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Apple will unveil a line of updated devices, headlined by its long-rumoured foldable iPhone Ultra, during its annual late-summer hardware showcase on Wednesday in Cupertino.
The presentation marks the official debut of new chief executive John Ternus, who assumed the role on September 1 following Tim Cook’s departure.
Reports suggest the flagship foldable phone will start at $2,000, adopting a passport-sized design when closed that unfolds into a tablet-style display.
The launch enters a rapidly expanding market segment that market research firm IDC predicts Apple could dominate, potentially capturing 40 per cent of global foldable demand by 2027.
Despite broader semiconductor supply shortages that are driving up smartphone prices and lowering overall shipment volumes, analysts believe high-end foldable devices remain well-positioned to weather market friction.
Apple’s upcoming hardware slate is also expected to feature deep integrations with an upgraded, artificial intelligence-powered Siri across its product lineup.
Beyond the foldable Ultra, Apple plans to introduce the high-end iPhone 18 Pro and Pro Max, while reportedly delaying the base model release until next year.
The company may also reveal refreshed Apple Watch models, updated AirPods, a new Apple TV box, and a smart home control hub.
