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Apple is set to unveil its next-generation iPhone lineup on September 9, in what is expected to be one of the company’s biggest product events in years. The launch will also mark new CEO John Ternus’ first major product event at the helm of the company.
The event is expected to feature the iPhone 18 Pro and iPhone 18 Pro Max, along with Apple’s first foldable smartphone, reportedly dubbed the iPhone Ultra. The foldable model is expected to carry a premium price of more than $2,000, although Apple has not confirmed its name, specifications or price.
Reports suggest the iPhone 18 Pro models could receive camera, battery and performance upgrades, while the foldable iPhone could introduce a major new design direction for Apple.
The launch is attracting particular attention as Apple seeks to boost demand in a competitive smartphone market and expand into the fast-growing foldable-phone segment. Analysts say the event could prove particularly significant for the company and its new leadership.
Apple is also expected to unveil new Apple Watch models and other products during the September 9 event.
