Apple Inc. is set to launch its highly anticipated new product event on September 9, 2026, under the theme ‘Surprise and Shine,’ starting at 10:00 AM stateside, corresponding to midnight on September 10 in Thailand. The event is expected to be a positive driver for Thai-listed companies involved in Apple product sales.
Markets are keenly eyeing the unveiling of three premium iPhone models, anticipated to feature innovations and distinctive designs. The highlight is expected to be the iPhone Ultra, likely to be Apple’s first foldable iPhone.
The expected lineup includes the iPhone 18 Pro with a 6.3-inch screen (starting at $1,299), iPhone 18 Pro Max with a 6.9-inch screen (starting at $1,399), and the flagship foldable iPhone Ultra. The iPhone Ultra will reportedly feature a 5.5-inch display when folded and expand to around 7.6 inches when unfolded.
This launch is particularly noteworthy as it represents both an upgrade to Apple’s flagship models and a potential major entry into the foldable smartphone segment, which could influence both the market and consumer upgrade cycles.
Krungsri Securities (KSS) sees the event as a positive for smartphone retailers such as COM7, JMART, SPVI, ADVICE, and CPW. The release of new premium models is likely to stimulate consumer demand for upgrades and boost smartphone sales in 4Q26.
In addition, enhanced artificial intelligence capabilities, improvements in Apple Intelligence, and the latest updates to Siri may further motivate upgrades, especially among premium users. If the new features mark a clear departure from current models, they could accelerate the upgrade cycle and support year-end sales for retailers.
True Corporation (SET: TRUE) and Advanced Info Service (SET: ADVANC), as leading mobile operators and iPhone distributors, also stand to benefit from increased demand for new devices through bundled service packages, upgrading existing customers, attracting switchers, and upselling higher service tiers. This would increase revenues from both device sales and telecommunications services.
Overall, Krungsri expects Apple’s upcoming iPhone launch to drive sales in the IT and smartphone retail sector in 4Q26, while mobile operators could benefit from bundled sales and customer retention. Related stocks are therefore likely to receive support from Apple’s new product cycle.
