iPhone 18 models are postponed to 2027.
Production is expected to be limited to a few hundred units per day, and analysts note that the naming and exact pricing remain contested across reports. The launch marks John Ternus’s first public appearance as CEO and signals Apple’s entry into the premium foldable market.
Why it matters
Apple’s first foldable phone could reshape premium smartphone pricing and bring a new form factor to mainstream consumers.
How this story developed
- Aug 24 Apple to unveil $2,000-plus foldable iPhone Ultra at September event
- Aug 27 The September 9 event will be the first major public appearance of new CEO John Ternus.
- Aug 30 Apple confirmed a prototype stylus for the foldable iPhone but said it probably will not be available at the September 9 event.
- Sep 5 John Ternus circulated an opening memo to employees emphasizing the upcoming September 9 launch.
- Sep 7 UK retailers reduced the iPhone 17 Pro’s price by £100.
- Sep 8 Apple will host its “Surprise and Shine” keynote on September 9, introducing the iPhone 18 series, the inaugural foldable iPhone Ultra, and updates to its Watch, AirPods and home devices.
- Sep 9 John Ternus made his first public appearance as Apple’s chief executive at the September keynote.
- Sep 9 Apple unveiled the foldable iPhone at the September 9 event with a base price of $2,000.
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