Tim CookJohn TernusYouTubeSamsung ElectronicsApple Inc.

Apple's 2026 event to unveil foldable iPhone Ultra, iPhone 18 Pro, and Pro Max; watch the announcement live

Apple's upcoming event on September 9 will unveil the highly anticipated foldable iPhone Ultra, alongside the iPhone 18 Pro and Pro Max models. This marks Apple's entry into the foldable smartphone market, seven years after Samsung's debut, and is the first major announcement under new CEO John Ternus.

TechCrunch TechCrunch8 September 2026 · 18:43 UTC
CuriousCats Full Story

Apple's annual iPhone event is set for September 9 at 10 a.m. PDT, promising significant announcements including the foldable iPhone Ultra, the iPhone 18 Pro, and iPhone 18 Pro Max. This event marks Apple's long-awaited entry into the foldable smartphone market, a move anticipated for seven years since Samsung's initial launch.123

The foldable iPhone Ultra is rumored to be priced around $2,000, catering to consumers seeking cutting-edge technology. For those less interested in foldable devices, the iPhone 18 Pro and Pro Max will offer traditional upgrades.

This event is particularly notable as it will be the first major product announcement under new CEO John Ternus, following the departure of longtime leader Tim Cook. Apple has prepared for a “Surprise and shine” event, encouraging fans to set reminders on YouTube to ensure they don’t miss the live announcement.

As Apple steps into this new market, industry watchers are eager to see how the foldable iPhone Ultra will compete against existing models and whether it will redefine user expectations in the smartphone landscape.

Key Insight
“The foldable iPhone Ultra is rumored to cost $2,000, a price that may deter some buyers, while the iPhone 18 Pro and Pro Max offer alternatives for those not interested in the foldable form factor. Apple's entry comes about seven years after Samsung's first foldable.”
Apple Set for Major Product Launch with Foldable iPhone
CuriousCats Shorts-list
Apple Set for Major Product Launch with Foldable iPhone
Apple’s Biggest iPhone Launch Yet? iPhone Fold, iPhone 18 Pro & More Expected On September 9
CuriousCats Shorts-list
Apple’s Biggest iPhone Launch Yet? iPhone Fold, iPhone 18 Pro & More Expected On September 9
CuriousCats studied:
1
TechCrunchTechCrunch
“Apple will host its annual iPhone event on Wednesday, September 9 at 10 a.m. PDT, and it’s expected to be a big one.”
TechCrunch →
Ask CuriousCats
What will Apple unveil in 2026?
Why is the foldable iPhone Ultra significant?
How long has Samsung been in foldable market?
Are other companies also launching foldable devices?
Which iPhone models are alternatives to the Ultra?
CuriousCats STORYARC
EARLIER IN THE STORY:
Apple's 'Surprise and Shine' event Wednesday night marks CEO John Ternus' first public appearance; foldable iPhone, AI integration, and rising costs expected to dominate
BusinessLineBusinessLine
Apple's 'Surprise and Shine' event Wednesday night marks CEO John Ternus' first public appearance; foldable iPhone, AI integration, and rising costs expected to dominate

Apple's 'Surprise and Shine' launch event on Wednesday night marks CEO John Ternus' first public event, with anticipation around foldables, AI integration, and rising costs.

AppleApple Event 2026Apple Launch
2026-09-08
TL;DR by CuriousCats.ai
  • Apple's 'Surprise and Shine' launch event on Wednesday night is CEO John Ternus' first public event, with anticipation around foldables, AI integration, and rising costs.
  • Apple's first foldable phone is expected to cost between $2000-2500, costlier than its competition, giving a fresh push to a category that has struggled to move beyond a niche.
  • Rishi Padhi, Principal Analyst at Gartner (India), said Apple’s entry into foldables will be important for the whole ecosystem, as other vendor OEMs will show substantial interest.
  • Tarun Pathak, Research Director at Counterpoint, notes foldables are only about 2 per cent of the global smartphone market, but with Apple coming in, software integration and AI use cases will come to the fore.
  • Prabhu Ram, Vice-President - Industry Research Group, CyberMedia, believes Apple loyalists are likely to embrace the foldable form factor despite high prices, offset by more accessibility initiatives.
  • In a first, Apple is likely to skip the base iPhone 18 variant and instead launch the iPhone 18 Pro and iPhone 18 Pro Max variants on Wednesday night.
Apple's 'Surprise and Shine' event on September 9 marks John Ternus's first keynote as CEO; iPhone 18 Pro and Pro Max expected alongside first foldable iPhone
The HinduThe Hindu
Apple's 'Surprise and Shine' event on September 9 marks John Ternus's first keynote as CEO; iPhone 18 Pro and Pro Max expected alongside first foldable iPhone

