Apple will hold its first iPhone launch under new CEO John Ternus on Sept. 9.
The event likely includes the iPhone 18 series and possibly a foldable phone priced at $2,000 or more.
This could be Apple's biggest phone change since the iPhone X.
What happened
Apple has scheduled an iPhone launch event for Sept. 9, the first under incoming CEO John Ternus, who takes over from Tim Cook on Sept. 1. The event is widely expected to feature the iPhone 18 family, including Pro models, and possibly Apple's first folding smartphone, priced at $2,000 or more.
Why it matters
This launch could mark Apple's biggest phone change since the iPhone X and 3D facial recognition, with a foldable design that offers a tablet-like display in a pocket-friendly size. Apple's stock is up more than 15% this year, making it the second-best performer in the Magnificent Seven behind Nvidia, and a successful launch could boost its loyal customer base, with retention estimated near 90%.
What to watch
Watch for the new 2-nanometer A20 Pro chip, expected to run cooler and longer, and a C2 chip for better battery efficiency and privacy. Apple's AI strategy focuses on on-device intelligence rather than cloud infrastructure, and new products will integrate with Apple Intelligence, plus upgraded smart home devices are expected this year.
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Apple's upcoming event marks a leadership transition as John Ternus prepares to take over as CEO from Tim Cook on Sept. 1. The launch comes at a time when Apple's recent iPhone models have seen fewer dramatic innovations, but the potential introduction of a foldable iPhone could reverse that trend, representing the company's biggest design change since the iPhone X's 3D facial recognition.
Apple's approach to AI differs from competitors by focusing on on-device intelligence and third-party technology rather than heavy cloud investment. This strategy has contributed to a 15% stock gain this year, placing Apple second among the Magnificent Seven. The inclusion of new chips and AI integration in upcoming products suggests a continued emphasis on user experience and privacy.
Given Apple's high customer retention rate, estimated near 90%, a successful foldable iPhone launch could solidify its market position and drive growth under new leadership. However, the high price point may limit initial adoption, and it remains to be seen how consumers respond to a product that differs significantly from Apple's traditional offerings.
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