Apple finally did the thing. At its September 9 event held at Apple Park in Cupertino, the company revealed its long-rumored foldable iPhone, a device that represents the most dramatic rethinking of the iPhone’s physical design in nearly a decade.
The foldable iPhone, widely expected to carry the “iPhone Ultra” or “iPhone Duo” branding, features a book-style design with a 5.5-inch cover display that opens up to a tablet-sized 7.6 to 7.8 inches. Starting at roughly $2,000, with higher storage configurations pushing close to $3,000, Apple is making no attempt to position this as a mass-market device.
A new era, a new CEO
The event carried extra weight because it served as the first major product launch under CEO John Ternus, who took the reins from Tim Cook just a month earlier. Ternus, a hardware engineering veteran who spent years leading the development of Apple’s devices, now gets to put his stamp on the company’s direction.
Beyond the headline device, Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max at the event. Notably absent were the standard iPhone 18 models, which have been pushed to 2027.