The 'Surprise and Shine' event at the Steve Jobs Theatre in Cupertino will be the first product launch under CEO John Ternus, who formally took over from Tim Cook on September 1.

AppleApple KeynoteIphone 18
2026-09-08
TL;DR by CuriousCats.ai
  • John Ternus formally took over as CEO from Tim Cook on September 1.
  • Apple's 'Surprise and Shine' event is scheduled for September 9 at the Steve Jobs Theatre, where the company is expected to unveil the iPhone 18 Pro and Pro Max along with its first foldable iPhone.
  • Pre-orders for the new devices are expected to open on September 12 at midnight PT, according to Forbes.
  • The expected retail release for the iPhone 18 Pro and Pro Max is on September 18, although Apple has not confirmed this date.
  • The first foldable iPhone is expected to be called 'ultra' and represents Apple's biggest form-factor shift since the iPhone X.
  • The foldable iPhone is anticipated to feature custom engineering rather than a straightforward hinge-and-glass design.
CuriousCats
RELATED COVERAGE:
Apple's new CEO John Ternus to debut first foldable iPhone at Wednesday event; device may eclipse $2,000
Yahoo Finance🇮🇳8 September 2026 · 16:41 UTC
Apple's new CEO John Ternus to debut first foldable iPhone at Wednesday event; device may eclipse $2,000

The foldable iPhone is expected to match styling of Samsung's leading foldables but carry a price tag that could exceed $2,000. Apple may also unveil iPhone 18 Pro models with an upgraded A-series processor and camera aperture, while the base iPhone 18 could shift to early next year.

Samsung Galaxy Z Fold8, the world's lightest fold at 201 grams, gets biggest-ever discount with $250 price cut; wider 4:3 display enhances media and reading
Samsung Global Newsroom🇮🇳8 September 2026 · 18:43 UTC
Samsung Galaxy Z Fold8, the world's lightest fold at 201 grams, gets biggest-ever discount with $250 price cut; wider 4:3 display enhances media and reading

The Z Fold8's 4:3 inner display offers a more cinematic experience for movies and games, while its 3:4 portrait orientation suits reading. It packs a 4,800mAh battery rated for over 26 hours of video playback, and the Ultra variant boosts capacity to 5,000mAh.

IFA 2026 hands-on: Xiaomi 18 Fold's 7.58-inch display and XRING O3 chip impress; XREAL Aura MR glasses with Gemini cause eye strain after 20 minutes
bgr.com🇮🇳8 September 2026 · 18:43 UTC
IFA 2026 hands-on: Xiaomi 18 Fold's 7.58-inch display and XRING O3 chip impress; XREAL Aura MR glasses with Gemini cause eye strain after 20 minutes

The Xiaomi 18 Fold weighs 219 grams and is 5.02 mm thick, with a 200MP Leica triple-camera system and 6,000 mAh battery. XREAL's Aura glasses, a Google partnership, run Android XR and can connect to a laptop or Steam Deck via USB-C.

Foldable iPhone to launch with limited stock as Apple pushes producers on quality standards; device expected to open like a book with $2,000-plus price
Bloomberg.com🇮🇳8 September 2026 · 12:53 UTC
Foldable iPhone to launch with limited stock as Apple pushes producers on quality standards; device expected to open like a book with $2,000-plus price

Production is currently limited to only a few hundred units a day, according to Nikkei Asia, reflecting Apple's extreme quality control. The device is expected to feature a 5.5-inch outer display and a 7.6-inch inner folding display, with a premium price likely above $2,000.

