Apple Unveils Foldable iPhone, iPhone 18 Pro, and New Watch Models as John Ternus Takes the Stage

Apple’s September 9, 2026 iPhone event made headlines when CEO John Ternus stepped onto the stage for the first time. The company rolled out a handful of new products, most notably its first foldable iPhone, updated iPhone 18 Pro models, and a fresh pair of Apple Watch Series 12 and Ultra 4.

The foldable iPhone is Apple’s long‑awaited foray into a market that has been dominated by Android makers. Bloomberg analyst Mark Gurman notes that the device will echo the design language of Samsung’s Galaxy Z Fold 8, featuring a passport‑style outer screen that opens to reveal a larger interior display. The starting price is projected to exceed $2,000, putting it in the same ballpark as Samsung’s Galaxy Z Fold 8 ($1,899) and Galaxy Z Fold 8 Ultra ($2,099). Apple’s premium pricing is likely aimed at offsetting the cost of the new technology and appealing to a niche of loyal customers who are willing to pay for cutting‑edge form factors.

Alongside the foldable, Apple is expected to launch the iPhone 18 Pro and iPhone 18 Pro Max. The new Pro models will probably house the latest A‑series processor and upgraded cameras, including a larger aperture for improved low‑light performance. Having refreshed the Pro lineup with the iPhone 17, Apple is unlikely to make major cosmetic changes to the 18 Pro.

Apple has not confirmed a launch for the base iPhone 18 models this year. According to MacRumors, citing Economic Daily News, the company may postpone the standard iPhone 18 until spring 2027 and instead release the iPhone 18 e and a second‑generation iPhone Air early next year. Staggering the releases could spread revenue over a longer period and reduce seasonal sales spikes.

The Apple Watch lineup also received a boost. The Apple Watch Series 12 and Apple Watch Ultra 4 will feature internal hardware upgrades and software improvements. With rivals such as Oura and Samsung offering ring‑style trackers, the new watches may help Apple retain users who demand more advanced health monitoring.

Apple stock showed only minor fluctuations on the day of the announcement. At 4:00 PM EDT on September 8, the stock closed at $315.48, down 0.74 points (0.23%). Pre‑market trading at 6:48 AM EDT showed a slight decline of 3.75 points (1.17%) to $316.22.

John Ternus, who became CEO on September 1, 2026, has a long history at Apple. He joined the product design team in 2001 and served as senior vice president of hardware engineering from 2021 to 2026. He oversaw hardware engineering during Apple’s transition from Intel processors to Apple silicon in Macs.

The foldable iPhone marks Apple’s first entry into a market that has been dominated by Android manufacturers for several years. While the high price may limit mainstream adoption, the device could generate significant revenue if even a small percentage of Apple’s loyal customer base purchases it.

Apple’s strategy for the iPhone lineup appears to shift toward a staggered release schedule. By launching the Pro models now and delaying the base models, the company may smooth out revenue peaks and keep consumer interest alive over a longer period.

The event also highlighted Apple’s continued focus on hardware innovation. The new iPhone 18 Pro models will likely feature the latest A‑series chip, while the Apple Watch Series 12 and Ultra 4 will incorporate updated sensors and software.

In summary, Apple’s September 9 event introduced a foldable iPhone with a projected price above $2,000, updated iPhone 18 Pro models, and new Apple Watch Series 12 and Ultra 4. The company may postpone the launch of the base iPhone 18 until 2027, a move that could spread revenue over a longer timeframe. Apple stock remained relatively stable around the event.