{"id":98335,"date":"2026-09-09T15:24:41","date_gmt":"2026-09-09T15:24:41","guid":{"rendered":"https:\/\/site.itshrt.com\/worldnews\/what-to-know-about-todays-1-p-m-apple-tech-launch-and-foldable-iphone\/"},"modified":"2026-09-09T15:24:41","modified_gmt":"2026-09-09T15:24:41","slug":"what-to-know-about-todays-1-p-m-apple-tech-launch-and-foldable-iphone","status":"publish","type":"post","link":"https:\/\/site.itshrt.com\/worldnews\/what-to-know-about-todays-1-p-m-apple-tech-launch-and-foldable-iphone\/","title":{"rendered":"What to know about today&#8217;s 1 p.m. Apple tech launch and foldable iPhone"},"content":{"rendered":"<p> <script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<\/p>\n<div id=\"\">\n<p>Apple is set to unveil its latest iPhones today at its annual fall showcase, as <span class=\"link\"><a href=\"https:\/\/www.cbsnews.com\/news\/apple-event-foldable-iphone-john-ternus\/\" target=\"_blank\" data-invalid-url-rewritten-http=\"\">new CEO John Ternus<\/a><\/span> steps into the spotlight after succeeding longtime leader Tim Cook earlier this month.\u00a0<\/p>\n<h2>What time is the Apple event?\u00a0<\/h2>\n<p>The event, dubbed &#8220;Surprise and Shine&#8221; by Apple, will start at 1 p.m. ET at its Cupertino, California, headquarters.\u00a0<\/p>\n<p>The showcase can be streamed at Apple&#8217;s <a href=\"https:\/\/www.apple.com\/apple-events\/\" target=\"_blank\" rel=\"noopener\">events page<\/a>\u00a0or at the company&#8217;s <a href=\"https:\/\/www.youtube.com\/apple\" target=\"_blank\" rel=\"noopener\">YouTube page<\/a>.<\/p>\n<h2>What is Apple expected to announce?<\/h2>\n<p>The biggest new product debut is expected to be Apple&#8217;s first foldable iPhone, which could be dubbed the iPhone Ultra,\u00a0<a href=\"https:\/\/www.macrumors.com\/2026\/09\/08\/apple-event-week-iphone-18-pro-cheat-sheet\/\" target=\"_blank\" rel=\"noopener\">according\u00a0<\/a>to the trade publication MacRumors. The phone could carry a price tag of about $2,000, Bloomberg <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-09-09\/apple-event-details-2-000-iphone-duo-apple-watch-series-12-recording-feature\" target=\"_blank\" rel=\"noopener\">reported<\/a> on Wednesday.<\/p>\n<p>&#8220;We believe the foldable could be a major hit for Apple, and this is the right time to go after the new hardware chapter under Ternus,&#8221; Dan Ives, partner and analyst at Yorkville Ives &amp; Co., told CBS News. &#8220;Long overdue and the right timing to go after the golden installed base.&#8221;<\/p>\n<p>Apple is also set to unveil the iPhone 18, the latest iteration of its smartphone. Compared with earlier generations, the iPhone 18 will likely cost more due in part to a global memory chip shortage, according to tech analysts. The iPhone 17&#8217;s price ranges from $799 to $1,999, depending on the model.<\/p>\n<p>Investors are also eager to hear Apple&#8217;s plan for artificial intelligence, as the company is seen as a laggard compared with rivals such as Alphabet, Melissa Otto, head of research at S&amp;P Global Visible Alpha, told CBS News.<\/p>\n<p>Earlier this year, Apple unveiled\u00a0<a href=\"https:\/\/apnews.com\/article\/apple-siri-wwdc-iphone-aa25d07c06d366ec5b62643a1f5b0db9\" target=\"_blank\" rel=\"noopener\">AI advances<\/a>, including upgrades to its Siri assistant, emphasizing privacy and day-to-day use as the company tries to catch up with rivals in AI.<\/p>\n<h2>How important is the event for new CEO John Ternus?<\/h2>\n<p>The keynote address for Ternus will set the tone for his vision of Apple&#8217;s future, Forrester analyst Dipanjan Chatterjee said.\u00a0<\/p>\n<p>&#8220;John Ternus inherits perhaps the most successful consumer technology juggernaut in modern times. That is both a boon and a burden for him. Tim Cook&#8217;s perfected execution, scale, and monetization set a high bar, and Ternus must extend that run,&#8221; Chatterjee said.<\/p>\n<section class=\"content__body--footer\">\n<p class=\"content__meta--editors\">\n      Edited by<\/p>\n<p>                                  <a href=\"https:\/\/www.cbsnews.com\/team\/alain-sherter\/\" class=\"byline__author__link\" data-invalid-url-rewritten-http=\"\">Alain  Sherter<\/a>\n                      <\/p>\n<p class=\"content__meta--contributors\">\n<p>                      <span class=\"byline__author__text\">The Associated  Press<\/span><\/p>\n<p>        contributed to this report.\n    <\/p>\n<\/section>\n<p>  <!-- data-recirc-source=\"queryly\" --><\/p>\n<aside class=\"component list recirculation component--type-recirculation  \">\n<p><h3 class=\"component__title\">More from CBS News<\/h3>\n<\/p>\n<div class=\"component__item-recirc-block\">\n<p><h3 class=\"component__title\">Go deeper with The Free Press<\/h3>\n<\/p><\/div>\n<\/aside>\n<section class=\"content__body--footer\">\n      <!-- tags --><\/p>\n<section class=\"content__tags\">\n<p class=\"content__tags__label\">In:<\/p>\n<\/section>\n<\/section><\/div>\n<p><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-6606220950177433\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- ItShrt World News -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-6606220950177433\"\r\n     data-ad-slot=\"1882483372\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n<br \/>\n<br \/><a href=\"https:\/\/www.cbsnews.com\/news\/apple-event-today-foldable-iphone\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple is set to unveil its latest iPhones today at its annual fall showcase, as new CEO John Ternus steps<\/p>\n","protected":false},"author":1,"featured_media":98336,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[2401],"class_list":["post-98335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-money-watch","tag-apple"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What to know about today&#039;s 1 p.m. Apple tech launch and foldable iPhone - World News<\/title>\n<meta name=\"description\" content=\"The tech giant is expected to reveal its first foldable iPhone, as well as the iPhone 18 and upgrades to other devices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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