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Apple is set to hold an event expected to unveil between six and nine new products, headlined by its first foldable iPhone, the iPhone Ultra. Reports suggest the device could cost more than $2,000, with top configurations reaching $3,000, making it a flagship rather than a volume seller.
A new Bloomberg report says Apple began exploring foldable iPhone technology around 2016, but Tim Cook's personal enthusiasm after a trip to China in 2020 redirected the project toward a foldable phone rather than a foldable iPad. Rising component costs, partly driven by a memory shortage, have reportedly pushed Apple's internal pricing target from $1,999 up to $2,199, with higher-storage models potentially nearing $3,000.
Apple is expected to unveil its first foldable iPhone alongside its iPhone 18 Pro models, arriving seven years after Samsung's original Galaxy Fold. Reports suggest the device will use a short, wide, passport-like design, a shape that Samsung, Huawei, and Xiaomi have all released in recent months despite Apple not having launched or even officially teased its version yet.
Huawei has unveiled the Mate XT 2, an updated version of its trifold smartphone that refines the original design and borrows some interface and hardware ideas from Samsung's foldable devices. The device carries a price tag exceeding $3,000, positioning it firmly in the ultra-premium tier of the smartphone market.
Apple is expected to debut its long-awaited foldable iPhone, reportedly dubbed the 'iPhone Ultra,' at its September 9 launch event, more than five years after Samsung entered the foldable market. Early testers reportedly describe a premium-feeling device with a 5.5-inch cover screen that unfolds to a 7.8-inch iPad-like display, though it's said to skip a telephoto camera and could cost over $2,000. The event also marks a leadership shift, with John Ternus taking over as CEO from Tim Cook, alongside expected updates to AirPods, HomePods, and the standard iPhone 18 lineup.
Apple is holding its 'Surprise and Shine' fall event, where the company is expected to reveal its first foldable iPhone alongside the iPhone 18 Pro lineup, updated Apple Watches, and new AirPods. Gizmodo is live-covering the announcements as they happen.
Huawei unveiled the Mate XT2, its second-generation triple-folding phone, featuring a 10.2-inch unfolded display, a slimmer design, and a special edition with a privacy screen borrowed from its laptops. The device runs on Huawei's own Kirin 9050 Pro chipset, which the company claims delivers major CPU and GPU performance gains over its predecessor.
Apple will hold its annual September product event on September 9 at 10 am Pacific, streamed via its website, YouTube, and Apple TV. It marks the first such event since Tim Cook stepped down as CEO, with John Ternus now leading the company. Leaks point to Pro-level iPhones, updated Apple Watches, and possibly Apple's first foldable phone.
A long-time foldable phone user argues that Apple's upcoming iPhone Ultra, expected to launch September 9, will likely carry over many of the same compromises seen in Android foldables. These include a soft plastic folding display prone to scratches, a factory-applied screen protector users typically cannot remove, and other durability and design tradeoffs common to the foldable category.
Analyst Ming-Chi Kuo reports Apple could reveal its long-rumored foldable iPhone at its Sept. 9 event but delay its retail launch until later, echoing the iPhone X rollout pattern from 2017. The device, expected to carry the iPhone Ultra name and a price above $2,000, would feature a 7.8-inch internal display and side-by-side multitasking rather than full iPad-style features.
Apple has scheduled its major fall event for September 9, where it is expected to introduce three new iPhone models—two iPhone 18 Pro variants and its first foldable iPhone, the iPhone Ultra—alongside two Apple Watch models and updated AirPods 5. Rumors also suggest Apple could reveal new smart home products, including a long-rumored home hub with a display, while other devices may be held back for an October launch.
John Ternus took over as Apple's chief executive on September 1, inheriting a fall lineup that includes a foldable iPhone, a new AI-enabled smart display, and an updated Siri platform. He steps into the role while Tim Cook stays on as executive chairman, and while Apple grapples with a memory chip shortage, App Store revenue pressure, staff departures, and an AI program still trailing competitors.