Apple CEO Ternus reportedly calls September 9 iPhone Ultra event "phenomenal" in internal memo
The "Surprise and shine" event will unveil several Apple devices including the iPhone 18 Pro and iPhone 18 Pro Max.
Apple CEO calls September 9 event "phenomenal" | Image by PhoneArena
New Apple CEO John Ternus replaced Tim Cook as Apple CEO yesterday. According to a post on Threads made by a legal expert named Srdan Kisic, Ternus has reportedly released an internal memo to Apple employees about Apple's new product event that will be held one week from today, September 9. The "Surprise and shine" event, as Apple is calling it, will take place starting at 10 AM PDT/1 PM EDT.
An internal memo from new Apple CEO John Ternus calls the September 9 event "phenomenal"
The memo from Apple's new CEO supposedly teases the event by discussing a "huge event that's going to be phenomenal." If you've ever rewatched Steve Jobs' January 9, 2007 unveilng of the original iPhone (which I admit I have done several times), by the end of the event you realize that Jobs just taught a masterclass on how to introduce a revolutionary new product.
Post on social media discusses Ternus' comment about the September 9 event. | Image by Threads
The hype over next week's "Surprise and shine" event might also be due to a single new product that might be revolutionary in its own way. No, it is not the latest iteration of Apple's cleaning cloth, which, at $9, is $10 cheaper than the original model. Actually, what is driving the hype for September 9 is the expected introduction (at last) of the first foldable iPhone.
Suppliers were told to prepare for the production of 10 million foldable iPhone units
Apple had suppliers prepare for the production of 10 million units of the first foldable iPhone in 2026. During its first year, Apple is forecast to wind up with 25% of the global foldable phone market. That would put Apple in a position it has been in quite often when it comes to the smartphone market: in second place looking up at Samsung. Earlier this summer Sammy released the Galaxy Z Fold 8, Galaxy Z Fold 8 Ultra, and the Galaxy Z Flip 8.
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Apple's first foldable iPhone could cause a surge in the global foldable market
The iPhone Ultra is also expected to help the global foldable smartphone market ship 20% to 30% more units in 2026 compared to last year. While Ternus' memo seems to confirm that the iPhone Ultra will be introduced on September 9 alongside the iPhone 18 Pro and iPhone 18 Pro Max, there is a question about when the device will actually be released.
Expected iPhone Ultra pre-order and release dates
Bloomberg's Mark Gurman and TF International analyst Ming-Chi Kuo both see Apple unveiling its foldable phone on September 9th with pre-orders starting on Saturday, September 12. But the pair split when it comes to the iPhone Ultra's release date. Gurman says that the foldable will be released on September 18, while Kuo says that Apple might have to delay shipping the device until October or November in order to make sure that it had produced enough units to meet the initial demand.
Which device are you most looking forward to seeing on September 9?
4 Votes
This is what Apple did with the iPhone X in 2017. It introduced the iPhone X alongside the iPhone 8 and iPhone 8 Plus on September 12, 2017. The iPhone 8 line was released on September 22, 2017, while the iPhone X shipped on November 3.
With a "phenomenal" event coming a week from today, you might want to know where to watch the unveiling. It will be streamed via Apple's official website, the Apple TV app, or Apple's YouTube channel.
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