Apple will hold its annual iPhone press conference on the morning of September 9th local time, and the market is widely concerned with whether it will officially launch its first foldable screen phone. This event is not only related to Apple's new generation of mobile phone product line but is also seen as an important milestone for its entry into the foldable screen market.

The official website and YouTube will broadcast live simultaneously.

This event, titled “Surprise and shine”, is scheduled to begin at 10 a.m. Pacific Time. Audiences can watch it through Apple’s official event website, or they can set up reminders on the live streaming page at YouTube.

Foldable screen iPhone or debut

According to TechCrunch, Apple's most anticipated new product this time might be the foldable screen iPhone Ultra. If this product is released, it will mean that Apple will officially complete its lineup of foldable screen phones years after Samsung entered this market.

In addition to the foldable screen models, Apple is expected to also launch the iPhone 18, Pro and iPhone 18 Pro Max. Reports mention that the rumored price for the foldable screen iPhone Ultra is around $2000, while the standard version iPhone 18 may not be released until next year.

Multiple supporting hardware components may also be updated at the same time.

In addition to smartphones, Apple may also release a new version of HomePod, AirPods with cameras, as well as a new model of Apple Watch, further expanding its hardware ecosystem.

This will also be the first time that John Ternus has presided over a major product launch event for the company since taking on the role of Apple's CEO. Previously, Tim Cook, who had long served as Apple's CEO, has stepped down from his position.