Apple is set to unveil new devices at its annual hardware event in Cupertino, California. The biggest attraction could be its long-awaited foldable iPhone. The event will also mark the first major product launch under new CEO John Ternus.
Ternus officially replaced Tim Cook on September 1. He joined Apple in 2001 and later became head of its hardware engineering teams. In his first company-wide email, he described the event as “phenomenal.”
The foldable iPhone could be Apple’s boldest new product in years. Reports suggest it may be called the iPhone Ultra and cost about $2,000. Like Samsung’s foldable phones, it will have two screens. The smaller display will work when the phone is closed. Users can then unfold it to reveal a much larger screen. As a result, the device could offer smartphone convenience with a tablet-like display.
However, the launch comes with plenty of pressure. Apple has not produced a major breakout product since the AirPods launched about 10 years ago. Samsung introduced its first mainstream foldable, the Galaxy Fold, in 2019. Foldable phones still account for less than 2 percent of global smartphone shipments. Nevertheless, IDC expects Apple to capture 31 percent of the foldable market by year-end. That share could rise to 40 percent by 2027.
“Apple’s foldable iPhone is very likely to shift the competitive dynamics both in China and global markets,” IDC analyst Kiranjeet Kaur said.
Meanwhile, Apple could unveil more than just a foldable phone. Reports point to the iPhone 18 Pro and Pro Max, while the regular iPhone 18 may arrive next year. An AI-powered Siri could also feature across new devices. These may include Apple Watches, AirPods, Apple TV and the HomePod mini. Bloomberg also reported that Apple could introduce a seven-inch smart home hub.
With so much riding on the event, Ternus has a major first impression to make.
