Apple will hold its annual product launch at 1 a.m. Beijing time on Sept. 10, according to BlockBeats. Its first foldable iPhone is expected to be the headline product, with the iPhone 18 Pro lineup, new Apple Watch models and AirPods also set to appear.
The event will be the first major product presentation hosted by Chief Executive Officer John Ternus since he replaced Tim Cook on Sept. 1.
Foldable iPhone expected to be the centerpiece
Apple's first foldable iPhone is temporarily being referred to as the "iPhone Duo." It is expected to start at about $2,000, with 256GB as the entry-level configuration. Higher-storage versions could be priced close to $3,000.
The device is said to use a horizontal foldable design aimed at making video viewing more comfortable when unfolded. It is also expected to support split-screen and multitasking features similar to those on the iPad. On the hardware side, the phone is expected to carry the A20 Pro chip and Apple's in-house C2 modem, along with dual 48-megapixel rear cameras and a 12-megapixel camera for video conferencing. It is also expected to support Apple Pencil and use a magnetic hinge. The product could reach the market as early as October.
Bloomberg said foldable smartphones have long been constrained by high prices, battery life, camera performance and visible screen creases, though advances in the supply chain and related technologies are improving those weaknesses. Apple is seeking to use the foldable iPhone to open a new product category and position it as a premium device that combines novelty with status appeal.
iPhone 18 Pro line seen rising by $100
The iPhone 18 Pro and Pro Max are expected to retain the traditional bar-style design, with imaging upgrades as a key focus. They are expected to add a mechanical aperture for more precise depth-of-field control and better low-light performance, while also using the A20 Pro chip, upgraded thermal management and longer battery life. Dynamic Island is also expected to become smaller.
Because of memory chip shortages, the iPhone 18 Pro and Pro Max are each expected to get a $100 price increase. Apple has already raised prices on products including the Mac and iPad, and the expected iPhone increase would extend that storage-cost pressure to consumers.
Apple Watch and AirPods updates are also expected
Apple Watch Series 12 and Ultra 4 are expected to arrive with new colors and exterior adjustments. Apple is also expected to strengthen health and fitness functions by adding a Readiness app that provides deeper analysis of metrics including heart rate and blood oxygen.
AirPods 5 are expected to improve noise cancellation. A previously planned higher-end AI AirPods model equipped with camera sensors has been delayed until next year.
First major public test for Ternus
For Ternus, this product launch is more than a hardware event. It is his first major public appearance since taking charge of Apple.
During Cook's tenure, Apple's revenue approached $500 billion and its stock rose about 2,300% in total. Whether Ternus can use the foldable iPhone to show that Apple still has the ability to create an entirely new product category has become a key point of market attention.