Apple hasn't gone head-to-head with Samsung in the foldable segment so far, but that's set to change next month.

The company has just confirmed a new product launch event for September 9. If the countless rumors that have surfaced so far are believed, we'll finally see the Apple's first foldable iPhone being launched at the event.

Titled “Surprise and shine,” the event has been scheduled for September 9 at 10 AM Pacific time. September is when Apple always launches new iPhones, so there's little doubt what's on the agenda.

The iPhone 18 Pro and Pro Max are most definitely going to be on the agenda. They're due for a refresh and this is obviously when the company is going to unveil them. There's a good chance that the foldable iPhone, which some refer to as the iPhone Ultra, will also be unveiled on September 9.

The event has significance beyond that, since it will also be the first Apple product launch event under the new CEO John Ternus. What better way to commemorate that than with the announcement of its boldest iPhone move in years.

Rumors suggest that the foldable iPhone will be passport-style, similar to Samsung's Galaxy Z Fold 8, along with a virtually crease-free foldable display.

A lot of Samsung fans will be looking forward to what the company comes up with, as this would be the first real truly global competitor to Samsung's foldable lineup since the Galaxy Z phones came out back in 2019.