Apple has taken its online store offline ahead of today’s September event, where CEO John Ternus will debut the foldable iPhone Duo, iPhone 18 Pro, and new wearables.

Key Points

• Apple is launching the foldable iPhone Duo, featuring a 7.8-inch inner display and a custom-designed hinge to minimize screen creasing.
• The iPhone 18 Pro and Pro Max will introduce new processors, an improved camera system, a cherry red color, and a narrower Dynamic Island.
• Starting prices for the iPhone 18 Pro lineup are expected to increase by approximately $100.
• The event includes the unveiling of Apple Watch Series 12 and Ultra 4, which feature new AI-driven health tracking and daily recap capabilities.
• Apple is shifting its release schedule, moving the launch of entry-level iPhone models to the spring instead of the traditional fall window.
• Fifth-generation AirPods are also expected to be announced during the presentation at Apple’s Cupertino headquarters.

Why it Matters

This event marks a significant strategic shift for Apple under new CEO John Ternus, particularly with the introduction of the company's first foldable device. By adjusting the release cycle for entry-level phones and expanding into the foldable market, Apple is attempting to maintain its premium positioning while diversifying its hardware ecosystem.