Apple Expected to Unveil First Foldable iPhone Under New CEO John Ternus

Apple is widely expected to introduce its first foldable iPhone at a company event on Wednesday, a landmark launch that would mark the first major product unveiling under new CEO John Ternus. According to a Reuters report, the device is anticipated to carry a premium price tag, potentially exceeding $2,000, representing a significant new entry into the high-end smartphone market.

A High-Stakes Debut

The event, scheduled to take place at Apple's headquarters in Cupertino, California, will showcase what is reported to be the most substantial redesign of the iPhone since the removal of the home button with the iPhone X in 2017. For CEO John Ternus, who previously led Apple's hardware engineering, the launch is a critical first test in persuading consumers to adopt a new form factor at a new peak price point.

The iPhone remains Apple's most crucial product, accounting for $209.6 billion in revenue, or more than half of the company's total sales, in its most recent fiscal year, according to the report.

Entering the Foldable Market

While competitors like Samsung Electronics and Huawei have offered foldable devices since 2019, the category has remained a niche segment. However, analysts believe Apple's entry could redefine the market. According to a forecast from research firm IDC cited by Reuters, Apple is expected to sell all the foldable units it can manufacture and could capture a 40% share of the foldable market by the end of next year.

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Apple may benefit from its late entry by addressing engineering challenges that have affected earlier devices from rivals. Key areas of focus will likely include hinge durability, minimizing the screen crease, and improving resistance to dust and water—an area where Google's Pixel Fold has previously set a high bar.

Shifting Product Strategy

The Wednesday event may also signal a change in Apple's annual release schedule. While new Apple Watch models are anticipated, reports suggest that updates to the company's more affordable, non-folding iPhone models may be postponed until the spring.

This strategic shift is likely aimed at creating a more balanced sales cycle throughout the year. The move would reduce the company's heavy reliance on the holiday shopping quarter, which has historically created a large spike in revenue at the end of the calendar year.