CUPERTINO, Calif.—Nearly 20 years ago, Steve Jobs revolutionized consumer hardware with the iPhone, propelling Apple to unprecedented heights. Today, Apple is set to unveil its most significant product launch in years, including its first foldable phone. The event, held at the Steve Jobs Theater on Apple’s campus, will also reveal the iPhone 18 Pro models, Apple Watch Series 12, AirPods 5, and potential updates to MacBook and home products.
It could also introduce new details about Siri AI, Apple’s AI assistant, which is being tested in beta. This marks Apple’s first major event led by new CEO John Ternus. The event is highly anticipated due to concerns over Apple’s business momentum, AI strategy, and challenges like the memory chip shortage.
The foldable phone, priced around $2,000, aims to compete with Samsung’s Galaxy Z Fold8 series. While Apple retains its traditional iPhone design, the iPhone 18 Pro will be the latest premium model, with the base model iPhone 18 expected in Spring 2027—a departure from Apple’s usual launch strategy. Price hikes across Mac, iPad, and home devices, driven by memory chip shortages, have been noted.
Apple’s disappointing July revenue forecast highlights ongoing supply-chain issues. The Siri AI update, expected this fall, promises better on-device AI functionality. Ternus, a product engineer with a background in Apple’s hardware, aims to revive innovation and design.
Analysts and former employees express hope that Ternus will bring fresh ideas, starting with a foldable device that could redefine Apple’s product strategy.
Source: Fortune
