Apple has set the date for its next major product launch: September 9. The technology giant’s invitation, stamped with the tagline “surprise and shine,” hints at a landmark announcement – the debut of a foldable iPhone. This event will also mark the first major showcase for John Ternus, who takes over as chief executive officer on September 1, succeeding longtime leader Tim Cook.
Why a foldable iPhone matters
The iPhone accounts for roughly half of Apple’s revenue, making it the company’s most profitable product line. Introducing a foldable model would expand Apple’s hardware portfolio into a segment currently dominated by Samsung, whose Galaxy Z Fold series commands premium prices near $2,000. Analysts believe an Apple‑branded foldable could boost consumer interest in the category and attract high‑spending customers who might otherwise choose a rival.
What experts expect
Bank of America analysts noted in an August research note that Ternus could “cement Apple’s device dominance in an AI‑enabled era,” suggesting the new CEO may pair the foldable hardware with advanced artificial‑intelligence features. Bloomberg reports that a foldable iPhone would be the first major hardware expansion under Ternus, reflecting his background in hardware engineering.
Samsung’s senior vice president of mobile product management, Drew Blackard, welcomed the prospect, saying increased visibility for foldable devices benefits the entire market. The competition could spur innovation and drive down costs over time.
Pricing outlook
Foldable phones typically carry a higher price tag than standard smartphones. Samsung’s Galaxy Z Fold 8 starts at nearly $2,000, and Apple’s own memory shortage has already forced price increases across its product line, including iPads and MacBooks. TechInsights’ vice president of memory coverage, Mike Howard, warned that consumers should anticipate a “$1,500 iPhone instead of a $1,000 (or) $1,200 iPhone” for upcoming models.
Beyond the iPhone
While the foldable iPhone is expected to dominate headlines, Apple is also likely to introduce new iPhone variants and updates to its Apple Watch lineup at the September event. The company’s annual September showcase is traditionally its most important moment of the year, drawing worldwide attention from investors, developers, and consumers alike.
What the new CEO may signal
John Ternus inherits a company that has faced criticism for lagging behind competitors in AI integration. By pairing a novel hardware form factor with AI‑driven capabilities, the new leadership could signal a strategic shift toward more intelligent, adaptable devices. The upcoming keynote will be Ternus’s first opportunity to outline his vision for Apple’s future, including how the company plans to stay ahead in a rapidly evolving tech landscape.
Industry watchers will be watching closely on September 9 to see whether Apple’s foldable iPhone lives up to the hype and how the new CEO’s direction may reshape the market for premium smartphones.
Original reporting: KRDO (Colorado Springs metro) — read the source article.
