Apple is kicking off a new era on Wednesday as John Ternus takes the stage for the first time for the company’s annual iPhone launch event, following his succession from former CEO Tim Cook on September 1. The Wednesday event marks the formal debut of John Ternus as CEO, according to PCMag.
John Ternus Debuts as CEO at Apple Event Featuring Foldable Phone
The event in Cupertino is expected to showcase next-generation devices, shaking up traditional release schedules. Apple stock wavered on Wednesday, trading down 1.61% at 311.13 ahead of the event as of 1:18:44 PM EDT.
Expected Foldable iPhone and Pricing Details
Among the most anticipated announcements is Apple’s first foldable phone, which could carry a heavy price tag eclipsing the $2,000 mark. According to Bloomberg’s Mark Gurman, the foldable device will offer the same styling as other leading foldables on the market, such as those from Samsung.
Pre-launch expectations suggest the foldable device—referred to in rumors as the iPhone Duo or iPhone Ultra/Duo—could range from $2,000 up to $3,000 for top storage tiers, and is expected to come in dark blue and white colors. By comparison, Samsung’s Galaxy Z Fold 8 starts at $1,899, while the higher-end Z Fold 8 Ultra starts at $2,099. Analysts note that while the high price may deter many consumers, it could prove worthwhile for the company if a fraction of its loyal supporters purchase it.
iPhone 18 Pro Lineup and Delayed Base Models
While Pro versions take center stage this week, standard iPhone 18 models will not make an appearance until next year. Citing Economic Daily News, MacRumors reports that Apple could launch the base iPhone 18 early next year alongside the iPhone 18e and the second-generation iPhone Air. This separation would represent a major shift from Apple’s traditional strategy of debuting base and Pro iPhones simultaneously, potentially reducing seasonal revenue lumpiness by spreading sales across a broader timeline.
The upcoming iPhone 18 Pro models are expected to feature the company’s latest A series processor and camera improvements, including an upgraded aperture to better control lighting. Because Apple refreshed the Pro lineup’s look with the iPhone 17, major cosmetic changes are unlikely. Color options for the iPhone 18 Pro are anticipated to include black, silver, light blue, and a burgundy shade branded as Dark Cherry, following previous Pro editions like last year’s Cosmic Orange. Meanwhile, the iPhone 17 will continue to be offered in green, blue, and lilac until its successor arrives in the spring.
New Apple Watches and Broader Ecosystem Updates
In addition to new phones, Gurman reported that Apple is expected to debut the Apple Watch Series 12 and Apple Watch Ultra 4, which are anticipated to receive internal updates and software improvements. Apple faces growing competition in the health and fitness space from ring trackers sold by companies like Oura and Samsung, pressure that could force Apple to evolve its devices and software.
The Wednesday event also highlights updates to AirPods and potentially a smart home refresh, though Gurman noted that other rumored products like a touchscreen MacBook, Apple TV 4K, and HomePad smart home hub are being held back for a potential fall event.
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