Apple CEO John Ternus expected to unveil $2,000 folding iPhone at event

John Ternus Leads Apple’s First Foldable‑Focused Event

Apple kicked off its September 9, 2026 launch at the Steve Jobs Theater in Cupertino, with new chief executive John Ternus taking the stage. Reuters reported that outgoing CEO Tim Cook introduced the presentation with a video that ended with Cook saying, “Not me. That’s your guy.” Ternus then played a brief “relentless pursuit of excellence” video message and positioned the iPhone as “an intelligent personal hub.” The event marks the first product rollout under Ternus after he succeeded Cook on September 1.

iPhone 18 Pro and Pro Max Debut with A20 Pro Chip

The flagship iPhone 18 Pro arrives in two new colours — glacier and burgundy — and starts at $1,199, according to the Livemint and Reuters coverage. Apple announced that the devices are powered by its new A20 Pro chip, built on a 2‑nanometre process and designed to run advanced on‑device AI models. While pricing for the iPhone 18 Pro Max was not disclosed in the reports, the Pro Max is highlighted for its extended battery life.

The new models include a vapor‑based cooling system that uses advanced packaging techniques similar to those in Apple’s Mac chips, helping to manage heat without a fan.

First Foldable iPhone Duo Targets the Luxury Segment

All outlets agree that the headline surprise is the iPhone Duo, Apple’s first book‑style foldable handset. Livemint and Reuters describe the device as “pricey,” with analysts projecting a price “more than $2,000.” IndiaTVNews adds that the Duo is expected to use a Samsung‑supplied OLED panel comparable to the Galaxy Z Fold 8, and recent reports suggest it may support Apple Pencil attachment at the hinge, reversing earlier speculation that Pencil support had been dropped.

International Data Corporation analysts cited in both Livemint and Reuters predict Apple will sell every unit it can produce and aim for a 40 % share of the foldable‑phone niche by the end of next year, despite that niche representing a “minuscule share of the smartphone market.” The company hopes its late entry will let it master key engineering challenges such as a sturdy hinge, minimal screen crease, and dust‑water resistance, areas where rivals like Google’s Pixel 10 Pro Fold (IP68) have set benchmarks.

AI, Privacy and “Apple Intelligence” Take Center Stage

Apple’s AI narrative was a thread throughout the keynote. Lilian Rincon, Apple’s lead for AI products, highlighted an updated Siri that will work with 300,000 apps at launch. Ternus emphasized privacy, stating, “Honestly, trust only goes so far when your data is no longer yours to control,” underscoring Apple’s focus on on‑device processing.

PP Foresight analyst Paolo Pescatore noted that Apple is leveraging its hardware scale to embed “Apple Intelligence” across devices. Forrester analyst Dipanjan Chatterjee warned that the foldable’s success will test Apple’s ability to expand a “minuscule” market into a “meaningful new segment.”

The event also hinted at a shift in Apple’s product cadence. Analysts expect the company to defer updates to its lower‑priced iPhone models until next spring, focusing the September push on the premium Pro line and the new foldable. Whether this timing will sustain Apple’s traditional holiday‑quarter sales boost remains an open question for the upcoming earnings call.