Apple will hold its fall event on September 9, 2025, in Cupertino, California, marking the first major product launch under its new CEO John Ternus. The event, titled « Surprise and Shine, » is expected to showcase the iPhone 18 Pro and iPhone 18 Pro Max, featuring the new A20 Pro chip and variable-aperture cameras. Apple may also unveil its first foldable iPhone, potentially named iPhone Ultra, a product category that Samsung, Google, and several Chinese manufacturers have been exploring for years. Tim Cook, who has led Apple since 2011, will pass the CEO torch to John Ternus on September 1 before becoming executive chairman. Due to new memory requirements tied to the A20 Pro chip and the engineering complexity of the foldable form factor, prices for these new devices are expected to rise.
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