CUPERTINO, Calif.—Nearly 20 years ago, Steve Jobs upended the consumer hardware space by introducing the world to the iPhone, propelling Apple to unprecedented heights. While few product launches can top that moment, Apple today is poised to host one of its most exciting events in recent memory when it unveils its latest hardware, which is expected to include its first foldable phone.
At the Steve Jobs theater on Apple’s campus, the company is expected to reveal the foldable, along with its iPhone 18 Pro models, Apple Watch Series 12, AirPods 5, and potential updates to its MacBook and home products. It could also unpack more details about Siri AI, its supercharged assistant—partly reliant on Google technology—that users have been testing in beta mode.
It’s also Apple’s first big event to be led by new CEO John Ternus. And with questions growing over Apple’s business momentum, its AI strategy, and challenges such as the industry’s memory chip shortage, it’s safe to say that this will be one of Apple’s most closely watched product launches in years.
The foldable in particular would vault Apple into its next age by introducing a new form factor after years in which it has iterated on its original iPhone. While the cost is expected to be around $2,000 for the base model, the phone would help Apple compete in a market set by Samsung and hand Ternus a flashy new product to tout as he begins his tenure.
