What we expect from the upcoming Apple launch

Apple is preparing to introduce its first foldable iPhone at an event scheduled for September 9, representing the company's long-awaited entry into a market segment Samsung pioneered over five years ago. The device, reportedly branded as the iPhone Ultra, is expected to command a premium price exceeding $2,000, positioning it as one of Apple's most expensive smartphones to date. The transition to new CEO John Ternus from Tim Cook has amplified anticipation around the announcement, with industry observers viewing the foldable as a test of Apple's ability to innovate in established categories.

According to reports from early testers cited by Bloomberg's Mark Gurman, the foldable iPhone presents a compelling design that balances portability with screen real estate. The phone features a 5.5-inch display when folded and expands to 7.8 inches in landscape orientation, resembling a compact tablet. To achieve this form factor while maintaining a pocketable profile, Apple has made certain compromises, notably excluding the telephoto lens found in premium iPhone models and replacing Face ID authentication with a side-mounted Touch ID button. The device reportedly incorporates dual rear cameras and includes MagSafe functionality, while running iOS rather than a specialized foldable interface.

One persistent challenge facing foldable phones is the visible crease across the display where the screen bends, but Apple is said to have engineered a solution that minimizes this visual artifact. The phone will support simultaneous operation of two applications across the split screen when unfolded, leveraging Apple's latest processor technology to handle the demands of this multitasking capability.

Beyond the foldable flagship, Apple is expected to introduce updated HomePod speakers enhanced with its newly integrated Siri AI capabilities. The company is also reportedly developing AirPods equipped with cameras that function as visual input for the Siri assistant. According to findings in a recent macOS preview, these cameras would operate at low resolution and serve exclusively as sensory inputs for AI functionality rather than capturing traditional photographs or video. Apple's emphasis on privacy protections may address potential consumer concerns about wearable camera technology.

For consumers uninterested in foldable technology or its premium pricing, Apple plans to release new iPhone 18 models, with Pro and Pro Max variants expected in September and standard models potentially arriving six months later—a departure from Apple's traditional simultaneous launch schedule.