Apple’s upcoming September 9 event will mark a shift in tone and strategy for the company. With Tim Cook stepping down from the CEO role and handing leadership over to John Ternus, Apple is primed to present what could be its most ambitious hardware rollout in years. The spotlight is on the company’s first foldable iPhone—rumored to be called the iPhone Ultra—but the lineup also includes the next-generation iPhone 18 Pro and Pro Max, as well as updates for HomePods, AirPods, and artificial intelligence capabilities.
The Foldable iPhone Ultra: Specs vs. Trade-Offs
At long last, Apple seems ready to enter the foldable phone arena. The rumored foldable iPhone, tentatively named “iPhone Ultra,” will feature a book-style design with a 5.5-inch cover display that opens to a 7.8-inch inner screen, giving it a small iPad–like feel when unfolded and a more compact form when folded.
Apple is reportedly putting effort into build quality—reviewers who have handled pre-release units say theFold adds a “premium feel” and minimizes the crease in its inner screen, a longtime point of criticism for foldables. But some compromises are apparently necessary. The telephoto lens on the rear camera may be absent, and Face ID might be replaced with Touch ID placed on the side to save component space.
As for pricing, expectations are high: pricing north of $2,000 is likely, placing it well above most current flagship devices but below pricier wearable headsets like Apple’s Vision Pro.
Other Big Moves: Pro Models, AI, and Accessory Upgrades
For users not in the foldables crowd, Apple is simultaneously advancing the iPhone 18 Pro and iPhone 18 Pro Max. Leaks suggest they’ll arrive in September alongside the Ultra, whereas the regular iPhone 18 and possibly an entry-level iPhone 18e will follow in spring 2027.
These Pro models are expected to offer internal enhancements rather than sweeping design changes. Rumors point to a smaller Dynamic Island cutout, the new 2-nanometer A20 chip for performance and efficiency gains, and an upgraded rear camera system (potentially including variable aperture and brighter sensors). Additionally, a new Apple-designed C2 modem could bring improved connectivity, possibly including support for 5G and satellite services.
Beyond phones, Apple’s accessories and AI will also share stage time. New HomePod models are expected, along with redesigned AirPods that may include low-resolution cameras to support what’s being called “Visual Intelligence”—technology that lets Siri perceive some visual context without turning into a full camera.
This event arrives at a critical inflection point for Apple. The foldable iPhone Ultra could redefine the phone category if it balances novelty with usability—a high bar, given the compromises rumored so far. Meanwhile, the acceleration of AI features, tighter chip performance via the A20 and C2 modem, and an altered release cycle signal that Apple isn’t simply iterating—it’s rethinking how it launches products. What to watch: actual performance and battery life of the Ultra, how Pro users receive the incremental changes in the iPhone 18 line, and whether Apple’s AI and privacy positioning holds up under scrutiny.