Apple's 'Surprise and Shine' event to feature iPhone 18 Pro, foldable iPhone, and John Ternus' first big test; standard iPhone 18 pushed to 2027
Storyboard18🇮🇳8 September 2026 · 12:53 UTC
Apple's 'Surprise and Shine' event to feature iPhone 18 Pro, foldable iPhone, and John Ternus' first big test; standard iPhone 18 pushed to 2027

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.

Apple reportedly schedules iPhone 18 Pro event for September 9; models to feature variable-aperture camera, TSMC's 2-nanometre A20 Pro chip, Sky Blue titanium finish
Inshorts🇮🇳8 September 2026 · 13:29 UTC
Apple reportedly schedules iPhone 18 Pro event for September 9; models to feature variable-aperture camera, TSMC's 2-nanometre A20 Pro chip, Sky Blue titanium finish

The event will be streamed live on Apple's YouTube channel, making it accessible to a global audience. The new Sky Blue titanium finish marks a departure from previous color options, while the A20 Pro chip is expected to deliver significant performance gains over current models.

Leaked iOS 27 beta code reveals advanced camera features for iPhone 18 Pro, including exposure scopes, focus peaking, and aperture-based image correction
🇮🇳8 September 2026 · 14:04 UTC
Leaked iOS 27 beta code reveals advanced camera features for iPhone 18 Pro, including exposure scopes, focus peaking, and aperture-based image correction

The features are hidden in the developer beta and not accessible to public beta users, with exposure scopes offering three presets for waveform and histogram overlays. Manual focus, previously limited to third-party apps like Final Cut Camera, may finally come to the default camera app, though availability on current iPhone models remains uncertain.

Six teams from Tamil Nadu, spanning Chennai to Coimbatore, make Samsung Solve for Tomorrow national Top 40 with AI, IoT, and wearable solutions
Samsung Global Newsroom🇮🇳8 September 2026 · 18:36 UTC
Six teams from Tamil Nadu, spanning Chennai to Coimbatore, make Samsung Solve for Tomorrow national Top 40 with AI, IoT, and wearable solutions

More than half of this year's national Top 40 teams come from Tier 2 and Tier 3 cities, reflecting a shift in innovation beyond traditional tech hubs. The Tamil Nadu teams' solutions address education, road safety, healthcare, mobility, and rehabilitation, with one team developing an AI-powered voice system to make complex information accessible in Indian languages.

Samsung's Galaxy Z Flip 8 is the best flip smartphone you can buy right now; it packs an Exynos 2600, 4.1-inch cover display, and starts at Rs 1,24,999
🇮🇳7 September 2026 · 06:49 UTC
Samsung's Galaxy Z Flip 8 is the best flip smartphone you can buy right now; it packs an Exynos 2600, 4.1-inch cover display, and starts at Rs 1,24,999

The Z Flip 8 weighs just 180 gm and is crafted in Armor aluminium, with a 4300 mAh battery that lasts a day but charges at only 25W wired. It also offers seven years of Android OS updates and enhanced FlexCam Portraits for lowlight photography.

Accenture and Google Cloud launch Gemini Enterprise Business Group to deploy agentic AI with up to 1,000 forward-deployed engineers working on-site with customers
qz.com🇮🇳8 September 2026 · 17:47 UTC
Accenture and Google Cloud launch Gemini Enterprise Business Group to deploy agentic AI with up to 1,000 forward-deployed engineers working on-site with customers

The group will prioritize four areas, including expanding Gemini Enterprise adoption and building industry-specific solutions. YouTube, an early client, saw an 11% increase in customer sentiment and a 37% reduction in call-handling time after deploying a Gemini Enterprise agent for NFL Sunday Ticket surge demand.

Get your CIA-level briefing,
in real time.
CuriousCats monitors the internet every minute for you and brings you the most personalized brief of videos, social media posts, news and more.
Download the App
One story brought you here.
CuriousCats brings you everything else worth knowing.
Get CuriousCats