Apple prepares to unveil its long-rumored foldable iPhone, tentatively called the iPhone Ultra, starting at $2,000 during its late-summer hardware event in Cupertino, California. The debut marks the first major product launch under new chief executive John Ternus following Tim Cook’s departure.
John Ternus Takes the Stage for His First Major Hardware Event
Apple will hold its annual late-summer hardware event on Wednesday in Cupertino, California, marking the first major launch under new chief executive John Ternus. Ternus stepped into the role on September 1 following the departure of longtime CEO Tim Cook. At 51 years old, the new executive brings a deep engineering background to the top job, having joined Apple’s design team in 2001 and eventually leading the engineering units behind the company’s core product lineup.
In his first company-wide email sent last week, Ternus promised that Wednesday’s presentation would be phenomenal
. The event kicks off at 10 am local time, giving the first-time CEO an immediate, high-visibility moment to stamp his personal direction onto Apple’s product strategy.
Entering the Foldable Market With Premium Pricing
The centerpiece of the hardware lineup is expected to be Apple’s long-awaited foldable iPhone, which is rumored to carry the iPhone Ultra moniker. Bloomberg’s Mark Gurman reported that the device will carry a cost that could top $2,000, positioning it at the very top of the folding phone category rather than undercutting existing options.
Like Samsung’s folding devices, Apple’s hardware features a smaller external display when closed and a much larger screen that unfolds when opened. According to Bloomberg, the foldable Ultra will measure roughly the size of a passport when closed and house two camera lenses consisting of a regular and an ultra-wide lens. Industry analysts note that while foldables account for a tiny fraction of total smartphone shipments at under 2 percent globally, Apple’s entry could command a substantial share of that demand.
| Device Model | Starting Price |
|---|---|
| Samsung Galaxy Z Fold 8 | $1,899 |
| Samsung Galaxy Z Fold 8 Ultra | $2,099 |
| Apple foldable iPhone (expected) | Could exceed $2,000 |
Research firm IDC projects that Apple could capture 31 percent of foldable demand by the end of the year and reach 40 percent by 2027. Apple’s foldable iPhone is very likely to shift the competitive dynamics both in China and global markets,
said Kiranjeet Kaur, an IDC research associate, speaking to AFP.
Supply Chain Realities and iPhone 18 Pro Lineups
The launch arrives during a challenging period for component manufacturing. Surging demand for powerful processors driven by the artificial intelligence boom has created a supply chain crunch, pushing prices upward across multiple industries. IDC forecasts that smartphone shipments will decline by more than 16 percent this year while average device costs jump more than 27 percent.
Even so, high-end devices retain a degree of insulation from these pressures. Foldable phones are not immune to the memory supply shortages, but the relative impact is lower considering these phones are already priced in the higher-range,
Kaur explained to AFP.
Alongside the foldable, Apple is expected to introduce refreshed iPhone 18 Pro models equipped with the company’s newest A-series processor and camera updates, including an improved aperture system for enhanced lighting control. Because Apple significantly reworked the Pro styling with the iPhone 17, visual alterations this year will remain concentrated under the hood. Meanwhile, reports indicate that standard base-model iPhone 18 units might be delayed until next year.
New Wearables Face Intensifying Health Tech Competition
Wednesday’s event will also bring updated hardware across Apple’s wearable ecosystem, including the Apple Watch Series 12 and Apple Watch Ultra 4, alongside an improved, AI-powered version of Siri integrated into new devices, watches, AirPods, an Apple TV box, and the HomePod mini. Bloomberg also reported on a potential 7-inch smart home hub device, though its exact release window remains unconfirmed.
The health wearable update arrives as competition heats up against rivals like Oura and Samsung, both of which have captured consumer attention with ring-style health trackers.
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