Abstract:
At 1 a.m. Beijing time on Thursday (September 10), Apple’s annual iPhone new product launch conference will be held at Apple Park, with the theme “
Bring on the new chapter, come and dazzle
"(Surprise and shine). As an annual event in the global technology circle, this year's iPhone conference can be said to be the most significant event for Apple in more than ten years.
The outside world expects that Apple will not only release its first folding screen iPhone, but this will also be the first press conference of new Apple CEO John Ternus after taking charge of Apple, marking Apple's official entry into the "post-Cook era."
This press conference is full of highlights. The following is the core preview.
The world’s first foldable screen iPhone
First of all, Apple’s first foldable screen iPhone is undoubtedly the absolute protagonist of this conference.
The iPhone has been around for nearly 20 years, but its overall design has only experienced two major innovations in history: the first-generation model was equipped with a physical Home button (from the first iPhone in 2007 to the iPhone 8 in 2017, all models were equipped with a Home button on the wide border at the bottom); in 2017, Apple launched iPhone X, which canceled the physical Home button and switched to a full-screen display with Face ID.
This week, the iPhone is expected to usher in its third and most significant design innovation, launching the rumored foldable iPhone Ultra, also known as iPhone Fold.
According to reports, the iPhone Ultra will use Touch ID instead of Face ID because its slim body cannot accommodate the TrueDepth camera system.
As the name suggests, this new product will change the straight shape of the iPhone into a foldable form, and the current market for foldable devices is at an all-time high.
However, unlike the vertical small folding and book-style large-screen folding phones that are common in the Android camp, Apple's first folding iPhone is expected to adopt a passport-style folding design, which is often referred to as a "wide folding screen" in China. In the closed state, the screen aspect ratio is about 4:3.
Given that Apple has not launched a blockbuster new product for many years, consumer response to this foldable iPhone is crucial. If market feedback is good, the iPhone product line may regain its innovative vitality.
iPhone 18 series: Some models updated, basic models delayed
Although the iPhone Ultra/folding iPhone will most likely gain the most popularity, Apple is also expected to release a new generation of Pro models: iPhone 18 Pro and iPhone 18 Pro Max.
However, compared with the existing iPhone 17 Pro series, these two models are most likely just iterative upgrades and not disruptive products. Its upgrade direction is expected to include a more powerful A20 chipset, imaging system optimization, smaller Smart Island, and new color combinations.
However, it is reported that for the first time, Apple will no longer launch the standard iPhone 18 and the updated iPhone Air simultaneously with the iPhone 18 Pro series. Instead, Apple plans to adopt a batch launch strategy for the iPhone product line starting from the release of new products in 2026: the Pro series will be released in the fall, and the basic models will be launched in the spring of the following year. This means that if you want to buy the iPhone 18 standard version or iPhone Air 2, consumers will most likely have to wait until March next year.
New home hardware products
In addition to the iPhone, there are rumors that another major innovation focus of this conference will be on the home product line that has not had major updates for many years.
According to foreign media reports, Apple’s long-prepared new Apple TV set-top box is about to be unveiled, equipped with a more powerful chipset that can support the new version of Siri artificial intelligence and is expected to run higher-level games.
In addition, the well-received HomePod mini smart speaker is expected to upgrade its built-in chip to support the new version of Siri artificial intelligence.
Apple may also launch a new "home hub" device. The outside world generally describes it as equivalent to a HomePod with an iPad screen installed: that is, a smart speaker with a multi-touch screen. Users can quickly control smart home devices and audio-visual entertainment systems throughout the house through small components.
This product, called HomePad, has been rumored for several years, and with Apple's full bet on artificial intelligence, it is logical to launch this desktop smart device now.
Wearable devices and operating system updates
At the end of the conference, Apple is expected to bring a small iterative update to the AirPods series and release a new generation of Apple Watch (Series 12 and Ultra 4).
According to foreign media reports, Series 12 may re-introduce advanced ceramic case options and launch new strap colors and styles, but the appearance design may not change much. In addition, the chip performance of the new generation of Apple Watch will be improved, and the fitness tracking function will also be enhanced. Apple may release new health features for its wearables, such as around-the-clock heart rate monitoring.
In addition to hardware releases, Apple will also showcase the official versions of iOS 27, iPadOS 27, macOS 27, watchOS 27 and visionOS 27, which have been previewed this summer.
Although no major new features are expected to be released at the software level, the dual-screen version of iOS 27 exclusive to the folding iPhone is worth looking forward to. Apple has never demonstrated this system to the outside world before.
How much will the price increase?
For Apple consumers, in addition to eye-catching new products, the most important thing is the pricing of new machines.
Affected by the memory shortage caused by artificial intelligence, Apple, like almost all consumer hardware manufacturers in the world, has to increase product prices this year. This summer, Apple has raised the prices of iPads, Macs and home products, but the iPhone prices have remained unchanged.
At tonight’s press conference, this situation is expected to change. It is almost certain that the iPhone 18 Pro series will be significantly more expensive than the iPhone 17 Pro series. But everyone is waiting for an answer:
How much will it rise?
However, for Apple investors, Apple’s new product pricing strategy may be bad news anyway.
KeyBanc, a U.S. investment bank, has previously analyzed that Apple has two pricing options: one is to raise prices across the board to offset gross profit margin pressure, but this may impact sales and trigger a "price shock effect"; the other is to selectively raise prices slightly, but this will make the market place a higher scrutiny on profit margins, while laying the hidden danger of subsequent price increases.
In view of this, KeyBanc believes that this press conference can be said to be a "cut in the face" for Apple's stock price.
John Ternus’ debut
Of course, Apple’s press conference is not just about the launch of new products. This conference is Apple's new CEO John Ternus' first show since he officially took over on September 1.
Although ordinary consumers may not care about the specific speaker of this iPhone conference, industry observers and Apple investors will definitely scrutinize the on-site performance of Apple's new leader.
People will carefully examine Ternus’ speech style, expression logic, and observe his temperament as Apple’s new external spokesperson. The market will also pay attention to how he will explain Apple's long-term thinking on artificial intelligence, hardware innovation, and supply chain strategies.
Fifteen years ago, when Cook took over from Steve Jobs in 2011 and appeared on the stage of Apple’s new product launch for the first time, the question Cook faced was: “Can Apple continue to be great without Steve Jobs?”
Fifteen years later, the baton was passed to John Turnus, but the test questions before him were completely different.
In the Cook era, Apple has completed the continuous expansion of revenue scale, the establishment of a global supply chain and the creation of a multi-hardware ecosystem; and after Ternus's appearance, the new proposition that needs to be answered is:
In an era when the AI craze is sweeping the world and hardware costs continue to rise, how can Apple continue to come up with disruptive products that can impress the market and defend the high-end hardware moat?
This Apple new product launch will be his first big test after taking office.
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