Apple to unveil iPhone 18 lineup and first foldable at September “Surprise and Shine” keynote
Apple will hold a “Surprise and Shine” keynote at Apple Park, scheduled for 10 a.m. Pacific time and streamed via the Apple TV app and YouTube. New chief executive John Ternus is slated to present the event, which is expected to feature the iPhone 18 Pro and Pro Max alongside Apple’s first foldable iPhone, rumored to be called iPhone Ultra or iPhone Duo and priced above $2,000. The foldable may include a larger inner display, a smaller outer screen and side Touch ID, while the iPhone 18 Pro is anticipated to have a variable‑aperture camera and a 2 nm A20 Pro processor. Refreshed AirPods and new Apple Watch models, including Series 12 and a redesigned Watch Ultra 4, are also expected, and analysts note a worldwide memory‑chip shortage could affect pricing.
How this was covered
- Left-leaning outlets covered this 20h later
- Coverage peaked at 6 outlets in a single hour
Why it matters
The launch could reshape the smartphone market with Apple’s first foldable device and set new pricing trends.
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.
- Sep 9 The event, dubbed “Surprise and Shine,” is set for 10 a.m. PT and will be streamed via the Apple TV app and YouTube.
- Sep 11 Apple also announced the iPhone 18 Pro and Pro Max models, Apple Watch Series 12 and AirPods 5 alongside the iPhone Duo.
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