Alain Sherter\n <\/p>\n
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Apple is set to unveil its latest iPhones today at its annual fall showcase, as new CEO John Ternus<\/span> steps into the spotlight after succeeding longtime leader Tim Cook earlier this month.\u00a0<\/p>\n The event, dubbed “Surprise and Shine” by Apple, will start at 1 p.m. ET at its Cupertino, California, headquarters.\u00a0<\/p>\n The showcase can be streamed at Apple’s events page\u00a0or at the company’s YouTube page.<\/p>\n The biggest new product debut is expected to be Apple’s first foldable iPhone, which could be dubbed the iPhone Ultra,\u00a0according\u00a0to the trade publication MacRumors. The phone could carry a price tag of about $2,000, Bloomberg reported on Wednesday.<\/p>\n “We believe the foldable could be a major hit for Apple, and this is the right time to go after the new hardware chapter under Ternus,” Dan Ives, partner and analyst at Yorkville Ives & Co., told CBS News. “Long overdue and the right timing to go after the golden installed base.”<\/p>\n Apple is also set to unveil the iPhone 18, the latest iteration of its smartphone. Compared with earlier generations, the iPhone 18 will likely cost more due in part to a global memory chip shortage, according to tech analysts. The iPhone 17’s price ranges from $799 to $1,999, depending on the model.<\/p>\n Investors are also eager to hear Apple’s plan for artificial intelligence, as the company is seen as a laggard compared with rivals such as Alphabet, Melissa Otto, head of research at S&P Global Visible Alpha, told CBS News.<\/p>\n Earlier this year, Apple unveiled\u00a0AI advances, including upgrades to its Siri assistant, emphasizing privacy and day-to-day use as the company tries to catch up with rivals in AI.<\/p>\n The keynote address for Ternus will set the tone for his vision of Apple’s future, Forrester analyst Dipanjan Chatterjee said.\u00a0<\/p>\n “John Ternus inherits perhaps the most successful consumer technology juggernaut in modern times. That is both a boon and a burden for him. Tim Cook’s perfected execution, scale, and monetization set a high bar, and Ternus must extend that run,” Chatterjee said.<\/p>\nWhat time is the Apple event?\u00a0<\/h2>\n
What is Apple expected to announce?<\/h2>\n
How important is the event for new CEO John Ternus?<\/h2>\n