Apple is expected to unveil its first foldable iPhone at a major product event on Wednesday, as the technology giant prepares to enter a smartphone market pioneered by Samsung almost seven years ago.
The event, titled “Surprise and shine”, will begin at 10am Pacific time, or 6pm in the UK. Apple will stream the presentation on its website and on YouTube, where viewers can set a reminder notification.
Apple foldable iPhone announcement
The centrepiece is expected to be the iPhone Ultra, a foldable model that could cost about 2,000 US dollars according to reports. Apple has not confirmed the device or its price.
The company is also expected to announce the iPhone 18 Pro and iPhone 18 Pro Max. The standard iPhone 18 is not expected to arrive until next year, meaning Apple’s premium models are likely to lead this year’s smartphone line-up.
Other potential announcements include an updated HomePod, camera-equipped AirPods and new Apple Watch models. Apple has not disclosed which products will feature in the presentation.
The event will be the first major product launch since John Ternus became Apple’s chief executive, following Tim Cook’s departure from the role. It marks a significant moment for the company as it attempts to bring foldable hardware to its flagship smartphone range.
Samsung began selling foldable smartphones in 2019, while other manufacturers including Google, Motorola and Huawei have since developed competing devices. Apple’s reported entry would bring one of the world’s largest smartphone makers into the most closely watched new category in the market.
