Ternus Takes the Stage: Apple's Foldable Future Unfolds
Apple's highly anticipated product launch is just around the corner, set to take place on September 9 at 10 a.m. Pacific from its Cupertino headquarters. This marks the debut major keynote for John Ternus, who became CEO on September 1.
The event is expected to last approximately 90 minutes and will be streamed directly from the Steve Jobs Theater. Apple Watch Series 12, Apple Watch Ultra 4, and new AirPods models may also debut alongside the iPhone 18 Pro lineup, which includes the highly anticipated foldable iPhone.
Citi expects the foldable device to start at a price above $2,000, while the iPhone 18 Pro and Pro Max could each cost around $1,500. Bank of America's research team noted that Ternus may leverage this product launch to 'solidify Apple's leadership position in the AI-driven device landscape.'
Notably absent from this year's announcement schedule is the standard iPhone 18 model, which has been pushed to a 2027 release.