Apple Unveils Foldable iPhone Ultra, iPhone 18 Pro Series

Cupertino, CA – Apple is set to unveil its most significant product lineup in years at its September 9th keynote event, marking the first major product launch helmed by new CEO John Ternus. The highly anticipated event, scheduled to begin at 1 p.m. ET (10 a.m. PT), is widely expected to feature the debut of the company's first foldable iPhone, rumored to be named the iPhone Ultra. This launch could signal a major shift in Apple's strategy and a new era for foldable technology in the smartphone market.

Alongside the potential foldable device, Apple is also slated to introduce the iPhone 18 Pro and iPhone 18 Pro Max. Speculation suggests that a base model iPhone 18 might be omitted from this fall's release, possibly being held for a spring launch alongside a rumored sequel to the iPhone Air. The company's annual fall event has historically been a platform for groundbreaking innovations, and this year is no exception, with the foldable form factor being a key point of interest for both consumers and industry analysts.

CNET reporters will be on the ground at Apple Park, providing live coverage of all announcements. The event, starting Wednesday, September 9, 2026, will be streamed, with a watch party kicking off at 12:30 p.m. ET. Apple's move into the foldable market comes after years of industry anticipation and follows the successful launch of foldable devices by competitors like Samsung's Galaxy Z Fold 8 series and Google's Pixel 11 Pro Fold.

Consumer Interest and Market Expectations

Recent consumer sentiment surveys indicate a notable interest in a foldable iPhone among US adults, with approximately 25% expressing enthusiasm for the concept. However, a significant gap exists between this interest and the anticipated price point. While foldable phones typically command premium prices, with estimates for the iPhone Ultra hovering around $2,000, the average US adult surveyed indicated a willingness to spend only $781 for such a device. This figure is substantially less than the expected cost and even slightly below the price of a base model iPhone 17, suggesting that Apple may face challenges in aligning consumer affordability with its product pricing strategy for this new category.

The foldable phone market, though growing, remains a niche segment of the overall smartphone industry. Analysts generally expect that traditional iPhone models will continue to form the core of Apple's sales, with the foldable device appealing to a specific subset of early adopters and tech enthusiasts. The potential exclusion of a base iPhone 18 this fall also raises questions about Apple's product segmentation strategy for 2026. It could indicate a greater focus on higher-tier Pro and Ultra models, or a plan to diversify its iPhone offerings more distinctly across different release cycles.

The inclusion of significant technological advancements, such as a foldable display and potentially enhanced internal components to support this new form factor, could also contribute to higher production costs. Rumors of overall price increases for iPhones in 2026 have circulated, adding another layer of complexity to the reception of the new foldable model. The success of the iPhone Ultra will likely depend not only on its innovative features but also on Apple's ability to justify its premium price and to expand the appeal of foldable technology beyond a select group of enthusiasts. This event marks a pivotal moment for Apple, as it navigates the competitive landscape of premium smartphones and explores new product categories.