Apple has set the date for its next major product showcase: September 9. The invitation, tagged with the slogan “surprise and shine,” hints at a landmark announcement – the debut of the company’s first foldable iPhone. The event will also serve as the inaugural public appearance for John Ternus, who assumes the chief executive role on September 1, succeeding longtime leader Tim Cook.
Why the foldable matters
The iPhone has long been Apple’s most profitable product, generating roughly half of the firm’s revenue. Introducing a foldable model would expand the premium segment and could attract high‑spending customers who currently favor rivals such as Samsung. Samsung, which dominates the niche foldable market, welcomed the prospect, noting that greater visibility benefits the entire category.
Strategic focus on AI‑enabled hardware
Analysts expect Ternus to use the keynote to outline a renewed emphasis on artificial‑intelligence‑powered devices. With a background in hardware engineering, Ternus is positioned to accelerate Apple’s efforts in a field where the company has been perceived as lagging behind competitors. Bank of America analysts wrote that Ternus could “cement Apple’s device dominance in an AI‑enabled era” in an August research note.
Pricing expectations
Foldable smartphones typically command higher price points than standard models. Samsung’s Galaxy Z Fold 8 starts near $2,000, and Apple’s own memory shortage has already forced price increases across its product line, including iPads and MacBooks. Industry experts anticipate that Apple’s new iPhone could be priced around $1,500, a notable rise from the current $1,000‑$1,200 range.
Potential impact on the market
Should Apple launch a foldable iPhone, the move could reshape consumer expectations and stimulate broader adoption of foldable technology. Bloomberg reports that the foldable would be the first major hardware expansion under Ternus, and the added competition could pressure Samsung and other manufacturers to innovate further.
What to watch
Beyond the foldable, the September event is expected to feature updates to the iPhone lineup and new Apple Watch models. Observers will be watching for any announcements related to AI integration, new chip designs, and software enhancements that align with Ternus’s vision for the company’s future.
Apple’s September showcase will be streamed live, allowing consumers, investors, and industry watchers worldwide to see how the new leadership plans to steer the tech giant forward.
Original reporting: KEYT (Ventura/Santa Barbara) — read the source article.
