Apple (AAPL) Sets iPhone Launch Event. The First Under New CEO John Ternus
Apple unveiled its first foldable device, named the iPhone Duo, during its annual product event led by new CEO John Ternus. The rollout represents the biggest change to the iPhone in its nearly 20-year history. Unlike early foldable iterations that resembled vertical slabs, Apple utilized a wider form factor designed to improve the aspect ratio for video viewing when unfolded. The event also featured announcements regarding the iPhone 18 Pro lineup, Apple Watch 12, and new AirPods.
What changed
Apple officially revealed its first foldable phone as the iPhone Duo, shifting previous expectations that the device would be called the iPhone Ultra.
Live updates
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Apple Unveils First Foldable iPhone Named iPhone Duo
Apple unveiled its first foldable device, named the iPhone Duo, during its annual product event led by new CEO John Ternus. The rollout represents the biggest change to the iPhone in its nearly 20-year history. Unlike early foldable iterations that resembled vertical slabs, Apple utilized a wider form factor designed to improve the aspect ratio for video viewing when unfolded. The event also featured announcements regarding the iPhone 18 Pro lineup, Apple Watch 12, and new AirPods.
Why it matters
This launch marks the first major product presentation for John Ternus as Apple CEO, serving as an immediate test of his leadership. The company held the keynote event at Apple Park in Cupertino following a period where Apple stock fell to $319. Analysts previously set price targets between $250 and $380, with expectations that the foldable device could carry a price tag exceeding $2,000.
What is confirmed
- Apple unveiled its first foldable phone, the iPhone Duo, marking the biggest change to the iPhone in its nearly 20-year history.
- John Ternus led the annual product event as the new Apple CEO.
- Apple adopted a wider form factor for the foldable device to aid in a better aspect ratio while watching videos when unfolded.
Still unconfirmed
- The anticipated foldable iPhone may carry a price tag exceeding $2,000.
What to watch next
- Market performance and consumer reception of the iPhone Duo
- Actual retail pricing confirmation for the iPhone Duo and iPhone 18 Pro lineup
- Stock valuation response following the product announcements
confidence 100%Sources used for this update (7)
- mashable.com — Apple Event 2026: Live updates on iPhone 18 Pro, Apple Watch 12, and new AirPods
- www.straitstimes.com — New Apple CEO to face first test with foldable iPhone launch
- www.cnn.com — Apple’s new CEO expected to reveal the first foldable iPhone
- www.theglobeandmail.com — The Zacks Analyst Blog Highlights AAPL, GXPT, VGT, FTEC, TRUT, TOPT, MGK
- techcrunch.com — Apple unveils its first foldable, the iPhone Duo
- finance.yahoo.com — Apple Seen Unveiling First Foldable Phone, iPhone 18 Pro in New CEO's First Major Product Launch Event
- www.aol.com — Apple CEO John Ternus posts teaser video hours before the company's annual launch event
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Apple to Unveil Foldable iPhone Ultra at September 9 Event
Apple will hold its "Surprise and Shine" product event tomorrow, September 9, at 10am PDT at Apple Park in Cupertino. New CEO John Ternus will lead the keynote, which is expected to feature the iPhone 18 Pro lineup and the company's first foldable device, the iPhone Ultra. Apple stock recently fell to $319 ahead of the presentation. Analysts have set price targets between $250 and $380, while the anticipated iPhone Ultra may carry a price tag exceeding $2,000.
Why it matters
This event marks the first major product launch under John Ternus's leadership as CEO. Apple is entering the foldable market to compete with established offerings from Samsung and Google.
What is confirmed
- Apple will hold the Surprise and Shine event on Wednesday, September 9.
- The event takes place at 10am PDT / 1pm EDT at Apple Park in Cupertino.
- CEO John Ternus will lead the keynote.
- Apple stock dropped to $319 before the event.
- Analysts have set Apple price targets ranging from $250 to $380.
- The iPhone Ultra is expected to cost more than $2,000.
Still unconfirmed
- Apple will unveil the iPhone 18 Pro and iPhone 18 Pro Max.
- Apple will introduce new AirPods, Apple Watch 12, and smart home hardware.
What to watch next
- Official product pricing and specifications for the iPhone Ultra
- Apple stock market reaction following the keynote
- Confirmation of Apple Watch 12 features
confidence 90%Sources used for this update (5)
- finance.yahoo.com — Apple expected to unveil first foldable iPhone as new CEO Ternus takes stage
- www.cnet.com — Apple Event 2026 Live: The First Foldable iPhone, iPhone 18 Pro, Apple Watch 12 and More
- blockonomi.com — Apple (AAPL) Stock Drops to $319 Before Major iPhone 18 Launch Event
- macdailynews.com — Apple’s ‘Surprise and Shine’ event arrives tomorrow: Foldable iPhone, 18 Pro lineup, and a new CEO era
- coincentral.com — Apple (AAPL) Stock: What Wall Street Expects From the September 9 iPhone Event
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Apple Schedules Surprise and Shine Event for September 9
Apple will host its "Surprise and Shine" launch event on Wednesday, September 9. This marks the first major product event under new CEO John Ternus. The company is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max. Reports indicate Apple may also introduce its first foldable device, the iPhone Ultra, alongside new AirPods, Apple Watch models, and smart home hardware. The event follows a period of anticipation regarding Apple's entry into the foldable market, where competitors like Google and Samsung have already established a presence.
Why it matters
The transition to John Ternus as CEO places this event under intense scrutiny as a signal for the company's future hardware direction. The potential introduction of a foldable device would represent a significant shift in Apple's smartphone design philosophy.
What is confirmed
- Apple's launch event is scheduled for September 9.
- The event is titled Surprise and Shine.
- John Ternus is the new CEO of Apple.
- The iPhone 18 Pro is expected to be revealed at the event.
Still unconfirmed
- Apple may unveil a foldable iPhone Ultra.
- New Apple Watch models, AirPods, and smart home devices could be announced.
- The iPhone 18 may include price increases and new colors.
What to watch next
- Official product specifications for the iPhone 18 Pro
- Confirmation of a foldable iPhone Ultra launch
- Pricing announcements for the new hardware lineup
confidence 90%Sources used for this update (9)
- The Verge — What to expect at Apple’s September 9th launch event
- mashable.com — The latest iPhone 18 news, leaks, and rumors: Release date, price increases, new colors
- The Washington Post — The best time to buy an iPhone may be right this minute
- Forbes — Apple iPhone 18 Pro Release Date Schedule: Your Complete September Countdown
- finance.yahoo.com — Apple (AAPL) Sets iPhone Launch Event. The First Under New CEO John Ternus
- www.digit.in — Apple’s 'Surprise and Shine' event will take place on Wednesday, September 9.
- www.dailymail.com — Apple is hosting its 'surprise and shine' event this week where it could unveil its foldable iPhone Ultra - here's how you can watch live
- www.hindustantimes.com — Apple’s September 9 event could bring its biggest product lineup yet under John Ternus
- gizmodo.com — Live Updates From Apple’s ‘Surprise and Shine’ iPhone Event