Apple is setting a Sept. 9 event for its new CEO's debut and expected first look at the foldable iPhone

Apple is set to unveil a new lineup of iPhones, potentially including its first foldable iPhone, on September 9 during its annual fall hardware launch event at Apple Park. The invitation-only event, which starts at 10 am. PT (10:30 pm. IST), carries the tagline "Surprise and Shine" and features a prominent Apple logo, but offers limited details on the products to be showcased.

This highly anticipated event is Apple's biggest, where the company typically launches new hardware products and updates to its most popular devices, sometimes even introducing products from entirely new categories. Experts are watching closely as Apple may be considering a foray into the foldable smartphone market, which has been around for years but hasn't gained mainstream traction.

The rumored foldable iPhone, possibly named the iPhone Ultra or iPhone Fold, is expected to have a book-style design, inspired by the recently released Samsung Galaxy Z Fold 8, but with a unique wider and shorter form factor. The device is rumored to feature a 5.5-inch outer screen that unfolds into a 7.8-inch internal display, with a price tag between $2,000 and $2,500.

This new addition to Apple's lineup could significantly impact the premium smartphone market by increasing the category's visibility. However, production challenges may make it difficult for the iPhone Ultra to launch smoothly. While the folding iPhone could potentially elevate the smartphone market, analysts suggest that its impact might be more on how foldable phones are perceived by consumers.

Apple is also expected to roll out usual enhancements across the entire iPhone lineup, including faster chips, improved cameras, and a new AI-powered Siri, all part of the first major launch event for Apple's new CEO, John Ternus, who takes over on September 1, succeeding Tim Cook.