John Ternus's Baptism by Fire : Apple Is Set to Unveil the iPhone 18 Pro and a Highly Anticipated Foldable Model

 

September 9, 2026, will mark a major turning point for Apple. During its traditional fall keynote, the Cupertino-based company will not only unveil its new iPhone 18 Pro models but will also usher in a new era of leadership. For the first time, this major product event will be led by John Ternus, Apple’s new CEO. Succeeding Tim Cook—who will retain the title of executive chairman after a fifteen-year reign—the former head of hardware engineering inherits a tech empire with unchallenged dominance. His immediate challenge: justifying the new features and pricing of this new generation to make his mark.

The iPhone Ultra: The Foldable Revolution on the Horizon

Should we wait for this new generation? The answer may well lie in the rumor sweeping the industry: the potential announcement of the “iPhone Ultra.” This model, which would be Apple’s first foldable smartphone, would represent the most radical change in form factor since the launch of the very first iPhone in 2007.

Arriving seven years after Samsung’s Galaxy Fold, Apple would thus join Huawei, Xiaomi, and others in a market segment that is still in its infancy (less than 3% of global shipments by the end of 2025). However, according to Counterpoint Research, shipments of foldable smartphones are expected to surge by 21% in 2026. Apple’s entry into the fray could be the catalyst needed to bring this format to the masses. The challenge for John Ternus will be colossal: he’ll have to prove that this iPhone Ultra is more than just a technological showcase, especially given a price tag that’s likely to be the subject of much discussion. Current estimates put the price of this high-end model between $2,000 and $2,500.

iPhone 18 Pro and Pro Max: Power Under the Hood and Higher Prices

    For those wondering what the standard models will look like, the iPhone 18 Pro and 18 Pro Max will retain a design that’s largely similar to the previous generation. The aesthetic updates will focus on a refined Dynamic Island and new color options, including a dark red, a light blue, and a silver finish.

The real evolution will take place on the inside. These models will feature the new A20 Pro chip, manufactured on a 2-nm process, promising increased performance and better energy efficiency (supported by a larger battery). Apple may also introduce its own modem, the C2. On the photography front, a major upgrade is expected: the integration of a variable aperture on the main camera, a feature that may, however, be reserved for the larger Pro Max model.

That leaves the thorny issue of price. If the iPhone 17 Pro started at €1,329 and the 17 Pro Max at €1,479, expect to dig deeper into your wallet for the 18 series. Rumors suggest price increases of several hundred euros depending on the model and storage options.

Between the bold move of a potentially overpriced foldable model and the incremental improvements to the Pro lineup, September 9 promises to set the definitive tone for John Ternus’s tenure.