Overview
- John Ternus led his first Apple keynote on Wednesday, Sept. 9, and Apple unveiled the iPhone 18 Pro and iPhone 18 Pro Max as the event’s headline products.
- Coverage treats Apple’s first foldable phone as a central development but reports emphasize that its official name, final specs, exact price and ship dates remain unconfirmed.
- Multiple outlets and leaks point to a high price for the foldable—widely reported above $2,000—and to premium hardware upgrades such as a variable-aperture main camera on Pro models.
- Analysts and supply-chain reporting link shortages of DRAM, NAND and advanced packaging limits to Apple’s decision to prioritize complex, higher-margin Pro and foldable devices now.
- Market context: foldables are a small share of shipments today (about 2.2%) but Apple’s entry and a software focus on next‑generation Siri and Apple Intelligence could reshape competition and user expectations.