Apple’s upcoming product event: Is it time to upgrade?

Apple Inc.'s (NASDAQ: AAPL) upcoming September 9 event will be John Ternus’s first big hardware event and an opportunity for the market to see how he may put his thumbprint on the company. Last year’s event was widely viewed as underwhelming, because there was little emphasis on AI and how the company may start to leverage its AI capabilities to drive innovation and stickiness in its ecosystem. This gap left many investors wondering what Apple’s role will be in the new AI world and what may be next for the company. Under Ternus’s new leadership, the market is likely to be looking for clear indications about Apple’s AI direction and how that may trickle into hardware upgrades and broader services adoption.

A foldable iPhone?

Source: Apple (Sep. 4, 2026)

Apple is expected to release the new iPhone 18 with an enhanced Siri capability. In addition, the company is projected to showcase its first foldable phone. A foldable phone may serve as a catalyst for broader adoption of its higher margin services, as a larger screen option may be a key factor for some users. Based on Visible Alpha consensus, Apple is expected to sell 259 million iPhone units next fiscal year, flat year-over-year. Foldable phones at competitors are priced higher than current iPhones. For example, Samsung’s foldable phone ranges from $1,899 to $2,999, compared to $989 to $1199 for an iPhone 17. Will a foldable model enable iPhone to raise prices on next generation models, or will they keep prices in line to grab to try to grab share?

Last year, promotional trade-ins at carriers for 13-series and above offered $1100 in credit (offsetting monthly payments, not lump sum). Coming into the important fall Back to School and holiday seasons, will these promotions reappear to entice users to upgrade? In Q4 2026, Apple is expected to generate $55.5 billion in iPhone revenue and $274.2 billion next year. Expectations for both the upcoming quarter and next fiscal year have been increasing steadily since last year, suggesting the market is pricing in users upgrading to next generation iPhones.

The event is also expected to feature updates to air pods and the apple watch. The wearables segment is projected to generate $36.2 billion in sales this fiscal year and $37.9 billion next year. Expectations for Services revenue in the upcoming Q4 2026 and in FY 2027 have declined since last quarter. Will these accessories, along with iPhone upgrades, help to drive higher sales and profitability longer-term through increased usage of services?

This article was published by S&P Global Market Intelligence and not by S&P Global Ratings, which is a separately managed division of S&P Global.