Apple will host a launch event on September 9 featuring new iPhones and potentially its first foldable phone, marking the first major product reveal under newly appointed CEO John Ternus.
Apple is scheduled to hold a product launch event on September 9, where the technology company is expected to introduce its latest iPhone models and potentially debut a long-anticipated foldable smartphone. The event will represent the first major product announcement under John Ternus, Apple's hardware chief who assumes the role of chief executive on September 1, succeeding Tim Cook as he transitions to executive chairman. Ternus's appointment, announced in April, was widely interpreted as indicating Apple's commitment to strengthening its foundational device business.
Analysts view the foldable iPhone as a significant opportunity for Apple, with expectations that premium-priced devices could drive improved profit margins and sales growth. Reports suggest the device may feature a screen comparable in size to an iPad mini. The foldable smartphone market, currently dominated by Samsung Electronics, remains a niche but growing segment that industry observers believe could eventually reach mainstream adoption despite premium pricing.
Apple's entry into the foldable market carries strategic importance as the broader smartphone industry faces challenges. Global smartphone shipments are projected to decline by 16.7% this year, while the foldable segment is anticipated to grow by 12.6%, according to industry analysis. Research firm IDC estimates that Apple could ship over 17 million foldable iPhones by 2027. The foldable launch occurs as Apple manages supply chain disruptions; the company warned in July of "very significant" supply shortages expected to impact current-quarter sales, prompting price increases across its Mac and iPad lineups to address elevated component costs.
