Apple's September 9 "Surprise and Shine" event is shaping up to be the most consequential iPhone launch since the 2017 iPhone X. For the first time in nine years, Apple is introducing an entirely new form factor: a foldable iPhone rumored to be called the iPhone Ultra, priced above $2,000. Alongside it, the iPhone 18 Pro lineup arrives with a mechanical variable aperture camera, a 2nm A20 Pro chip, and Apple's in-house C2 modem replacing Qualcomm for the first time. And this will be the first major product keynote delivered under John Ternus, who took over as Apple CEO on September 1, ending Tim Cook's 15-year tenure. The event is less than three days away, and the convergence of a leadership transition, a new product category, and a genuine hardware leap makes this launch one worth examining in depth.
The Foldable iPhone: Apple's Biggest Bet in a Decade
Apple's first foldable device will use a book-style design with an outer display measuring approximately 5.5 inches and an inner display stretching to roughly 7.8 inches when unfolded. The device is wider than it is tall when open, creating an experience closer to an iPad mini that folds in half than a traditional tall-and-narrow foldable phone. Samsung's Galaxy Z Fold 8, which launched earlier in 2026 with a similar passport-style aspect ratio, may offer the closest physical reference to what Apple is building.
The iPhone Ultra is expected to be as thin as 4.5mm when unfolded, making it Apple's thinnest iPhone to date, and approximately 9mm when folded. That thinness comes with tradeoffs. The device will use Touch ID integrated into the power button instead of Face ID, because there is no space for the TrueDepth camera system. It will also lack a telephoto lens on the rear camera, though it will have both a Wide and Ultra Wide lens. Apple reportedly considered a crease-free display but settled on a minimal crease with a liquid metal hinge and optically clear adhesive designed to fill micro-cracks from repeated folding.
Pricing is expected to start at around $2,000, with higher-capacity configurations potentially reaching $2,500. That price point places the iPhone Ultra well above any existing iPhone and positions it as a premium device targeting early adopters and enterprise users rather than the mass market. Apple is also expected to offer MagSafe wireless charging, and the device will carry the same A20 Pro chip as the iPhone 18 Pro models.
The software experience will be critical. Apple has reportedly been telling developers to design apps for multiple aspect ratios and screen sizes to accommodate both the folded and unfolded states. Multitasking, side-by-side apps, and sidebars similar to iPad features are expected. The success or failure of the iPhone Ultra will depend as much on whether iOS 27 can deliver a compelling large-screen experience as on the hardware itself.
iPhone 18 Pro: The Variable Aperture Camera Revolution
The iPhone 18 Pro and iPhone 18 Pro Max will look visually similar to their iPhone 17 Pro predecessors, but the internal upgrades are significant. The headline feature is a mechanical variable aperture on the main camera, a first for any iPhone.
From the iPhone 14 Pro through the iPhone 17 Pro, Apple shipped a fixed f/1.78 aperture on the main Fusion camera. Every shot, regardless of lighting conditions, was captured at the same lens opening. Bright scenes required computational processing to avoid overexposure. Depth of field in portrait shots was simulated in software. A variable aperture changes this fundamentally.
The system uses a multi-blade iris diaphragm, the same basic mechanism found in professional DSLR and mirrorless cameras. Metal blades overlap to form a roughly circular opening that can expand or contract, physically controlling how much light reaches the sensor before any software processing occurs. Supply chain analyst Ming-Chi Kuo reported the feature in December 2024, and by April 2026, active supplier production of the iris blade assembly had begun on schedule.
Samsung first attempted variable aperture on a smartphone with the Galaxy S9 in 2018, but its implementation was binary, switching between only two positions: f/1.5 and f/2.4. The feature was removed from the Galaxy S10 a year later. Xiaomi's 14 Ultra in 2024 refined the concept with a continuous range from f/1.63 to f/4.0, allowing natural starburst effects, real depth-of-field control in video, and the ability to shoot in bright conditions without computational workarounds. Apple's implementation is expected to be continuous rather than binary, though the specific aperture range has not been confirmed.
