Apple is preparing to unveil a major new product lineup, including its long-awaited foldable iPhone, as the technology giant stages its annual late-summer hardware event on September 9 in Cupertino, California.
The event will mark a significant moment for the company, coming just days after John Ternus assumed the position of chief executive officer, succeeding longtime CEO Tim Cook on September 1.
Ternus, 51, joined Apple’s design team in 2001 and gradually rose through the company’s engineering ranks to oversee teams responsible for its broad product portfolio, including the iPhone, Apple’s biggest source of revenue.
In his first company-wide email as CEO last week, Ternus described the upcoming event as “phenomenal”.
The event is scheduled to begin at 10am local time, or 1700 GMT.
Foldable iPhone takes centre stage
The biggest expected announcement is Apple’s first foldable iPhone, which reports suggest could be marketed as the iPhone Ultra and carry a starting price of about US$2,000.
The device is expected to follow the basic design established by Samsung’s foldable smartphones, featuring a smaller external screen when closed and a much larger display that opens out when the phone is unfolded.
The design effectively combines the portability of a conventional smartphone with the larger viewing area of a tablet.
For Apple, the launch represents a major gamble in a relatively small but potentially lucrative market.
The company has not introduced a major new product category with the impact of the AirPods, which were launched about a decade ago.
Samsung pioneered the mainstream foldable smartphone market with the Galaxy Fold in 2019 and has continued developing the category with its Galaxy Z Fold range.
The latest models have also occupied the premium end of the market, with prices reaching about US$2,000.
Apple could reshape foldable market
Although foldable smartphones currently account for less than two per cent of global smartphone shipments, analysts believe Apple’s entry could rapidly alter the competitive landscape.
Research firm IDC forecasts that Apple could capture 31 per cent of global foldable smartphone demand by the end of the year and potentially reach 40 per cent by 2027.
“Apple's foldable iPhone is very likely to shift the competitive dynamics both in China and global markets,” IDC research associate Kiranjeet Kaur told AFP.
The potential impact comes as smartphone manufacturers face broader pressures from the global artificial intelligence boom.
Strong demand for advanced chips and memory components has contributed to supply constraints across the technology industry, pushing costs higher.
IDC expects global smartphone shipments to decline by more than 16 per cent this year, while average smartphone prices could rise by more than 27 per cent.
“Foldable phones are not immune to the memory supply shortages, but the relative impact is lower considering these phones are already priced in the higher-range,” Kaur said.
Uncertainty over standard iPhone
While attention is focused on the foldable model, Apple could also make an unusual change to its conventional iPhone lineup.
Reports suggest the company may initially introduce only two higher-end models — the iPhone 18 Pro and iPhone 18 Pro Max.
The more affordable standard iPhone 18 could potentially be delayed until next year, although Apple has not confirmed the reports.
If implemented, the move would represent a departure from Apple’s traditional approach of launching its flagship and entry-level models together.
More AI across Apple products
Artificial intelligence is also expected to feature prominently in the company’s new hardware strategy.
An upgraded version of Siri powered by AI is expected to be integrated into several of the new devices.
The company could also unveil updated versions of products across its wider ecosystem, potentially including the Apple Watch, AirPods, Apple TV box and HomePod mini.
Reports have additionally suggested that Apple is developing a roughly seven-inch device designed to function as a smart-home hub.
However, it remains uncertain whether the smart-home device will be unveiled at the September 9 event or introduced later in the year.
High stakes for Apple
The foldable iPhone will arrive at a time when Apple is under pressure to demonstrate that it can create new sources of growth while maintaining the dominance of its existing product categories.
A successful launch could give the company a powerful foothold in the emerging foldable market and provide a fresh premium product capable of generating substantial revenue.
It will also serve as an early test of Ternus’s leadership as he takes charge of the world's most valuable technology brands.
With the foldable iPhone, upgraded hardware and a greater emphasis on artificial intelligence all potentially on the agenda, Apple’s September event could signal the direction of the company’s next phase under its new chief executive.