Apple is preparing for one of its biggest iPhone launches in years, with the company expected to unveil its first foldable smartphone at an event on 9 September.
The launch will also be the first major product event under incoming chief executive John Ternus, who is due to take over from Tim Cook on 1 September.
Apple has confirmed the September event, but has not officially confirmed which products will be announced.
Foldable iPhone could take centre stage
The long-rumoured foldable iPhone is expected to be one of the biggest announcements at the event.
Analysts see the device as an important step for Apple as it enters a foldable smartphone market already led by competitors including Samsung.
The high-end device could also help Apple lift average selling prices and improve margins if demand proves strong.
Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027.
First major event under John Ternus
The September launch will carry added significance because it is expected to be the first major Apple product event led by Ternus.
The longtime Apple hardware chief will become CEO on 1 September, while Cook moves into the role of executive chairman.
Ternus’s appointment was announced in April and has been viewed as a renewed focus on Apple’s core hardware business.
More iPhones expected
Apple is also expected to introduce new additions to its iPhone lineup at the event.
Reports indicate that the iPhone 18 Pro and iPhone 18 Pro Max are likely to feature alongside the foldable device.
The standard iPhone 18, however, is reportedly not expected to launch until 2027 as Apple changes its traditional release schedule.
Apple may also reveal new Apple Watch models and other hardware during the presentation.
The company’s 9 September event will take place at Apple Park in Cupertino, California, as attention turns to whether the foldable iPhone can become Apple’s next major hardware category.