Apple is preparing to unveil its latest iPhone lineup on Wednesday, September 9, in an event that could have implications well beyond the company’s hardware business. Investors will be watching whether the new devices can support another strong iPhone cycle while Apple seeks to strengthen its position in artificial intelligence and potentially enter the rapidly expanding foldable smartphone market.

Foldable iPhone Could Reshape Apple’s Premium Strategy

The most significant expected addition is Apple’s entry into the foldable smartphone market, where Samsung has established an early lead. Apple is reportedly preparing a premium foldable iPhone that could cost more than $2,500, placing it well above the company’s existing flagship models and targeting consumers willing to pay for a new form factor.

The device is expected to feature a large internal display comparable in size to an iPad mini. Apple is also expected to emphasize durability and a less visible screen crease, two areas that have remained important considerations for consumers evaluating foldable devices. If Apple succeeds in establishing a meaningful presence in the category, analysts have projected that the foldable product could generate more than $45 billion in revenue by the end of 2027.

AI and Siri Remain Critical to the Growth Story

The product launch comes as the technology industry accelerates its shift toward generative artificial intelligence. Apple has introduced a redesigned Siri through Apple Intelligence, but the company remains under pressure to close the gap with competitors such as Google and OpenAI.

The new iPhone generation therefore will be assessed not only on processors, cameras and design, but also on how effectively Apple integrates AI into its ecosystem. A more capable Siri could increase the value of Apple’s enormous installed device base and encourage users to upgrade, while delays in deploying advanced features could weaken that advantage. Regulatory and technical hurdles in Europe and China could also delay certain Siri capabilities until 2028.

Strong Financial Results Set a High Bar

Apple enters the launch with considerable financial momentum. In the fiscal third quarter ended June 27, 2026, revenue reached $109.4 billion, up 16% from a year earlier. Diluted earnings per share increased 29% to $2.02, while revenue from the iPhone, Mac and Services businesses each reached June-quarter records.

Gross margin stood at 50.1%, although roughly 2 percentage points of the margin reflected the favorable impact of tariff refunds. The results demonstrate continued financial strength, but expectations are correspondingly high. Investors will be looking for evidence that the new iPhone cycle can sustain growth while Apple manages component costs, trade pressures and intense competition across the global smartphone market.

The event also comes shortly after a major leadership transition. John Ternus became Apple’s CEO on September 1, replacing Tim Cook and beginning a new phase for the company. Apple shares fell 1.2% on Tuesday ahead of the event, reflecting investor positioning before the announcements.

The immediate focus will be on the new iPhone lineup, pricing, availability and the commercial potential of a foldable model. Beyond the launch, investors will be monitoring Apple’s AI roadmap and whether new hardware and software capabilities can translate into stronger upgrade demand, higher average selling prices and sustained growth. The outcome could shape expectations for Apple’s next product cycle and its competitive position across the global technology industry.