The event’s centerpiece, the rumored iPhone Ultra, features a book-style design with a 7.8-inch internal display. By entering the foldable market, Apple aims to challenge established Android rivals, though the steep cost and expected limited availability signal a niche, premium play. Alongside the Ultra, the company will introduce the iPhone 18 Pro and Pro Max, both powered by the A20 Pro chip. Counterpoint Research analysts anticipate significant price hikes, with the Pro Max model potentially pushing toward the $1,949 mark due to rising production costs.
In section CEO World
Apple Prepares for a High-Stakes Launch Under CEO John Ternus
With a price tag potentially reaching $2,500, Apple is set to unveil its first foldable device this Wednesday at the “Surprise and Shine” event. This showcase marks the debut of new CEO John Ternus, who takes the stage to pivot the company toward an aggressive, high-end hardware strategy.
Beyond smartphones, the company plans to refresh its wearable and audio lineups. The Apple Watch Series 12 and Ultra 4 are expected to debut with upgraded health sensors and ceramic casing options, while new AirPods will likely incorporate on-ear volume controls. Bloomberg reports that Apple is also broadening its ecosystem with a 7-inch smart home hub and an updated Apple TV 4K. For John Ternus, who assumed the CEO role on September 1, this presentation serves as a critical test of his vision for the company’s hardware-led future.
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