The company will broadcast the "Surprise and shine" event live via its official website and YouTube channel, where viewers can already set reminders. Beyond the anticipated debut of the foldable iPhone Ultra—rumored to carry a $2,000 price tag—the hardware lineup includes the iPhone 18 Pro and 18 Pro Max. These models cater to users seeking traditional designs, as the standard iPhone 18 is not slated for release until next year.
In section Startups & Technology
Apple Prepares First Major Launch Under CEO John Ternus
Seven years after Samsung pioneered the category, Apple is poised to enter the foldable smartphone market during its September 9 event. Scheduled for 10 a.m. PDT, the presentation marks a significant leadership transition as John Ternus takes the stage for his first major product announcement since succeeding Tim Cook.
Beyond smartphones, the event may feature a broad refresh of the Apple ecosystem. Expectations include updated HomePod speakers, new Apple Watches, and AirPods equipped with integrated camera technology. This shift in hardware strategy and leadership signals a fresh chapter for the tech giant as it attempts to reclaim momentum in a competitive mobile market.
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