Apple's highly anticipated "Surprise and Shine" event is scheduled to commence at 10 a.m. PT / 1 p.m. ET, with a live stream available on the company's website and YouTube channel. The event is widely expected to feature the announcement of the latest iPhone and Apple Watch models, and potentially new AirPods.
The iPhone 18 and 18 Pro are considered near-certainties for the announcement. Adding to the excitement, persistent rumors suggest this event could finally mark the reveal of Apple's long-rumored foldable iPhone. This occasion is particularly significant as it will be the first Apple event led by the company's new CEO, John Ternus, a milestone that may be accompanied by a major product unveiling to signify the beginning of his tenure.
Should a foldable 'iPhone Ultra' materialize, it is projected to carry a substantial price tag. The current market for foldable phones indicates a significant price premium over traditional slab smartphones. Apple, known for its premium pricing on new technologies, as seen with the Apple Vision Pro, is likely to follow a similar strategy.
Price increases may not be confined to a foldable model. While Apple has so far managed to avoid raising iPhone prices, despite industry-wide pressures on component costs like RAM, a price hike for the iPhone 18 Pro is a possibility. It could potentially reach $1,399, a $200 increase over the previous year's iPhone 17 Pro.
These details remain speculative until Apple officially presents its new devices. The company's announcements at the "Surprise and Shine" event will ultimately determine the iPhone models that will be available to consumers for the upcoming year.