The practical benefits are most evident in video production. Closing the aperture allows longer exposure times per frame and introduces natural motion blur for cinematic footage, something the current fixed lens cannot do optically. For still photography, the primary benefit is exposure control: being able to stop down in bright sunlight without neutral-density filters or computational recovery. Supply chain reports indicate the camera module costs Apple roughly 50 percent more than the current hardware, a cost increase that will likely be reflected in retail pricing.
The A20 Pro Chip: Gate-All-Around Transistors Arrive on iPhone
The A20 Pro will be Apple's first chip built on TSMC's N2, or 2nm, process node, marking a manufacturing transition that goes far beyond incremental improvement. Every iPhone chip from the A14 to the A19 Pro used FinFET transistors, where a three-dimensional fin-shaped channel is contacted by gate metal on three sides. At 3nm, FinFET was reaching its physical limits.
TSMC's N2 process replaces FinFET with Gate-All-Around, or GAA, nanosheet transistors. Instead of a single fin, the new design uses a vertical stack of three to four horizontally suspended silicon nanosheets, each only a few atoms thick. Gate metal wraps completely around every nanosheet on all four sides simultaneously, providing tighter electrostatic control and suppressing the electrical leakage that limits 3nm performance. The result, per TSMC's published data, is approximately 15 percent faster CPU performance at equal power, or roughly 30 percent lower power consumption at equal performance, compared with the A19 Pro.
Apple has secured more than half of TSMC's total 2nm production capacity, positioning it as the primary beneficiary of a process node that entered volume production in Q4 2025. The A20 Pro also introduces TSMC's Wafer-Level Multi-Chip Module packaging, which integrates memory directly onto the same wafer as the CPU, GPU, and Neural Engine. Both Pro models are expected to carry 12GB of RAM. The tighter physical proximity between compute and memory reduces the energy cost of data transfer, with tangible gains for Apple Intelligence tasks, gaming, and real-time camera processing.
The performance jump is expected to be roughly 18 percent faster and up to 30 percent more power efficient than the A19 Pro, with a possible 7-core GPU, a wider memory interface, and a larger L2 cache for efficiency cores.
Battery, Modem, and the Three-Pronged Efficiency Play
The iPhone 18 Pro Max is expected to arrive with a battery capacity between 5,100 and 5,200 mAh, up from 5,088 mAh in the iPhone 17 Pro Max. That modest cell increase, however, is only one of three compounding efficiency gains.
The second factor is the A20 Pro's 30 percent power efficiency improvement. A chip that achieves the same workload while drawing significantly less current extends run time independently of battery size. The iPhone 17 Pro Max already tops independent battery-life testing across 35 smartphones despite not having the largest physical cell among tested Android phones, a result entirely attributable to silicon efficiency. The 2nm transition amplifies that dynamic considerably.
The third factor is Apple's in-house C2 modem, which replaces Qualcomm's modem entirely in the iPhone 18 Pro lineup. The modem is among the most power-hungry components in any smartphone. An in-house modem co-designed alongside the application processor allows tight integration that reduces inter-chip communication overhead. The C2 is also expected to support mmWave 5G connectivity and a privacy-focused mode that limits the precise location data available to mobile networks. If Apple has not added mmWave to the C2, U.S. models could potentially use Qualcomm modems instead, though no confirmation exists either way.
For the foldable iPhone Ultra, Apple is expected to use a dual-battery design with one cell in each half of the device, potentially reaching a total capacity in the 5,400 to 5,800 mAh range. Combined with the A20 Pro's efficiency, this positions the foldable to compete on battery life despite its larger display.
The John Ternus Transition: First Test of a New CEO
John Ternus officially became Apple's CEO on September 1, 2026, ending Tim Cook's 15-year tenure and marking the company's first CEO transition since Cook succeeded Steve Jobs in 2011. Cook moved into the role of executive chairman, remaining involved with Apple's board and selected external relationships.
Ternus is an Apple veteran who has worked at the company since 2001, primarily in product design and hardware engineering. He joined the executive team in 2021 and oversaw the hardware for every major product in the Tim Cook era: Mac, iPad, iPhone, Apple Watch, and AirPods. He also led the transition to in-house Apple Silicon chips across most of Apple's major product lines, a shift that redefined the company's computing trajectory.
