Apple sets Sept 9 launch event, likely to unveil foldable iPhone Ultra

Aanchal Sugandh Sat, August 29, 2026 at 6:30 AM PDT · 5 min read

• AAPL

Apple (AAPL) has officially set Wednesday, September 9, as the date for its next major launch event. The event will take place at the Steve Jobs Theater in Apple Park, Cupertino, California, at 1 p.m. EST. The company has given the event the tagline "Surprise and Shine," hinting at what could be a particularly noteworthy product reveal.

While the spotlight is expected to fall on Apple's newest iPhone series, the company may have an even bigger surprise in store. Apple could finally unveil its long-awaited foldable phone, rumored to be called the iPhone Ultra.

Such a launch would mark a major milestone for Apple. Analysts expect high-end foldable devices to drive selling prices higher while providing the company with another avenue for margin growth.

The timing of the event is especially significant because incoming Apple CEO John Ternus will make his first major public appearance in the role. Ternus, Apple's longtime hardware chief, will officially take the helm on Tuesday, September 1, as Tim Cook transitions to executive chairman.

Apple may have a substantial lineup ready for the big day. The company is expected to launch as many as eight different devices, ranging from the anticipated new iPhones and upgraded Apple Watches to several products focused on the smart home market. The foldable iPhone could be the biggest talking point, especially with research firm IDC forecasting that Apple will ship more than 17 million foldable iPhones by 2027.

IDC also expects global foldable phone shipments to grow 12.6% this year, giving Apple ample opportunity to enter a category that is gaining momentum. With September 9 approaching, here is a closer look at Apple stock ahead of the event.

About Apple Stock

Headquartered in Cupertino, California, Apple has built a vast business centered on a highly integrated ecosystem of premium hardware, software, and digital services. Valued at approximately $4.58 trillion, the company designs, manufactures, and sells a diverse product range including the iPhone, Mac, iPad, Apple Watch, AirPods, and Vision Pro.

Apple's product lineup supports its software platforms and services, driving customer retention within its ecosystem. This synergy has helped Apple convert customer loyalty into consistent financial performance, earning positive returns from investors. Unsurprisingly, AAPL stock has gained 36.5% over the last 52 weeks and climbed 15.7% year-to-date (YTD).

However, the strong run comes with a premium. AAPL stock is currently trading at 35.52 times forward adjusted price-to-earnings and 9.58 times sales. Both figures sit above industry averages and exceed their own five-year historical multiples.

Apple has also maintained its appeal to shareholders through its dividend policy, marking 13 years of consecutive increases. The current dividend stands at $1.08 per share annually, offering a yield of 0.35%. The latest dividend payment of $0.27 per share was distributed on August 13 to shareholders of record as of August 10.

Apple Surpasses Q3 Earnings

On July 30, Apple reported Q3 FY2026 results that beat Wall Street expectations on both revenue and earnings. Revenue jumped 16.4% year-over-year (YoY) to $109.4 billion, topping the $108.65 billion estimate, while adjusted EPS reached $1.91 against the Street's forecast of $1.89.

The iPhone once again drove the strongest performance. Revenue surged 21.7% YoY to $54.7 billion, fueled by strong demand for the iPhone 17 lineup. Mac also delivered a pleasant surprise, with revenue reaching $10.4 billion compared to the $8.74 billion forecast.

Services continued to grow, although the segment missed expectations. Revenue increased to $30.7 billion from $27.4 billion in the year-ago quarter, but fell short of the $31.22 billion estimate. The iPad faced an even greater challenge, with results trailing analyst projections.

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