Apple September 9 Event Expected to Reveal First Foldable iPhone

Apple is set to host a live event on September 9, where the company is widely expected to unveil its first foldable smartphone, the iPhone Ultra [1, 3]. The launch marks a significant shift for the tech giant, which is entering the foldable market seven years after competitors first introduced similar hardware [3].

The Foldable Strategy

The upcoming iPhone Ultra represents Apple’s attempt to capture a new segment of the premium smartphone market. While Apple has maintained a strong sales presence—securing five of the world’s 10 best-selling smartphone spots during the second quarter of 2026—the foldable category has remained a notable absence in its lineup [3]. Market analysts at IDC have expressed a bullish outlook on the device’s potential performance during its first year of availability [3].

The company’s marketing for the event, tagged "Surprise and shine," has fueled speculation regarding the device's features. In China, localized versions of the event tagline have led to reports of a hidden "foldable" reference, heightening anticipation in a key market where Apple faces intense competition [3]. While rumors regarding the device's color options have circulated—including conflicting reports about a potential red variant—the company has not confirmed specific hardware details [3].

Supply Chain and Labor Oversight

As Apple prepares for this product cycle, it continues to face scrutiny regarding its manufacturing practices. The company recently introduced a new human rights policy aimed at its supply chain, which mandates a 60-hour maximum workweek and requires at least one day off per week for workers [2]. This policy follows years of criticism from organizations like China Labor Watch, which has published 15 reports detailing labor abuses at Apple’s supplier facilities over the last nine years [2].

Critics, including labor rights advocates and academics, have characterized the new policy as a symbolic move that lacks an implementation mechanism or public accountability [2]. The policy explicitly states that Apple will respect national laws in the countries where it operates, even when those laws conflict with international human rights principles, a stance that some experts argue limits the company's ability to drive meaningful change [2].

What to watch

• September 9 Event: The official unveiling of the iPhone Ultra and any accompanying hardware or software announcements [1, 3].
• Implementation Metrics: Whether Apple provides specific roadmaps or independent monitoring agencies to enforce its new supplier code of conduct [2].
• Market Adoption: How the foldable iPhone’s sales volume compares to the bullish projections set by IDC during the device's first year on the market [3].

The success of the iPhone Ultra will test whether Apple can overcome its late entry into the foldable space to maintain its dominance in the premium smartphone sector. Simultaneously, the company faces the ongoing challenge of reconciling its stated human rights commitments with the realities of its global manufacturing footprint.