The timing of the leadership change is notable. Apple is facing an unusual amount of internal leadership churn, an exodus of talent to companies like OpenAI, memory shortages that are driving product price increases, and tariff pressures expected to cost the company more than $1 billion in the current quarter. The September 9 event will be Ternus's first opportunity to set the tone for his tenure. His track record suggests a product-first philosophy focused on manufacturing excellence and hardware innovation, and the iPhone Ultra and iPhone 18 Pro lineup are precisely the kind of technically complex, high-margin products where that expertise matters most.
Apple's 2026 proxy statement described fiscal 2025 as a record year with 14 percent year-over-year Services growth, gross margin of 46.9%, diluted earnings per share of $7.46, and more than $110 billion returned to shareholders. The installed base reached new highs across major product categories and geographic regions. Ternus inherits a company in strong financial health, but one facing real headwinds on supply, talent, and geopolitics.
The Foldable Market: Can Apple Revive a Struggling Category?
The broader foldable smartphone market has been losing momentum. Omdia reported that global foldable shipments reached 18.2 million units in 2025, and first-half 2026 shipments fell 21.6 percent year over year. Samsung has dominated the category with a 40 percent share in 2025, but that share is expected to drop to 32 percent in 2026.
Apple's entry is expected to reverse the trend. IDC forecasts the foldable market will grow 12.6 percent in 2026, with Apple potentially capturing 31 percent of the market despite entering only in the second half of the year. That would translate to roughly 7.1 million foldable iPhone shipments in its debut year. IDC projects Apple will eventually account for 40 percent of all foldable shipments in 2027, with total category shipments accelerating to 27 million units.
Counterpoint Research forecasts that book-type foldable devices will account for 76 percent of global foldable smartphone shipments in 2026, up from 52 percent in 2025. The arrival of Apple, with its enormous installed iPhone user base and brand pull, is the single most important factor in shifting the category from niche curiosity to mainstream product. The question is whether a $2,000+ price point will limit adoption to enthusiasts or whether Apple's ecosystem integration and software polish can justify the premium for a broader audience.
IDC's analysis suggests Apple's entry helped avert a double-digit percentage decline for foldables in 2026, and the category is now expected to see an 18 percent increase in 2027. For Samsung, Huawei, and other Android manufacturers, Apple's arrival represents both a threat and a validation: the foldable form factor is real, the demand exists, and the market is about to get significantly more competitive.
What Else to Watch on September 9
Beyond the iPhones, Apple is expected to announce the Apple Watch Series 12 and Apple Watch Ultra 4, with updated processors and a possible return of the ceramic case option for the Series 12. The heart rate sensor may gain continuous all-day data collection, powering a new Health app feature offering wellness insights similar to the Oura Ring.
AirPods 5 are expected, with references found in the macOS 26.7 release candidate. An updated H3 chip could improve sound quality and lower latency, and both ANC and non-ANC versions are anticipated. Apple also recently announced new Mac mini and Mac Studio desktop hardware with M5 Pro and M5 Ultra chips, set for release on September 22.
Software launch dates for iOS 27, iPadOS 27, and macOS Golden Gate are expected to be announced, along with possible smart home devices including a long-rumored home hub, a new Apple TV 4K, and an updated HomePod mini. The "Surprise and Shine" event will stream live on Apple's website, YouTube, and the Apple TV app at 10:00 a.m. Pacific Time on Wednesday, September 9.
Sources: 1. MacRumors, "Apple Event Announced for September 9: 'Surprise and Shine'," August 26, 2026. 2. 9to5Mac, "Apple officially announces iPhone 18 Pro and foldable iPhone event," August 26, 2026. 3. MacRumors, "iPhone Ultra, iPhone 18 Pro, and More: Apple's September 9 Event Preview," August 26, 2026. 4. TechTimes, "iPhone 18 Pro Camera Goes Mechanical: Variable Aperture, 2nm Chip, Dark Cherry Due September," June 11, 2026. 5. 9to5Mac, "Here's how many foldable iPhones IDC expects Apple to ship in one year," August 26, 2026. 6. Apple Newsroom, "Tim Cook to become Apple Executive Chairman, John Ternus to become Apple CEO," April 20, 2026. 7. IDC Worldwide Quarterly Mobile Phone Tracker, 2026 forecasts.