Apple is hosting its annual hardware event, led for the first time by new CEO John Ternus. The company will debut its first foldable smartphone, expected to be named the iPhone Ultra. This move follows years of waiting for foldable technology to reach maturity.
The event also includes the launch of the iPhone 18 Pro and Pro Max. Additional announcements may include the Apple Watch Series 12 and updated AirPods.
Apple's market value increased by $570 billion this summer in anticipation of the new lineup. The launch establishes the company's product strategy under its new leadership.