Apple has confirmed it will present its latest iPhone model on 9 September, with the tech world expecting the long-rumoured foldable device to be named 'iPhone Ultra'. The launch marks the Cupertino company's entry into a segment that Samsung has dominated for years, and it comes at a pivotal moment for the firm as it prepares for a leadership transition.
The iPhone Ultra is designed with two displays: a 19.8-centimetre internal screen that opens like a book, and a 13.5-centimetre external display for everyday use. It will also feature four cameras—two on the rear, one on the inside, and a front-facing selfie camera. The device is expected to run on Apple's new A20 Pro processor, which promises an 18% performance boost and 30% better energy efficiency compared to the A19 Pro chip that will power the upcoming iPhone 18 Pro and Pro Max models.
A new era for Apple's hardware
The September event will be the first public appearance of incoming CEO John Ternus, who takes over from Tim Cook on 1 September. Ternus, previously senior vice president of hardware engineering, will host the presentation—a symbolic passing of the torch that underscores the importance of this product launch for Apple's future.
Analysts are watching closely. The foldable phone market has been growing steadily, with Samsung leading the pack, while competitors like Huawei, Google, and Motorola offer their own alternatives. Apple's entry is expected to shake up the sector, leveraging its experience with multi-window software and large-screen interfaces from the iPad.
According to market intelligence firm International Data Corporation (IDC), Apple could sell more than 10 million units in the first year. Pricing is set to start at €2,200 for the base model, rising to between €2,600 and €3,000 for higher-storage versions. That places the iPhone Ultra firmly in the premium segment, competing directly with Samsung's Galaxy Z Fold series.
Design details and market impact
Leaked images of screen protectors earlier this year hinted at an unusual design feature: asymmetrical corners, with right-angle corners on the left and curved corners on the right. While Apple has not confirmed this, it suggests the company is experimenting with form factors that differentiate its foldable from rivals.
The launch also has implications beyond the tech sector. As Europe's autumn travel season picks up—Spain leads the pack as September becomes Europe's new peak season—the iPhone Ultra could become a sought-after gadget for travellers, with its large internal screen ideal for maps, media, and productivity on the go.
For European consumers, the price point will be a key consideration. At €2,200, the iPhone Ultra is a significant investment, but Apple's brand loyalty and ecosystem lock-in may drive demand. The company's ability to integrate the device with its services—from iCloud to Apple Music—could give it an edge over Android-based rivals.
The event on 9 September is not just about a new phone; it's a statement of intent. Apple is betting that the foldable form factor will become mainstream, and it is positioning itself to lead that transition. With John Ternus at the helm, the company is signalling continuity and innovation, even as it navigates a changing global market.
As the launch approaches, expect more details to emerge. But one thing is clear: the iPhone Ultra is set to be one of the most significant product releases of the year, and its impact will be felt across Europe's tech and business landscape.
