Apple Seen Unveiling First Foldable Phone, iPhone 18 Pro in New CEO's First Major Product Launch Event

09:51 AM EDT, 09/09/2026 (MT Newswires) -- Apple's (AAPL) highly anticipated special product event titled "Surprise and shine," slated for 1 pm ET on Wednesday, will introduce the tech giant's newest devices and will most likely include its first foldable phone, potentially called the iPhone Ultra, as well as the iPhone 18 Pro and Pro Max, multiple media outlets reported. The product launch will Apple's first under new chief executive officer John Ternus, who stepped into the role on Sept. 1. Investors will likely assess Ternus' first public presentation in his new role, how the new foldable device's hardware and software experience will be able to spark consumer demand, and how the company will balance higher prices with affordability and profit margins, Morgan Stanley said in a note last week. Rising NAND and DRAM costs are expected to push starting prices for the iPhone 18 Pro and Pro Max up by $200, the investment firm said. Morgan Stanley said it expects "strong" initial demand for the foldable iPhone, with about 6.5 million shipments likely in the December quarter translating into $14 billion in revenue. Other product launches dubbed by media outlets as "most likely" include the Apple Watch Series 12, the Apple Watch Ultra 4, and Airpods 5. Price: 315.92, Change: -0.31, Percent Change: -0.10