The tech world is buzzing, and honestly, the stakes couldn't possibly be higher for Apple right now.
Today—Wednesday, September 9, 2026—Apple is hosting its massive annual late-summer hardware showcase live from Cupertino, California. But this year feels completely different. Sure, we’re expecting the usual lineup of shiny new gear, but the real spotlight is firmly fixed on one man: John Ternus.
Stepping into the giant shoes left behind by Tim Cook on September 1, Ternus is making his debut major keynote appearance as Apple’s new Chief Executive Officer. And what a way to kick off his tenure. In his very first company-wide email last week, Ternus promised that today’s event would be “phenomenal.” Now, the 51-year-old engineering veteran has to deliver.
At the absolute center of today’s buzz is the device everyone has been whispering about for years: Apple’s first-ever foldable iPhone, widely rumored to carry the "iPhone Ultra" moniker with a starting price tag around $2,000.
For Apple, this isn't just another product launch. It’s a referendum on whether the tech giant can still spark a massive cultural moment. Believe it or not, Apple hasn't delivered a true breakout, category-defining hardware hit since the original AirPods debuted a decade ago.
Could the foldable iPhone change that narrative? Let’s dive into what’s happening in Cupertino today.
Meet the iPhone Ultra: Apple’s Foldable Gamble
If the leaked reports and industry whispers are accurate, Apple’s foldable follows a design philosophy similar to Samsung’s Galaxy Z Fold series. When closed, it features a compact, passport-sized external display that slips easily into your pocket. Pop it open, and you’re greeted by a sweeping, tablet-sized inner screen designed for multitasking, streaming, and gaming.
It’s a clever format—giving you the portability of a standard smartphone when you're on the move, paired with the immersive screen real estate of an iPad when you actually need to hunker down and get things done.
Samsung pioneered the mainstream foldable market way back in 2019, and competitors have been iterating ever since. But let's be real: when Apple enters a lagging category, the rules of the game usually change overnight.
Research firm IDC estimates that while foldables currently make up less than 2% of global smartphone shipments, Apple could easily capture 31% of that demand by the end of this year alone, climbing up to 40% by 2027.
“Apple’s foldable iPhone is very likely to shift the competitive dynamics both in China and global markets,”
Interestingly, Bloomberg reports that the foldable Ultra might debut with a simpler, dual-lens camera setup (featuring standard and ultra-wide lenses) to keep the profile sleek. But there’s another twist: in a break from tradition, Apple might skip launching an entry-level base model this year. Rumors suggest we’ll only see the high-end iPhone 18 Pro and Pro Max alongside the Ultra, with a more affordable base iPhone 18 pushed out to next year.
Navigating a Tough Supply Chain
Launching a groundbreaking $2,000 device isn't without its hurdles. The global tech industry is currently grappling with a severe supply chain crunch, driven largely by skyrocketing demand for advanced AI chips.
According to IDC, these pressures are expected to push smartphone shipments down by more than 16% this year, while average device costs jump by over 27%.
Fortunately, ultra-premium devices like foldables have a bit of a cushion. “Foldable phones are not immune to the memory supply shortages, but the relative impact is lower considering these phones are already priced in the higher-range tier,” Kaur explains.
What Else is Unfolding Today?
While the foldable iPhone is stealing the oxygen in the room, Ternus and his team are expected to roll out a flurry of other updates.
AI-Powered Siri: A significantly smarter, AI-integrated version of Siri is rumored to anchor the software updates across the entire ecosystem.
Wearables and Home Tech: Keep an eye out for refreshed Apple Watches, new AirPods, updates to the Apple TV box, and the HomePod mini.
The Smart Home Hub: Rumors have swirled about a new 7-inch Apple smart home display. Whether it makes its official debut today or later this fall remains one of the day's best-kept secrets.
The Verdict
For John Ternus, today is a baptism by fire. Taking the helm of the world’s most valuable tech company is daunting enough; launching a $2,000 foldable device into a cooling smartphone market with tight supply chains takes serious nerve.
If Ternus pulls it off, he won’t just prove he’s ready to lead Apple into its next era—he’ll prove that Apple can still surprise us.
What are your thoughts on a foldable iPhone? Would you drop two grand on an Apple foldable, or are you sticking to the traditional slab phone? Let’s talk about it in the comments below!
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