Apple announces the release of its first foldable iPhone at an event scheduled for September 9, 2026. This will be the first significant test for the new CEO of the company, John Ternus, who has held the position for just eight days. The event is expected to launch three premium models: iPhone 18 Pro, iPhone 18 Pro Max, and the foldable iPhone Ultra. The starting price will be around $2000, with top versions priced even higher. More affordable models, the standard iPhone 18 and iPhone 18e, will be released only in spring 2027.
The upcoming launch comes amid strong results for Apple under the previous CEO Tim Cook: revenue in the last quarter reached $109.4 billion, up 16%, while iPhone sales increased by 22%. However, the market remains cautious: despite record figures, the company's shares have fallen by 6% due to a lack of a clear strategy in artificial intelligence, which John Ternus now needs to formulate.
Apple's product line focuses on high-end devices, indicating the company's aim to increase revenue per customer amid slowing sales growth. At the same time, a key challenge for the new CEO is the integration of AI: it is expected that the updated Siri will operate on Google Gemini models, raising questions about Apple's own developments in this area. Ternus needs to present a clear development plan for the company in the face of growing competition in the AI device market.