John Ternus, Apple’s CEO for exactly eight days, described the September 9 launch as « huge and phenomenal ». The event, branded Surprise and Shine, is expected to feature a foldable iPhone potentially called the iPhone Ultra, alongside iPhone 18 Pro models. Tim Cook has transitioned to the role of executive chairman. Delaying standard iPhone 18 models until 2027 could pose risks for sales volume, as these devices traditionally serve as the volume driver for the lineup.
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