Apple Kicks Off Major Product Overhaul as New CEO Unveils Foldable iPhone

According to reports, the foldable device, referred to internally as “iPhone Ultra” and also known by supply-chain codename “iPhone 18 Fold,” is expected to close to about passport size, with an outer display of 5.3 to 5.5 inches. Fully unfolded, it would show a 7.8-inch inner screen with an aspect ratio near 1.4:1, following a horizontal “large-format” foldable direction similar to Samsung’s Galaxy Z Fold8 and Huawei’s Pura X Max. To keep the unfolded thickness around 4.5 millimeters, Apple is said to forgo a telephoto camera, replace Face ID with Touch ID on the side power button, and ditch the physical SIM slot in favor of eSIM.

Bloomberg said the screen crease is “far less apparent” rather than absent. Software is said to bring iPad-style multitasking features such as Dock, sidebar and split view to the foldable. TrendForce estimates a starting price of US$2,099 to US$2,299, with high-end variants potentially exceeding 20,000 yuan. Counterpoint predicts that foldables above US$1,600 will reach 60% of the ultra-premium market and that Apple could capture 25% of global foldable shipments in its first year, placing it second.

Alongside the foldable, Apple is expected to announce the iPhone 18 Pro and Pro Max, which will keep the aluminum chassis and add a dark red color option, with the return of “Sierra Blue” possible. The new models are said to feature a 2nm A20 Pro chip made by TSMC, Apple’s second-generation 5G modem C2, custom RF components, and — on the Pro Max — a variable aperture camera. In a break with nearly two decades of fall launches for the entire iPhone lineup, the standard iPhone 18, the entry-level iPhone 18e and the second-generation iPhone Air 2 are reportedly delayed to spring 2027 so that the high-end models can dominate the fall cycle.

The September event is also expected to include the Apple Watch Series 12, which reportedly brings back the white ceramic case and gets a new chip to support on-device Siri AI. The Watch Ultra 4 will focus on battery life and satellite connectivity. AirPods 5 will be a regular update with standard and noise-canceling versions; camera-equipped AI AirPods have slipped to 2027.

Bloomberg’s report also outlines a year-long product overhaul. A 14- and 16-inch MacBook Pro with a touchscreen OLED display and a redesigned hinge is planned for late this year or early next. An OLED iPad mini with high refresh rate is expected in October. A home hub device with a roughly 7-inch display and face recognition is also in the pipeline, and Apple is reported to be working on a 20th anniversary iPhone, display-less smart glasses, visual AI AirPods and a second-generation foldable for later releases.

Ternus, who previously oversaw hardware engineering, takes over a company that some critics say had grown too comfortable with iterative updates. The September event and the reported roadmap are seen as a signal that Apple is finally pushing beyond that comfort zone.