Key Points
iPhone 18 Pro and Ultra launch September 9 at 10 a.m. Pacific, 2 a.m. Japan time.
IDC predicts iPhone Ultra ships 10 million units in year one, capturing 25 percent of foldable market.
iPhone Ultra expected to cost $2,000 to $2,500 or 320,000 to 400,000 yen.
New CEO John Ternus debuts as Apple leader after Tim Cook transitions to executive chairman.
Apple has officially announced its September 9 event at the Steve Jobs Theater in Cupertino, where it will unveil the iPhone 18 Pro, iPhone 18 Pro Max, and Apple’s first foldable smartphone, the iPhone Ultra. IDC predicts the foldable will ship over 10 million units in its debut year. The event marks new CEO John Ternus’s first product launch after taking over from Tim Cook on September 1.
When and where the event happens
Apple’s keynote begins at 10 a.m. Pacific time on Wednesday, September 9, which translates to 2 a.m. Japan time on September 10. The event takes place at the Steve Jobs Theater inside Apple Park in Cupertino, California. Invitations went out on August 27 with the tagline “Surprise and Shine.” Apple confirmed the date after months of speculation, sticking to its tradition of never holding iPhone events on September 11.
What Apple will announce
The iPhone 18 Pro and Pro Max will headline the event, featuring smaller Dynamic Island cutouts and new color options including silver, dark gray, light blue, and dark cherry. Apple’s first foldable phone, the iPhone Ultra, will debut alongside two new Apple Watch models. The standard iPhone 18 and iPhone 18e are being pushed to spring 2027. iOS 27, iPadOS 27, and watchOS 27 will also be announced.
iPhone Ultra demand and pricing
IDC analyst Navila Pophal predicted the iPhone Ultra will ship over 10 million units in its first year, making it a major player in the foldable market. The device is expected to cost between $2,000 and $2,500 (approximately 320,000 to 400,000 yen). Counterpoint Research forecasts the iPhone Ultra will capture 25 percent of the global foldable smartphone market in 2026, up from Samsung’s 40 percent share in 2025.
What this means for Apple stock
Meyka grades AAPL a B with a neutral recommendation, while analyst consensus stands at Buy with 24 buy ratings versus 7 holds and 7 sells. The stock trades at $318.61, up 1.28 percent on the day. With a 12-month Meyka forecast of $290.24 and RSI at 57.60, the data suggests limited upside from current levels. New CEO Ternus brings hardware engineering expertise, which could reshape product strategy under his leadership.
Final Thoughts
Apple’s September 9 event sets up a critical test of its foldable strategy. With 10 million units predicted and Meyka grading the stock B against analyst consensus Buy, investors should monitor whether the iPhone Ultra can justify premium pricing in a crowded foldable market.
FAQs
The keynote starts at 2 a.m. Japan time on September 10, 2026. Apple will stream it live on its website.
The foldable iPhone Ultra is expected to cost between $2,000 and $2,500, or approximately 320,000 to 400,000 yen.
IDC predicts Apple will ship over 10 million iPhone Ultra units in its first year, capturing 25 percent of the global foldable market.
John Ternus takes over as CEO on September 1 and will deliver his first keynote on September 9, replacing Tim Cook.
Disclaimer:
The content shared by Meyka AI PTY LTD is solely for research and informational purposes. Meyka is not a financial advisory service, and the information provided should not be considered investment or trading advice.
About Author
Danny Kontos
Co FounderDanny Kontos has been a stock investor since 2007 and co-founded Meyka in 2023. He keeps a small, focused portfolio and only moves when the numbers are hard to argue with. He has waited years on a single position before. Before Meyka, he ran a web hosting company and a mortgage lending platform, so he knows what a well-run business actually looks like under the hood. This article did not come from a news cycle. It came from someone who has been watching this space for a long time.
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