Apple Event Preview: iPhone Price Hikes, Foldable Screen as the Grand Finale, New CEO Faces First Big Test
BlockBeats News, September 9 - Apple will hold its annual new product launch event at 1:00 AM Beijing Time on September 10. The first foldable iPhone will be the biggest highlight, alongside the iPhone 18 Pro series, new Apple Watch models, and AirPods. This launch also marks the first major product event hosted by new CEO John Ternus, who succeeded Tim Cook on September 1.
Apple's first foldable iPhone, tentatively named "iPhone Duo," will start at approximately $2,000, with the 256GB version as the entry-level configuration, and higher storage versions priced up to nearly $3,000. The device features a horizontal fold design that expands for better video viewing and supports split-screen, multitasking, and other iPad-like functions. On the hardware front, it is expected to be powered by the A20 Pro chip and Apple's self-developed C2 baseband, equipped with dual 48-megapixel rear cameras and a 12-megapixel video conferencing camera, while also supporting Apple Pencil and a magnetic hinge. The product is expected to hit the market as early as October.
Bloomberg noted that foldable phones have historically been constrained by high prices, battery life, camera performance, and screen crease issues, but supply chain and related technology advancements are improving these shortcomings. Apple hopes to carve out a new product category with the foldable iPhone, positioning it as a premium device that combines innovation with status symbolism.
The iPhone 18 Pro and Pro Max will continue the traditional bar design, with a major focus on upgrading the camera system. A mechanical aperture is expected to be added for more precise depth-of-field control and better low-light performance, while the devices will feature the A20 Pro chip, improved thermal management, and extended battery life. The Dynamic Island will also be further reduced in size.
Due to storage chip shortages, prices for the iPhone 18 Pro and Pro Max are expected to increase by $100 each. Apple has already raised prices on Mac, iPad, and other products, and this iPhone price hike signals that storage cost pressures are further passing through to consumers.
The Apple Watch Series 12 and Ultra 4 are expected to introduce new color options and design tweaks, while strengthening health and fitness features with a new Readiness app that provides deeper analysis of heart rate, blood oxygen, and other metrics. The AirPods 5 will feature upgraded noise cancellation, while the previously planned high-end AI AirPods with camera sensors have been delayed to next year.
For Ternus, this launch event is not just about new products—it is also his first major public appearance since taking the helm at Apple. With Apple's revenue nearing $500 billion and its stock price having risen approximately 2,300% cumulatively during Tim Cook's tenure, whether Ternus can prove through the foldable iPhone that Apple still possesses the innovative capability to launch entirely new product categories will be the focal point of market attention.
