The wait is nearly over. Apple’s much-anticipated event kicks off in a few hours, with the company expected to unveil its new iPhone 18 range at Apple Park in Cupertino, California. The keynote will be streamed live across Apple’s own platforms starting at 10:30 PM IST.
Tonight’s event carries extra weight for reasons beyond the hardware. It will be the first major iPhone launch fronted by John Ternus. In another break from tradition, Apple is not expected to unveil its standard iPhone model at the same event as the Pro versions, a first for the company’s launch playbook. But the centerpiece of the launch will be the foldable smartphone, a pricey device that Apple believes will be both a status symbol and something that could help restore its reputation as an innovator. Samsung has spent seven years working through the engineering challenges of folding smartphones, and executives say keeping the hardware light is the single most important factor in getting everyday users to adopt the design.
The showcase is slated to feature the iPhone 18 Pro, new Apple Watches and updated AirPods. Samsung has offered a piece of straightforward advice for its long-time rival Apple Inc, as reports claim that the latter is finally getting ready to launch its first foldable iPhone at the launch event on Wednesday (September 9).
Samsung said that the competition is “absolutely welcome” and urged iPhone makers to prioritise device weight above everything else While speaking to WIRED.
