Apple Sets September Product Unveiling for First Foldable Phone Under New Leadership

2026-08-27 companies

Cupertino, Wednesday, 26 August 2026.
Apple will host its annual product event on September 9, introducing its first foldable phone as incoming Chief Executive Officer John Ternus takes leadership of the tech giant.

Launch Event and Executive Transition

Apple Inc. (NASDAQ: AAPL) confirmed on Wednesday, 26 August 2026, that it will host its autumn product launch on September 9, 2026 [1][2]. This event marks the first major hardware unveiling since John Ternus assumed the position of Chief Executive Officer, succeeding Tim Cook who transitions to Executive Chairman on September 1, 2026 [1][6]. The keynote is scheduled to begin at 10 a.m. Pacific time at the Steve Jobs Theater in Cupertino, California [1][6]. Invitations sent to media feature the tagline “Surprise and shine” with a glowing Apple logo [1][2]. This follows the company’s Experience event on March 4, 2026 [5].

Foldable Device Specifications

Analysts expect the company to reveal its first foldable iPhone, potentially branded as the “iPhone Ultra,” alongside updated iPhone 18 Pro models and new Apple Watches [1][3]. Leaked specifications for the foldable iPhone suggest a 5.5-inch external display and a 7.8-inch internal display with a 4:3 aspect ratio [3]. The device is expected to feature a titanium and aluminum shell with a liquid metal hinge and a thickness of 4.5mm when open [3][7]. Production targets indicate Apple has instructed suppliers to prepare 10 million units within 2026 [3].

Pricing and Market Strategy

The iPhone Ultra is projected to price between $2,000 and $2,500, making it the most expensive foldable phone on the market [7]. Pricing pressure is driven by “RAMageddon,” a term referring to industry-wide memory shortages and increased costs associated with AI technology integration [3][7]. Apple recently implemented price increases on other hardware, raising the MacBook Pro by $400 to $1,999 [3]. The previous price can be calculated as 1599 [3]. Industry analysts indicate the standard iPhone 18 and iPhone 18e may feature 9GB of RAM to support on-device AI features in iOS 27 [3]. However, the standard iPhone 18 and iPhone 18e are rumored to launch several months after the September 9, 2026 event [4]. [alert! ‘Specific release dates for all regions remain unconfirmed by Apple officially’].

Sources

Apple John Ternus