Apple sets September 9 for unveiling new phones... anticipation for first foldable iPhone

“Caviar” opens pre-orders for a luxury version of the anticipated phone, priced at nearly $19,000

Apple has set September 9 as the date for its next major event, amid expectations that it will unveil the latest iPhone lineup and potentially introduce its first foldable phone in the company’s history—a move that could mark a significant entry into a market currently dominated by competitors.

According to Reuters, Greg Joswiak, a senior Apple executive, announced the event date. Analysts suggest that the foldable phone could represent a crucial milestone for the company, particularly given expectations that it will be launched at a high price point, potentially boosting the average selling price of iPhones and supporting profit margins.

Apple has not yet officially announced a foldable phone, its name, or its specifications. Therefore, circulating details about the device remain speculative and based on leaks until an official reveal.

The September 9 event will be the first major product launch under the leadership of John Ternus, who will assume the role of Apple’s Chief Executive Officer starting September 1, 2026, succeeding Tim Cook, who will transition to Executive Chairman, according to a previous official company announcement.

About two weeks before the event, Caviar, a company specializing in luxury phone modifications, began offering customized versions of Apple’s anticipated foldable phone, which it refers to as the “iPhone Ultra,” and opened pre-orders for several designs.

Caviar’s website showcases a version named “Liquid Metal,” priced at $18,840, featuring a sterling silver chassis. The company states that prices for its customized “iPhone Ultra” versions start at approximately $12,130.

Caviar has also published images and a video of what it describes as a realistic design of the foldable phone ahead of Apple’s official announcement. However, these materials are from Caviar and not official images from Apple, which has not yet revealed the device’s final form or name.

Interest in the foldable phone comes as markets await to see whether Apple will enter this sector for the first time, a move that could provide the company with a new product in the premium segment and add another growth avenue for iPhone sales.