Tech enthusiasts around the world are getting ready for Wednesday, Sept. 9, when Apple hosts its main product announcement event at 1 p.m. ET. Viewers can easily watch from home on the companies platform or through the Apple TV app. The highly anticipated showcase comes shortly after executive John Ternus officially assumed the position of CEO on Sept. 1, following Tim Cook’s departure announcement earlier in April.

While the tech giant usually keeps upcoming details hidden, industry experts are buzzing about a potential foldable smartphone called the iPhone Ultra. Reports suggest this unique model could open like a book to reveal a sprawling 7.7- to 7.8-inch inner display alongside a 5.3- to 5.5-inch outer screen. However, rumors indicate the thin folding structure might come with trade-offs like missing Face ID and limited wireless charging. Alongside this foldable concept, analysts expect updates across the classic lineup, including the iPhone 18 Pro, Apple Watch Series 12, AirPods 5, and a new iPad-like Home Hub designed for smart home controls.

Ahead of the main event, Apple revealed its updated Mac mini on Aug. 25, featuring powerful M6 or M5 Pro chips, heightened graphics, and integrated Apple Intelligence. Orders for the desktop are open now, and customers can buy them in stores starting Sept. 22.

In terms of technical bottlenecks solved, engineering a foldable screen without compromising thinness requires overcoming structural and component limits. To fit four cameras into a super-thin folding shell, designers had to compromise on bulky telephoto lenses and traditional MagSafe copper coils, sacrificing internal space to ensure the hinge remains ultra-thin and functional.

Regarding capital and market impact, introducing an Ultra tier allows Apple to capture higher-margin market segments while signaling a shift into premium flexible displays. Pre-releasing hardware like the Mac mini helps keep event messaging focused on mobile innovations, protecting hardware revenues as the executive leadership transitions to new CEO John Ternus.