Apple's upcoming launch event on September 9 is shaping up to be one of the most disruptive in the company’s history. Moving away from the status quo, the tech giant is preparing to introduce major structural changes to its product lineup, starting with who takes the stage.
A New Era of Leadership and Lineup Shifts
For the first time, the fall showcase will be hosted by Apple’s new CEO, John Ternus. This leadership transition coincides with a massive shakeup in how Apple structures its smartphone portfolio.
Rumors suggest Apple will skip launching a standard base iPhone 18 at this event, choosing instead to punt both the entry-level model and a rumored iPhone Air sequel to next spring. Instead, the spotlight will shine strictly on premium tier hardware: the iPhone 18 Pro, the Pro Max, and Apple’s highly anticipated first-ever foldable smartphone.
The $2,000 Foldable Gamble
Speculatively dubbed the iPhone Ultra, this book-style foldable is expected to borrow design cues from last year's ultra-thin, 5.6mm iPhone Air. The slim form factor proved Apple could push physical hardware limits, paving the way for a more compact foldable design. In fact, accessory maker Dbrand is already selling skins for the unreleased device, hinting at a wider form factor similar to Samsung’s Galaxy Z Fold series.
However, Apple faces a steep consumer adoption curve:
- High Interest, Low Budgets: A CNET survey reveals that 25% of US adults are interested in a foldable iPhone.
- The Price Gap: While consumers are willing to spend an average of $781 on a foldable, the iPhone Ultra is rumored to retail around $2,000, driven up by RAM shortages and premium components.
- The Entry Barrier: If the base iPhone 18 is delayed, the cheapest new iPhone announced at the event could start at $1,100.
Siri AI and the iOS 27 Leap
Beyond hardware, the event will mark the general release of iOS 27, spotlighting a thoroughly revamped "Siri AI."
Following initial previews at WWDC, early beta testing indicates the digital assistant has received a substantial intelligence upgrade. Rather than acting as a simple chatbot, Siri AI focuses on fundamental quality-of-life improvements: better voice command comprehension and enhanced contextual world knowledge. For users frustrated by Siri’s historical limitations, this software overhaul could be the most practical update of the night.
