Morgan Stanley Dubs Apple's September Event Most Consequential in Decade

Apple's highly anticipated September 9 event has garnered significant attention from investors and tech enthusiasts alike. Morgan Stanley has deemed this event 'most consequential' in a decade, highlighting the importance of Apple's new CEO John Ternus leading the company into its first major iPhone form factor change in nearly 10 years.

The event is expected to unveil a foldable iPhone, tentatively titled iPhone Ultra, which will feature a 5.5-inch outer OLED display and a 7.8-inch inner OLED display with ProMotion for up to a 120Hz refresh rate. The device is projected to cost between $2,100 and $3,000.

However, the competition in this space is fierce, with Samsung, Huawei, and Xiaomi already releasing their own foldable devices. Apple's iPhone 18 Pro and Pro Max will also be unveiled, featuring updated processors and display technology.