Apple ‘foldable phone’ coming THIS week as major ‘iPhone 18 event’ set to be hosted by Apple’s new boss for first time

APPLE is about to kick off a brand new era with a blockbuster iPhone launch event later this week.

The Californian tech giant looks set to release its first foldable iPhone ever – and has a new boss in charge.

Earlier this month, longstanding Apple chief Tim Cook stepped down, handing the reins to ex-hardware boss John Ternus.

Ternus is expected to kick off his tenure in the top job with the long-rumoured iPhone Ultra, a hotly tipped foldable smartphone that opens and closes like a book.

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It would mirror efforts from rival tech giants like Samsung and Google, both of whom have released several different foldable mobiles.

Apple is also expected to deliver the long-awaited upgrade to its Siri voice assistant to make it work like a proper AI helper.

When is the Apple iPhone event? September 2026 date and start time

This year, the Apple event – named “Surprise and Shine” – is taking place on Wednesday, September 9.

Usually Tuesdays are the more likely option for Apple events, but this year, the USA‘s Labor Day holiday fell on Monday, September 7.

So it’s likely that Apple chose Wednesday to give a bigger break between the event and a public holiday.

It’s taking place in the Steve Jobs Theater at the company’s mammoth Apple Park HQ in Cupertino, California.

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The event begins at 10am local Californian time, so that’s 1pm in New York City and 6pm in London.

As usual, it’s set to be live-streamed so anyone can watch along for free.

“Apple events typically do not disappoint, and expectations will be sky-high this time around,” said industry watcher Paolo Pescatore, of PP Foresight.

“With all eyes on the new CEO, we should expect a blockbuster, action-packed event with a few surprises along the way.

“New premium iPhones and Apple Watches are the safest bets.

“Still, all options should be considered given the significance of the moment and the prospect of Apple entering new product categories.”

Will Apple launch a foldable iPhone?

The big question is whether Apple will finally debut a foldable iPhone.

Recent iPhones have been extremely impressive, but smartphones in general have become quite samey.

Foldable phones add some freshness to the mix, giving people the option to have a larger interior screen when they need it.

The downside, typically, is that foldable phones cost a lot of money.

You’re typically looking at between £1,500 and £2,000 for high-end foldables these days, and it’s likely that Apple’s new model will fall towards the top-end of that range at least.

“A foldable iPhone would be the obvious showstopper and arguably the biggest change to the iPhone’s physical design since the iPhone X,” said industry analyst Paolo.

“It would also allow Apple to push further into the ultra-premium segment and demonstrate that there is still considerable room to innovate around its most important product.”

A foldable iPhone has been rumoured for years, but most leakers and analysts now seem convinced that 2026 is when we’ll finally see Apple’s take on the design.

It’s reportedly going to be called the iPhone Ultra, and will feature a vertical hinge that allows it to open and close like a book.

The gadget is expected to be largely creaseless when the interior screen is viewed straight on.

We’re expecting a squatter shape akin to the Samsung Galaxy Z Fold 8 – rather than a very tall model like the Galaxy Z Fold 8 Ultra.

It’s tipped to have a 7.8-inch inner display, and a 5.5-inch screen on the outside.

The gadget is likely to measure under 5mm thin unfolded, battling the 4.5mm Z Fold 8 and 4.1mm Z Fold 8 Ultra.

On the back, we’re expecting to see two cameras (rather than the three seen on Pro models), specifically wide and ultra-wide lenses.

And it’s likely to feature a version of the currently-unannounced Apple A20 processor – probably an A20 Pro.

The gadget is tipped to feature a Touch ID fingerprint scanner for unlocking and authenticating purchases.

And it’s also expected to feature MagSafe, which is the magnetic feature that allows wireless chargers and accessories to snap to the back of your iPhone.

That said, the iPhone Ultra is expected to be missing a few key features.

They include:

Face ID
Action Button
Telephoto camera lens
Physical SIM card slot

Unfortunately, we don’t have details on exact pricing, release date, or how much supply there’ll be.

And, of course, Apple hasn’t confirmed any of these details yet, so there’s no telling what we might end up with.

What to expect from Apple ‘Surprise and Shine’ event

While the foldable iPhone looks very likely to steal the show, it’s expected to land alongside a healthy roster of other products.

Most likely of all is the iPhone 18 Pro (and a larger iPhone 18 Pro Max), which are a surer bet than even the iPhone Ultra.

What’s interesting is that Apple is widely expected to be skipping the regular entry-level iPhone 18 for the event.

That’s instead due for a spring 2027 launch, according to recent leaks, with it landing alongside the also-cheap (and also-rumoured) iPhone 18e.

“Apple also needs to tread carefully. The iPhone remains the gateway to the wider Apple universe, and it cannot afford to undermine this hugely lucrative business,” Paolo explained.

“But its broad portfolio gives it room to experiment with new form factors, price points and launch windows.

“A split iPhone launch cycle would be a major strategic shift, giving premium devices greater prominence in September while creating another important upgrade moment elsewhere in the year.”

For the Pro models, we’re expecting a similar design to last year’s iPhone 17 Pro.

It should feature a more powerful A20 processor, and we’ll likely get at least one new colour – this year rumoured to be a shade of red.

Minor tweaks included a reported shrinking of the Dynamic Island at the top of the screen, and an upgrade for the selfie camera from 18 megapixels to 24 megapixels.

The bad news is that Apple is widely expected to be bumping up the price this year.

Analysts reckon we’ll see anything from $100 to $300 tacked on to the price of the Pro – that’d likely be £100 to £300 in the UK.

That’s because the consumer tech industry is facing an extreme memory shortage – and memory is vital for gadgets like phones and laptops.

This is down to the extreme demand for memory by AI giants who are willing to pay over the odds – sending prices soaring.

And that means consumer tech is getting costlier. Already, Sony, Microsoft and Nintendo have put up the prices of the PlayStation 5, Xbox Series X, and Switch 2 respectively.

Apple, too, has put up prices on iPad and Mac models, and the new iPhones look likely to follow suit.

Aside from iPhones, the next-likeliest gadgets would be a pair of new Apple Watch versions.

These will likely be the Apple Watch Series 12 and a more premium Apple Watch Ultra 4.

Rumours have been quite light on the watches, although they typically only receive minor upgrades each year anyway.

They’ll likely feature new processors, ship with fresh sets of bands, and come in new case options.

Other smaller upgrades might include a pair of Apple AirPods 5 (with Pro-style features like heart-rate tracking), as well as a new 4K Apple TV (with better AI chops).

This will likely be paired with a new HomePod Mini, although that might not necessarily be announced during the iPhone event.

Additionally, Apple is also reportedly working on a giant smart-tablet that sits on a robotic arm.

This is reportedly called HomePad, and would function as a kind of home hub.

However, it’s unclear whether that will launch at the event.

And there is another rumoured gadget that we’re expecting, but perhaps not at the September event.