Apple shares were trading about 1% lower at $313 on Nasdaq in Wednesday’s trade, September 9, as investors turned their attention to the company’s “Surprise and Shine” event, where Apple is expected to unveil its first foldable iPhone alongside the iPhone 18 Pro and iPhone 18 Pro Max.
The event, the first major product launch with new CEO John Ternus at the helm, is expected to mark one of the biggest changes to Apple’s flagship product since the company removed the physical home button with the iPhone X in 2017.
At Wednesday’s event, Apple is expected to refresh its premium iPhone Pro and Pro Max models while holding off on updates to the iPhone Air and base and budget models until spring 2027. The shift could also mark a significant change in Apple’s annual product-release schedule.
The changes are expected to build anticipation for the main attraction of the event: Apple’s first foldable iPhone. Analysts expect the company to unveil a device at its Cupertino, California, headquarters that folds open like a passport.
The device has been referred to in reports as the iPhone Ultra or iPhone Duo, although its final commercial name remains unconfirmed.