Apple Unveils Foldable iPhone as Part of Premium-Focused Strategy

Apple is set to unveil its latest iPhone lineup on September 9, marking the first major product launch under new CEO John Ternus. The highly anticipated event will see the release of the iPhone 18 Pro, iPhone 18 Pro Max, and Apple's first foldable iPhone.

The company has gained significant market share with its previous iPhone models, despite a broader industry downturn. To maintain momentum, Apple is focusing on its premium products, including the new iPhones and artificial-intelligence features.

The standard iPhone 18 and iPhone 18 Air are not expected to be released at this event and may instead arrive in spring 2027, while supply-chain constraints contribute to a staggered release strategy. Analysts predict that Apple will raise prices on its premium models by up to $200.

The foldable iPhone, potentially called the iPhone Ultra, is a major highlight of the event. With an expected starting price of around $2,000 and higher-storage versions reaching $3,000, it's a bold move for Apple to enter this new market category.