Apple has finally broken its silence and officially announced its next product launch event, scheduled for September 9 at 10 AM Pacific Time. The gathering, titled “Surprise and shine,” is not just the usual autumn stop for new iPhones; it also marks a historic moment for the Cupertino-based company. It will be the first major product event under the leadership of new CEO John Ternus, who took over from Tim Cook. But the real surprise could be another, namely the long-awaited foldable iPhone, which many insiders call the iPhone Ultra, destined to compete directly with Samsung's Galaxy Z line.
September 9 event that could reshape the foldable smartphone market
According to countless rumors that have surfaced in recent months, Apple is ready to launch its first smartphone with a flexible display, precisely at the September 9 event. The device, which could be named iPhone Ultra, would feature a book-style design, similar to Samsung's Galaxy Z Fold 8, but with a virtually crease-free foldable display. If confirmed, this would be a significant advantage over competitors, who have been trying for years to minimize the “hinge” effect on their foldable panels. The news was reported by SamMobile, one of the most authoritative sources regarding the Samsung world, which underscored how this move by Apple could finally provide a true global alternative to the South Korean giant's foldables.
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iPhone 18 Pro and iPhone 18 Pro Max arriving alongside the foldable
Naturally, the September event will not be dedicated solely to the new form factor. As tradition dictates, Apple will also unveil the next generation of iPhones, namely the iPhone 18 Pro and iPhone 18 Pro Max models. These smartphones will represent the evolution of the top-of-the-line range, with improvements in camera, performance, and battery life. But it is the presence of the foldable that is capturing the attention of enthusiasts and investors. If the rumors prove true, Apple will enter with force into a market segment that has so far been dominated by Samsung with its Galaxy Z series. A challenge that could reshuffle the cards in a sector where innovation is key to standing out.
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First public appearance of new CEO John Ternus
The September 9 event will carry even deeper symbolic value because it will represent the first major public appearance of John Ternus as Apple's CEO. Ternus, who took the helm after Tim Cook's retirement, has already demonstrated that he has clear ideas about the future of Apple's products. The presentation of the first foldable iPhone, if confirmed, would be a spectacular way to mark his tenure and to respond to critics who claim Apple has lost its innovative edge. In an increasingly competitive market, with companies like Google and Samsung pushing the envelope, the bitten apple cannot afford to fall behind.
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Samsung's response and fans' expectations
The news of Apple's entry into the foldable market has inevitably turned the spotlight on Samsung, which has been the leader in this segment for years with its Galaxy Z Flip and Z Fold lines. Samsung fans are watching this development with interest, aware that direct competition could lead to faster innovation and more competitive prices. After all, as SamMobile pointed out, this would be the first time a global rival of equal stature clashes with Samsung in the foldable sector, which so far has seen mainly Chinese manufacturers like Huawei and Xiaomi as protagonists. The challenge is therefore open, and September 9 could mark the beginning of a new era for smartphones.
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For those who follow the tech world, the Apple event on September 9 is already considered one of the most important appointments of the year. Expectations are at an all-time high, not only for the new iPhones. If the foldable is indeed presented, it will be an epochal shift for the Cupertino company, which will finally respond to Samsung on the field. And who knows, this move might have repercussions in other sectors as well, such as foldable tablets or laptops, where Apple could potentially expand its offering in the future. In the meantime, all that remains is to wait for September 9 to find out if the rumors will turn into reality.
Source: https://www.sammobile.com/news/get-ready-samsung-fans-the-foldable-iphone-launches-on-september-9
