Apple's September 10 Event: First Foldable iPhone Ultra Leads Wave of New Products
AM730 · 4 SOURCESabout 1 hour ago2 MIN
Summary
Apple officially announced a special event on September 10 at 1am Hong Kong time (Pacific Time September 9 at 10am), using the tagline "Surprise and shine" with a blue sky and apple logo design . The event marks the beginning of a new leadership era, as new CEO John Ternus takes over from departing Tim Cook on September 1 . The company is expected to launch multiple new products, headlined by its first foldable iPhone called the iPhone Ultra, alongside the iPhone 18 Pro and iPhone 18 Pro Max with significant spec upgrades .
Key Points
- iPhone 18 Pro features the A20 Pro chip, smaller Dynamic Island, simplified camera control button, and a new Dark Cherry color option
- iPhone 18 Pro Max shares upgrades with the Pro model but includes a larger battery and variable aperture lens, resulting in a slightly thicker body
- iPhone Ultra is Apple's first foldable device with a 7.7-inch inner display, 5.3-inch cover screen, dual rear cameras, and Touch ID integrated into the power button
- Apple Watch Series 12 brings the faster S11 chip, improved battery life, upgraded fitness tracking, and new ceramic body options
- AirPods 5 launches in two versions: an active noise cancellation model and a standard version, expanding Apple's audio product lineup
Why It Matters
The launch of the iPhone Ultra marks Apple's entry into the foldable smartphone market, directly competing with Samsung and other manufacturers who have dominated this segment . Hong Kong consumers, known for early adoption of premium technology, will likely have access to these new products shortly after launch, with local carriers expected to offer trade-in and installment plans for the flagship devices .
The launch of the iPhone Ultra marks Apple's entry into the foldable smartphone market, directly competing with Samsung and other manufacturers who have dominated this segment . Hong Kong consumers, known for early adoption of premium technology, will likely have access to these new products shortly after launch, with local carriers expected to offer trade-in and installment plans for the flagship devices .