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watch nowVIDEO03:36Apple is expected to unveil its first-ever foldable iPhone: Here’s what you need to knowTechCheck
Apple will kick off its biggest launch event of the year on Wednesday, Sept. 9, at 10 a.m. PT / 1 p.m. ET. Viewers can watch the event, which carries the tagline “Surprise and shine,” on Apple’s website.
While Apple hasn’t officially said what it will introduce, analysts expect new iPhone models, including the company’s first folding phone, as well as new Apple Watches.
Investors are also closely watching to see if Apple raises starting prices for its iPhones during a global computer parts shortage. The company raised prices on Macs and iPads over the summer.
It’s the debut event for Apple CEO John Ternus, who took the helm on Sept. 1. The longtime hardware engineer will appear at an Apple keynote for the first time as CEO, and Apple customers and investors are watching to see where he follows in Tim Cook’s footsteps, and where he diverges
The event could also focus on artificial intelligence, as Apple is expected to release its new Siri AI and Apple Intelligence software to the public alongside the new hardware in the coming days.
9 Min Ago
Ternus makes his second-ever X post
John Ternus, senior vice president of hardware engineering at Apple Inc., during an Apple event in New York, US, on Wednesday, March 4, 2026.Adam Gray | Bloomberg | Getty Images
Ternus took to X on Wednesday morning to make his second-ever post to the platform.
The new Apple CEO shared a vague, 14-second video showing a light shiinig on, well. something.
His first post, made on Sept. 1, said “hello.”
—Chris Eudaily
24 Min Ago
Apple’s rivals are watching closely
Apple’s fiercest rivals for smartphone sales in China are reacting to the launch, even before it’s started, CNBC reported this week.
Huawei and Xiaomi both announced new foldable phones on Tuesday. Xiaomi introduced the 18 Fold, a passport-sized device, and Huawei unveiled the Mate XT2, a trifold smartphone.
The new Xiaomi 18 Fold smartphone is displayed at a specialty store on September 8, 2026 in Zhengzhou, Henan Province of China. Visual China Group | Getty Images
Foldable phones remain a very small part of the overall smartphone market, or about 2.2% of unit shipments so far this year, according to IDC. Huawei is currently the dominant player, especially in China, where it controls nearly 80% of the market. But Apple’s potential debut is expected to energize the entire category.
— Kif Leswing
