Apple Inc.Expected unveiling of first foldable iPhone, a major product launch.

Apple has scheduled its next product launch event for September 9, dubbed "Surprise and Shine," where it is expected to unveil the iPhone 18 Pro and Pro Max, and possibly its first foldable iPhone, the iPhone Ultra. The foldable, a book-style design with a 5.5-inch closed and 7.6-inch open display, would mark Apple's entry into a category where Samsung leads, with global foldable shipments forecast to grow 12.6% this year. Morgan Stanley analyst Erik Woodring calls this launch Apple's "most consequential" since the iPhone X, estimating the foldable could contribute $14 billion in December-quarter revenue, with production reaching up to 20 million units in the first cycle. This event is also the first for new CEO John Ternus, who took over from Tim Cook on September 1. Apple stock trades at 37.1 times forward earnings, with a consensus "Moderate Buy" rating and an average price target of $328.70, while the Street-high target of $400 implies a potential 22% upside.
Apple Inc.Expected unveiling of first foldable iPhone, a major product launch.
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