Archive · 9 Sep 2026
Apple’s Foldable iPhone Puts Ternus’ AI Leadership to Test
Apple is expected to show a new iPhone that folds open like a passport.
It may cost more than $2,500.
Analysts think it could become very popular even if its cameras and processors are not the best.
Samsung, Google, and Huawei already sell folding phones.
Apple hopes its later entry will help it fix problems such as weak hinges and visible screen creases.
The company is also working on a much better Siri.
Apple wants Siri to compete with assistants such as Google Gemini and tools from OpenAI.
Rules in China and Europe may slow down when the new Siri becomes available.
Apple is expected to unveil a passport-style foldable iPhone in Cupertino on Wednesday, priced above $2,500.
Analysts say the device could lead the young foldable-phone market despite potentially weaker cameras and processors.
Apple is expected to refresh the premium iPhone Pro and Pro Max while delaying other iPhone updates until spring.
A redesigned Siri, partly powered by Google’s AI technology, is central to Apple’s effort to compete with Google Gemini and OpenAI.
Regulatory issues could delay the Siri update in China until 2028, while it will initially be unavailable in Europe.
- Who
- Apple, led by CEO John Ternus, is at the center of the product announcement, with analysts assessing its foldable iPhone and Siri strategy.
- What
- Apple is expected to introduce a passport-style foldable iPhone, updated premium iPhones, and a substantially improved Siri.
- When
- The products are expected to be unveiled on Wednesday; the article was published September 8, 2026.
- Where
- Apple’s headquarters in Cupertino, California.
- Why
- Apple aims to demonstrate leadership in premium hardware and persuade consumers and developers that its devices are a strong platform for artificial intelligence.
Optimistic assessment
Cautious assessment
Foldable-phone prospects
Optimistic assessment
Analysts say Apple could quickly become the category leader, and Nabila Popal predicts more than $45 billion in revenue by the end of next year.
Cautious assessment
The expected price exceeds $2,500, cameras and processors may not lead the market, and foldables remain a single-digit share of the phone market.
Siri’s AI position
Optimistic assessment
Analysts say a successful Siri revamp by the end of the year could bring Apple close to Google Gemini and build on its large installed base and loyal customers.
Cautious assessment
Apple has moved more slowly than rivals, and Ternus must convince consumers and developers that Siri can keep pace with frequent improvements from OpenAI and other competitors.
Global availability
Optimistic assessment
Gene Munster said launching the update in the United States on time could build confidence that Apple can eventually bring it to Europe.
Cautious assessment
The update may take until 2028 to win approval in China and will initially be unavailable in Europe because of a regulatory dispute.
- Expected foldable price
- More than $2,500
- Foldable design
- Expected to open like a passport
- Projected revenue
- IDC analyst Nabila Popal expects the phone to generate more than $45 billion by the end of next year
- Premium iPhone updates
- The iPhone Pro and Pro Max are expected to be refreshed
- Delayed models
- The iPhone Air, base, and budget lines are expected to wait until spring
- Siri technology
- The overhaul partly uses Google’s AI technology behind the scenes
- Regulatory timing
- The Siri update might not receive approval in China until 2028 and will initially be unavailable in Europe
