Apple CEO John Ternus posted a mysterious teaser video on X ahead of the September 9, Surprise and shine
event, signaling the debut of a rumored variable aperture camera on the iPhone 18 Pro and marking his first major product launch since taking the top job.
The transition at the top of Apple marks the start of a new chapter for the Cupertino company. Former chief executive Tim Cook moved to the role of executive chairman on September 1, leaving John Ternus to oversee his first product presentation during today’s streamed presentation. Ternus has served as a familiar face during past hardware introductions, but Wednesday’s showcase acts as his debut in the driver’s seat.
John Ternus Teases Variable Aperture Camera for iPhone 18 Pro
Hours before taking the stage, Ternus published a short clip on social media that focused on the corner of an unreleased hardware device, widely believed to be the iPhone 18 Pro. The footage points directly to a long-rumored variable aperture camera feature designed to let users manually adjust the amount of light entering the lens. Industry observers note that the Pro and Pro Max models will likely house Apple’s next-generation A20 Pro chip, manufactured using an advanced 2-nanometer process.
At the same time, Apple is shaking up its traditional release calendar. Rather than dropping an entire phone lineup at once, the company is reportedly holding back the standard iPhone 18, along with new iterations of the iPhone Air and iPhone 18e, for a spring 2027 debut. That strategic split leaves the September stage clear for top-tier devices during the critical holiday shopping window, though rising memory costs driven by broader AI infrastructure demand are putting pressure on component pricing.
The Long Road to Apple’s First Foldable Phone
The marquee attraction of the day is Apple’s first foldable phone, a project that carries internal codename V68 and has occasionally been discussed as the iPhone Ultra. The device represents the biggest single design change in the iPhone’s nearly 20-year history.
The push for a folding handset gained momentum around 2020, when Cook returned from an Asian trip unusually energized by folding devices built by regional competitors like Samsung Electronics and Huawei Technologies. Core technology teams had already studied flexible displays for years prior to the 2019 launch of the original Galaxy Fold, but Cook’s enthusiasm moved the work from background research to a front-burner hardware priority.
Early development concepts experimented with an iPad mini-sized tablet that could fold open, but the vision eventually shifted to a mainstream smartphone format. The incoming device features a book-style layout with an external screen measuring roughly 5.3 inches and a sprawling 7.8-inch internal display when opened. That internal panel is noticeably wider than many competing Android options, mirroring the wider aspect ratio Google utilized for its initial Pixel Fold before shifting design direction.
Sticker Shock and Pricing Pressures for the New Foldable
Pricing for Apple’s folding entry has been a subject of intense internal debate. While developers initially targeted an entry point just under the $2,000 threshold at $1,999, ongoing memory shortages have pushed past initial cost goals. Current estimates place the phone between $2,000 and $2,500, with some configurations approaching $3,000 for high-capacity storage tiers.
By comparison, competing Android foldables from Samsung and Alphabet’s Google start around $1,899, while standard Apple Pro models already edge close to $2,000 when maxed out on storage. To soften the blow for consumers facing potential price shock, Apple plans to lean on carrier installment plans, trade-in promotions, and the recently introduced Apple Upgrade subscription program.
Wearables and Accessories Fill Out the Fall Showcase
Apple is pairing its hardware announcements with updates across its wearables ecosystem. The Apple Watch Series 12 and Apple Watch Ultra 4 are expected to make their debut, focusing on internal processor upgrades, battery life enhancements, and expanded fitness tracking rather than any radical overhaul. Rumors also point to a potential ceramic finish option for the Series 12.
Meanwhile, new AirPods 5 may also join the lineup, featuring variants with and without active noise cancellation. While speculation has touched on future camera-equipped earbuds tied to visual intelligence features, those accessories are expected to arrive at a later date, leaving Ternus to steer a launch event dominated by the company’s boldest hardware gambles in years.
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