Apple Inc (NASDAQ:AAPL, XETRA:APC) is hosting its "surprise and shine" event today, where it is widely expected to unveil its first foldable device, the iPhone Ultra.
The event begins at 18:00 BST at the Steve Jobs Theater in Cupertino, and will stream live on Apple's website and YouTube channel.
Rival firms including Samsung and Google have already released multiple generations of foldable phones, putting pressure on Apple to justify its delayed entry into the category.
Expectations will be "sky high" for the event, according to Wall Street and Silicon Valley experts.
What the foldable might look like
Industry watchers expect the iPhone Ultra to share a similar form factor to Samsung's Galaxy Z Fold8, with a 5.3 inch outer display and a larger 7.7 inch inner screen.
Bloomberg's Mark Gurman has reported that the device will miss out on a telephoto lens found on most premium smartphones, though it may include a nearly creaseless folding display with improved durability.
The phone is expected to launch in just two colours, black and white, with a starting price above $2,000.
A launch without Tim Cook
The event marks the first Apple product launch overseen by new chief executive John Ternus, who took over from Tim Cook a week ago after 15 years at the helm.
Rebecca Crook, chief executive of MSQDX, said the event is significant both for the foldable's debut and because it is the first time in over a decade that Cook will not be the one presenting Apple's new products.
The rest of the lineup
Beyond the foldable, Apple is also expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max, likely featuring an under-display Face ID sensor and a variable aperture telephoto camera.
New AirPods 5 models are also anticipated, though camera-equipped headphones spotted in a leaked software build are not expected to launch until 2027.
The Apple Watch Series 12 and Apple Watch Ultra 4 are also tipped for release, alongside a possible second-generation HomePod Mini built to support upgraded Siri and Apple Intelligence features.
What won't be there
Apple is expected to delay its entry-level, non-Pro iPhone 18 until next year, meaning shoppers hoping for a cheaper option will need to wait.
With a foldable debut, a leadership handover and a wide product refresh all landing at once, tonight's event is shaping up to be one of the company's most closely watched in years.
