GoKawiilApple to unveil foldable iPhone Ultra alongside iPhone 18 Pro models
Apple's upcoming 'Surprise and Shine' event is expected to introduce three new iPhones, including its first foldable device, rumored to be called the iPhone Ultra, priced between $2,000 and $2,500. The lineup will also include the iPhone 18 Pro and Pro Max, both reportedly powered by a new A20 Pro chip, with the standard iPhone 18 and iPhone Air held back for a later announcement. This will be the first major product event overseen by Apple's new hardware engineering chief turned CEO, John Ternus.
GoKawiil's interpretation of the reporting above, not reported fact.
Apple entering the foldable market puts it in direct competition with Samsung and other Android makers who have iterated on the format for years, testing whether Apple can justify a premium price for a first-generation device. Rising costs across the Pro lineup also signal that Apple may be shifting toward higher average selling prices rather than volume, a strategy shift that could affect its competitive positioning globally.
- Apple's foldable iPhone Ultra could cost $2,000-$2,500 with limited initial availability.
- iPhone 18 Pro and Pro Max may see price increases of $250-$350 over current models.
- The event marks new CEO John Ternus's first major product showcase.
Apple MagSafe Charger — If you're eyeing one of Apple's new iPhones at the "Surprise and Shine" event, a MagSafe Charger is the accessory that carries over year to year. It snaps magnetically to the back of compatible iPhones for easy, cable-free-ish charging on a desk or nightstand. Grab one now so your new phone is ready to top up the day it arrives.
See Apple MagSafe Charger on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: entrepreneur.com — Sherin Shibu, 2026-09-08
Published there as: “Apple Is Preparing to Release a Wave of New Products. Here’s What to Expect.”
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