3 min readNew DelhiAug 27, 2026 07:53 AM IST
Apple is holding its fall hardware launch event on September 9 at Apple Park, where the company is expected to unveil a new lineup of iPhones, including its first foldable iPhone, along with other products.
Invitations sent to the media include the tagline “Surprise and Shine” and feature a glowing Apple logo, but provide few other details. The event kicks off at 10 am. PT (10:30 pm. IST).
The September event remains Apple’s biggest showcase, where it launches new hardware products and updates to its most popular devices. At times, the company also unveils products that belong to entirely new categories. Wall Street and Apple fans closely follow the event, as the commercial aspects of these new devices offer insights into how closely Apple tracks market trends and how it plans to supercharge a segment by putting its own spin on it.
An Apple store in Mumbai, India. (Image credit: Anuj Bhatia/Indian Express)
This year, Cupertino may be eyeing entry into the foldable smartphone segment, which has existed for years but has yet to go mainstream. Apple’s first foldable iPhone, which could be marketed as the iPhone Ultra or iPhone Fold, could hog all the limelight at its September event. It will likely feature a book-style design, reminiscent of the recently launched Samsung Galaxy Z Fold 8, but with a wider and shorter form factor.
The iPhone Ultra is rumoured to feature a 5.5-inch outer screen that unfolds into a 7.8-inch internal display and could be priced between $2,000 and $2,500.
Apple’s entry could make foldables a larger part of the premium smartphone market in the months to come and give the category greater visibility. However, production challenges could make the iPhone Ultra difficult to get at launch.
The first folding iPhone may end up looking a lot like the Samsung Galaxy Z Fold 8. (Image: Anuj Bhatia/The Indian Express)
The iPhone remains Apple’s most important product – strategically and economically. The device is critical to Apple’s business, but also crucial for the ecosystem and its services business.
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A more expensive, folding iPhone might not elevate the smartphone market, which is already under severe pressure due to the ongoing global memory crisis that has made owning a phone a luxury for many people. Analysts say the iPhone Ultra might not convince consumers to buy a foldable phone, but its bigger impact could be on how foldable phones are perceived.
Apple unveiled new Siri AI at WWDC this year. (Image credit: Anuj Bhatia/Indian Express)
Apple is also expected to make the usual improvements across the entire iPhone lineup, including faster chips and improved front and rear cameras. A new AI-powered Siri is also expected to launch alongside the new devices.
