John Ternus will host Apple's event this Wednesday to launch the iPhone Ultra, which represents the company's first foldable device. This conference marks Ternus's debut leading one of the brand's most important hardware events.
The market is eagerly awaiting innovations, and Ternus has the task of demonstrating that the Apple brand continues to set trends in design while accelerating its development in artificial intelligence.
Launch Highlights
The main focus of the presentation is the iPhone Ultra, a model designed to compete in the foldable device segment. This device will have a passport-like opening format, featuring an internal screen of up to 7.8 inches and a mechanism designed to minimize the panel crease. There are also considerations regarding the use of a liquid metal structure for the hinge.
This technological advancement will come at a high cost; the device is estimated to cost between US$ 2,000 and US$ 2,500 (equivalent to about R$ 10,260 to R$ 12,825). Despite the high price and the possibility that the cameras may not be category leaders, the premium appeal should drive demand.
At the same event, the company is expected to present the iPhone 18 Pro and Pro Max, both equipped with the A20 chip, manufactured using a 2-nanometer process. The iPhone 18 and 18 Plus models may be postponed until 2027.
Improvements also cover software. Siri has received a significant overhaul, incorporating Google's artificial intelligence technology behind the scenes, in an attempt to match competitors like Gemini.
Regulatory Challenges and Outlook
For the tool to function effectively, it will be crucial to convince both users and developers that Apple is keeping pace with the market. However, global expansion faces regulatory barriers. According to Reuters, the update may take until 2028 to receive approval in China and will not initially be available in Europe due to a regulatory dispute.
The presentation may also bring news for other items in the ecosystem. Even with a price of US$ 2,500, Apple's foldable device is expected to sell out quickly in stores, given Apple's great skill in creating an image of exclusivity, luxury, and scarcity.
Anshel Sag, an analyst at Moor Insights & Strategy, believes that the late entry into the market could benefit Apple because 'they saw what worked and what didn't work with their competitors.'
The event is scheduled for this Wednesday at 2 PM Brasília time, with live streaming on YouTube. The presentation will feature Apple's first foldable, the new line of Pro iPhones, and the company's next steps in artificial intelligence.