Key Points - Apple is rolling out its iPhone 18 family of products. - Analysts are also expecting the company to release its first folding phone. Apple (NASDAQ:AAPL) has been a transformative tech company, completely disrupting the smartphone market by introducing touchscreen controls, internet service, and easy access to texting, music, and games. But dramatic innovations have been far less common in its more recent iPhone models, leading some of the shine to come off Apple. Is that about to change? Apple has scheduled an iPhone launch event for Sept. 9, marking the first such event under the leadership of John Ternus, who is taking over from Tim Cook as CEO on Sept. 1. Missed Nvidia in 2009? This Rare Signal Is Flashing Again.In 2009, a "Double Down" signal flashed for a little-known chipmaker called Nvidia. For the first time in years, that same "Total Conviction" signal is flashing for a company 1/100th the size of Nvidia. Continue » Ternus' first launch event could be huge -- and include a product that would be Apple's biggest phone change since it rolled out its iPhone X and 3D facial recognition. Apple incoming CEO John Ternus. Image source: Apple. The folding iPhone may finally be here The Sept. 9 event is widely expected to focus on the iPhone 18 family of products, including the iPhone 18 Pro and iPhone 18 Pro Max. That will likely also include the new 2-nanometer A20 Pro chip, which is expected to run cooler and longer, and a C2 chip that would provide better battery efficiency, enhanced privacy, and improved performance in congested data networks. But if you're looking for a bigger physical change, you'll likely be more interested in the company's upcoming iPhone Fold (or possibly called iPhone Ultra), which will be Apple's first folding smartphone.