- Apple is expected to introduce the iPhone 18 Pro, foldable iPhone, Apple Watch Series 12, Apple Watch Ultra 4, and possibly AirPods 5 at the 'Surprise and Shine' event.
- The standard iPhone 18, iPhone Air, and iPhone 18e are reportedly pushed to spring 2027 as Apple moves to a split launch cycle.
- Rising memory costs, partly due to AI infrastructure demand, have raised expectations of higher iPhone prices this year.
- The event is a test for John Ternus, who inherits a company facing pressure on its AI strategy, and could mark the beginning of Apple's post-Cook era if the foldable debuts.
- The biggest potential announcement is the foldable iPhone, expected with a book-style design, a 5.3-inch external display, a 7.8-inch internal screen, a titanium frame, and a display designed to minimise the visible crease.
- Estimates for the foldable iPhone's price have ranged from around $2,000 to $2,500, making it Apple's most expensive iPhone by a wide margin.
Apple's 'Surprise and Shine' event on September 9 is poised to be a significant milestone for the company, showcasing the iPhone 18 Pro and a much-anticipated foldable iPhone. This event marks John Ternus' first major product presentation as CEO, following his recent appointment on September 1.1256
The iPhone 18 Pro and iPhone 18 Pro Max are expected to feature the next-generation A20 Pro chip, built on a 2nm process, alongside notable camera upgrades, including a variable-aperture main camera on the Pro Max. However, the standard iPhone 18 has been pushed to 2027, as Apple shifts towards a split launch cycle for its iPhones.3
The foldable iPhone, rumored to have a book-style design with a 5.3-inch external display and a 7.8-inch internal screen, could be priced between $2,000 and $2,500, making it Apple's most expensive iPhone yet. This event is crucial for Ternus, as he aims to establish a new premium iPhone strategy and address the competitive landscape in AI and wearables.7
As Apple continues to innovate, the event could be remembered as the moment when the post-Cook era truly began, setting the stage for future advancements in technology and design.
“The foldable iPhone is expected to have a book-style design with a 5.3-inch external display and 7.8-inch internal screen, priced between $2,000 and $2,500. Rising memory costs from AI infrastructure demand are raising expectations of higher iPhone prices this year.”
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