Apple Set to Unveil Foldable iPhone Ultra and Other Products at Today's Event
Apple's 'Surprise and shine' event is expected to introduce the foldable iPhone Ultra, along with the iPhone 18 Pro and Apple Watch Series 12. The keynote will also be the first major presentation for incoming CEO John Ternus. Engadget is providing live coverage from Cupertino.
Leaks from Bloomberg and accessory maker Dbrand have essentially confirmed the foldable iPhone Ultra's existence. Dbrand's pre-order pages highlight intense consumer interest, though the device's fragility and high cost make protective cases a practical necessity for buyers.
The event also marks a historic leadership transition, as incoming CEO John Ternus delivers his first major keynote following Tim Cook's final presentation at WWDC in June. Alongside the foldable, Apple is expected to reveal the iPhone 18 Pro models and Apple Watch Series 12, with an Ultra 4 possibly on the agenda.
The arrival of a foldable iPhone could shift consumer expectations for premium mobile hardware, potentially pressuring rivals to innovate faster in flexible displays. However, its likely high price tag may restrict adoption to affluent early adopters, leaving mainstream users unaffected initially. The leadership transition to John Ternus could also influence Apple's long-term product strategy, potentially altering the competitive landscape for consumer electronics over the next few years.