Apple prepares to unveil first foldable iPhone under new CEO John Ternus
Apple is scheduled to introduce its first foldable smartphone alongside the iPhone 18 Pro lineup on September 9, marking the first product launch under chief executive John Ternus.
Keynote schedule and leadership transition
Apple will hold its annual fall hardware presentation, titled "Surprise and shine," on September 9 at 10:00 AM PDT from Cupertino, California. The keynote represents the first public product launch fronted by John Ternus since assuming the role of chief executive officer. Tim Cook became the company's executive chairman earlier in September, completing a leadership transition initially announced in April. Viewers can watch the broadcast through the Apple TV app, Apple's corporate website, and the company's official YouTube channel. The event follows product announcements earlier in the summer, including desktop updates to the Mac mini and Mac Studio featuring M6 and M5 Ultra processors, which become available on September 22.
Hardware specifications and design choices
The centerpiece of the presentation will be Apple's first foldable smartphone, expected to adopt a book-style form factor with a 5.5-inch exterior cover display and a 7.8-inch flexible interior screen. When opened, the device chassis will measure approximately 4.5 millimeters in thickness, standing thinner than the 5.6-millimeter iPhone Air released in 2025. Engineering leaks indicate the hinge utilizes a blend of aluminum and titanium alongside a custom glass cover to minimize the inner screen crease. To accommodate the slim dimensions, Apple has omitted Face ID in favor of a Touch ID sensor integrated into the power button. The camera system features an oblong rear plateau housing two 48-megapixel sensors for wide and ultrawide photography, omitting a dedicated telephoto lens and an Action button.
- Cover display
- 5.5 inches
- Unfolded inner display
- 7.8 inches
Market impact and pricing expectations
Apple's entry into the folding smartphone sector arrives seven years after Samsung introduced the original Galaxy Fold in late 2019. Android manufacturers have recently deployed competing passport-style form factors, including Huawei's Pura X Max in April, Samsung's Galaxy Z Fold 8 in July, and Xiaomi's 18 Fold. Samsung is reportedly supplying the folding display panels for Apple's new device. Research consultancy IDC anticipates that Apple's arrival will drive an 18% expansion in the global foldable market by 2027. Nabila Popal, research director at IDC, described the projected impact on overall market volume.
Without Apple, foldable phone shipments would have declined at a double-digit rate year over year. We forecast Apple will ship over 17 million foldable iPhones by 2027, capturing roughly 40% of the global foldable phone market.
- Samsung introduces first Galaxy Fold
- Huawei releases Pura X Max
- Samsung releases Galaxy Z Fold 8
- Apple schedules Surprise and shine keynote
Broader product lineup and release schedule
The foldable smartphone, internally referred to as the iPhone Ultra, is projected to launch with 12 GB of system memory in black and white finishes. Base pricing is expected near $1,999 in the United States and between 2,000 and 2,500 euros in European markets, with top-tier storage options exceeding 3,000 euros. Ongoing memory chip supply shortages have contributed to the device's elevated launch price. Bob O'Donnell, founder of TECHnalysis Research, commented on Apple's product diversification strategy ahead of the event.
The company has done incredibly well, but at the end of the day, they haven't created new product categories.
Alongside the foldable device, Apple is set to reveal the iPhone 18 Pro and iPhone 18 Pro Max, whereas the standard base iPhone 18 model is scheduled for release in early 2027. Additional previewed hardware candidates include updated Apple Watches, camera-enabled AirPods, and a refreshed HomePod model.
