Apple Stock: September Surprise Could Be Bigger Than a New iPhone

Like every year, Apple (AAPL) has officially scheduled its next product launch event for Sept. 9, naming it "Surprise and Shine." While the company hasn't officially disclosed exactly what it will unveil, the tagline is enough to create curiosity. According to reports, besides the new iPhone 18 Pro and iPhone 18 Pro Max, Apple's first foldable iPhone is rumored to be the main attraction.

Apple has struggled to keep pace with rivals in the artificial intelligence (AI) race. While the surprise may not be any hidden product, investors await to see any major upgrades to Apple's products under the leadership of new CEO John Ternus. Apple stock has had a strong run this year, climbing almost 21% year-to-date (YTD), outperforming the broader market. Let's find out whether it is a good time to buy AAPL stock before the event.

Sept. 9 Is Shaping Up to Be a Major Apple Moment

The September launch event is focused on the iPhone 18 Pro family. These Pro models are expected to use Apple's new A20 Pro chip, reportedly built using a 2-nanometer process. Furthermore, speculations suggest that these models will be launched with new colors and a redesigned camera system, including a variable-aperture main camera. These do not appear to be revolutionary changes. However, put together, they might make the fresh Pro models a more compelling upgrade for Apple's high-end consumer base.

That said, the main highlight of the event may be Apple unveiling its first foldable iPhone, which would potentially be called the iPhone Ultra. The design is expected to be a book-style foldable measuring around 5.5 inches when closed and roughly 7.6 inches when opened. This matters because Apple has spent decades without making many substantial changes to the iPhone. However, Apple is also expected to charge a much higher price for the Ultra.

The foldable phone would definitely give Apple an entirely different hardware category to sell to its existing customer base. It would also allow Apple to enter a category where Samsung currently has an established lead. According to Reuters , IDC forecasts that global foldable-phone shipments are expected to grow by 12.6% this year. Thus, Apple would be entering the foldable market at a time when demand is rising.