Apple to Launch iPhone Ultra Foldable on September 9

Apple Inc. will launch its first foldable smartphone, the iPhone Ultra, during a product event on September 9. The launch coincides with a leadership transition as John Ternus takes over as CEO. Positioned as a high-end model with a projected price between $2,000 and $2,500, the iPhone Ultra will feature a folding display and upgraded iOS multitasking. However, the device will omit several Pro-model standards, including Face ID—replaced by a power-button Touch ID sensor—the Action button, and a telephoto lens, which reduces maximum digital zoom to approximately 10x.

Financial analysts view the launch as a critical test of pricing power. Morgan Stanley estimates the foldable could generate $14 billion in revenue during the December quarter, though supply may be limited to 7 million to 8 million units in the second half of 2026. To combat potential revenue slowdowns, Apple is also expected to implement broad price increases across its iPhone lineup and utilize TSMC's 2-nanometer process for the iPhone 18 Pro to improve AI performance.

Beyond the smartphone, Apple is expanding its foldable ecosystem. The company is collaborating with LG Display to develop a foldable MacBook-like device featuring an 18.8-inch or 20-inch display and an M5 processor. Supply chain analyst Ming-Chi Kuo reports that production for the foldable laptop could begin in late 2025, with shipments exceeding 1 million units in 2026. Prototypes for a foldable iPad are also reportedly in early development.