Apple is preparing to unveil its first foldable iPhone at a major product event in Cupertino, California, where new chief executive John Ternus will take centre stage for the first time since succeeding Tim Cook.
The event, branded “Surprise and shine”, is due to begin at 10am local time on Wednesday, September 9, at the Steve Jobs Theater in Apple Park. The company is expected to reveal the foldable handset alongside its iPhone 18 Pro models, Apple Watch Series 12 and AirPods 5.
Apple could also provide more details of its long-awaited Siri AI overhaul, which is designed to understand information across apps, respond to what is displayed on a user’s screen and carry out tasks within applications.
The foldable phone is expected to be the centrepiece of the presentation. Reports have suggested a starting price of about $2,000, putting it directly against Samsung’s premium Galaxy Z Fold range and giving Apple an entry point into a market it has so far avoided.
Samsung, Google and other manufacturers have already spent years developing folding smartphones. Apple’s arrival would bring one of the world’s largest consumer technology companies into a category that remains relatively small but is seen as one of the few areas of growth in an otherwise mature smartphone market.
For Apple, the launch would also represent a significant change after years of refining the familiar rectangular iPhone design. Analysts expect the device to feature a specialist hinge and to offer a larger internal display when opened, although the company has not confirmed its specifications or final name.
Apple is not expected to replace its conventional premium phones. The iPhone 18 Pro and iPhone 18 Pro Max are likely to remain part of the autumn line-up, while analysts at Bank of America have said the standard iPhone 18 may be held back until spring 2027.
A split launch would mark a departure from Apple’s usual schedule. It could support sales of more expensive models, but analysts have warned that some customers may postpone upgrades until the lower-priced phones arrive.
The event comes as Apple faces pressure over the pace of its innovation, its response to rivals in artificial intelligence and the rising cost of components. A shortage of memory chips, driven partly by demand for AI computing, has contributed to price increases across parts of Apple’s product range.
The company also issued a weaker-than-expected revenue forecast for its latest fiscal quarter, citing supply-chain constraints. Investors will therefore be watching closely for signs that the foldable iPhone and improved Siri can restore momentum.
Ternus, 51, took over as chief executive on September 1 after a long career overseeing Apple’s hardware engineering. He is regarded within the company as a technically minded product expert who has played a role in the development of several major devices.
His first major product presentation will be closely scrutinised as he begins a new era for Apple. The company’s iPhone business still accounts for roughly half of its revenue, while competitors including Google and OpenAI are seeking to shape the next generation of consumer devices around artificial intelligence.
Apple has suggested that Wednesday’s presentation will contain an element of surprise. The most visible sign of a change in direction is expected to be the foldable handset, offering Ternus a distinctive new product with which to begin his tenure.
