Apple has scheduled a product event for Sept. 10 at 2 a.m. Korean time, or 10 a.m. local time on Sept. 9, under the title "Time to Shine." The launch is expected to feature the iPhone 18 Pro, iPhone 18 Pro Max and Apple’s first foldable phone, while the standard iPhone 18, iPhone 18e and second-generation iPhone Air may follow around next spring. Apple is also expected to unveil the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5. The event will be streamed on Apple’s website, Apple TV and YouTube, and will be the first led by new Chief Executive John Ternus after Tim Cook steps down at the end of this month. The foldable iPhone, possibly called iPhone Ultra, is expected to use a book-style design with a 5.5-inch outer display and a 7.6-inch to 7.8-inch inner screen. Forecast prices range from about $2,000 to $2,500, while limited initial production could cause shortages. IDC expects Apple to sell more than 10 million foldable iPhones in the first year and 17 million by next year, giving it a projected 31% market share this year and 40% next year. Existing forecasts also point to component shortages, higher prices and supply constraints across the iPhone 18 range, with the iPhone 18 Pro potentially starting at $1,199. South Korea is expected to remain in the first-wave launch group for the Pro models and foldable phone for a second consecutive year.