Apple is preparing to unveil its first foldable iPhone at a major product event on Wednesday, September 9, in the first public appearance of new chief executive John Ternus at the helm of the technology giant.
The presentation, titled “Surprise and Shine”, will begin at 1pm eastern time at Apple Park in Cupertino, California. The company is expected to showcase its latest devices ahead of their release, including a new range of iPhones, updated AirPods and an upgraded Apple Watch.
The most closely watched announcement is likely to be a foldable model, which could be branded the iPhone Ultra. Apple has yet to confirm the device, but analysts expect it to be the company’s most significant new hardware category in years.
Apple’s foldable iPhone faces a crucial test
Foldable smartphones have remained a niche product in the United States, although they have gained greater popularity in Asian markets through devices made by Samsung, Huawei and other manufacturers.
The larger screens offered by foldable handsets have proved attractive to consumers who use their phones for streaming and other media. The category is also expected to be the only part of the global smartphone market to record growth in 2026, according to forecasts from IDC.
IDC estimates that foldable smartphone sales could reach 22.9 million units this year, with Apple’s entry helping to drive a rise of about 13 per cent. Dan Ives, a partner and analyst at Yorkville Ives & Co, said the launch would come at the right moment for Apple to target its large existing customer base.
However, the expected device is likely to command a substantial premium. Bloomberg has reported that the foldable iPhone could cost about $2,000, compared with roughly $1,200 for Apple’s current top-end Pro Max model.
The pricing will be closely watched as households continue to face pressure from the cost of everyday goods. The wider smartphone market is expected to contract sharply this year, with higher prices partly driven by shortages of memory chips.
Apple is also under pressure to demonstrate that it can compete more convincingly in artificial intelligence. Analysts have criticised the company for falling behind rivals such as Alphabet, while investors wait for more substantial progress on AI-powered features, including enhanced Siri capabilities.
Apple is expected to announce the iPhone 18 alongside the foldable model, although the company has not confirmed the details of its new phones. The event may also offer a clearer indication of how Apple plans to incorporate AI into its consumer products.
John Ternus takes centre stage
The presentation will be the first major Apple event since Ternus formally became chief executive on September 1, succeeding Tim Cook after 15 years. Cook has moved into the role of executive chairman.
Apple announced the leadership change in April, describing Ternus as the next leader of the company because of his technical knowledge, product expertise and experience managing large engineering teams.
Ternus joined Apple’s product design team in 2001 and became senior vice-president of hardware engineering in 2021. He has worked on products including the iPad and AirPods, as well as on materials and manufacturing improvements.
His background is heavily rooted in hardware, making the foldable iPhone an especially important test of his leadership. Investors will be looking for signs that he can build on Cook’s commercial success while giving Apple a fresh direction in products and artificial intelligence.
