Archive · 27 Aug 2026
Apple's September 9 iPhone Event Begins Ternus CEO Era
Apple plans to hold a large iPhone event on September 9.
The company is expected to show new iPhones.
It may also reveal its first phone with a screen that folds.
John Ternus will become Apple’s CEO before the event.
Tim Cook will become executive chairman.
Analysts think an expensive foldable iPhone could help Apple earn more money per phone.
Samsung currently leads the foldable-phone market.
Chip shortages have made electronics more expensive and weakened demand, even though foldable phones are expected to grow.
Apple is scheduled to hold its next launch event on September 9.
The company is expected to unveil a new iPhone series and potentially its first foldable iPhone.
John Ternus is set to become Apple’s CEO on September 1, while Tim Cook becomes executive chairman.
Analysts say a high-end foldable iPhone could increase Apple’s selling prices and profit margins.
IDC expects Apple to ship more than 17 million foldable iPhones by 2027 amid broader supply-chain concerns.
- Who
- Apple, incoming CEO John Ternus, and Tim Cook are central to the event and leadership transition.
- What
- Apple is expected to launch a new iPhone series and potentially its first foldable iPhone.
- When
- The launch event is scheduled for September 9; Ternus is set to become CEO on September 1.
- Why
- The foldable iPhone could support higher prices, margin growth, and Apple’s expansion in the growing foldable-phone market.
Growth Opportunity
Market and Supply Concerns
Foldable iPhone potential
Growth Opportunity
Analysts say a high-end foldable iPhone could raise Apple’s average selling prices and profit margins, while IDC forecasts more than 17 million Apple foldable-phone shipments by 2027.
Market and Supply Concerns
The foldable-phone market is still niche and premium-priced, and Samsung Electronics currently dominates it, giving Apple an established competitor to challenge.
Consumer-electronics outlook
Growth Opportunity
Foldable phones are described as a bright spot, with IDC predicting a 12.6% increase in foldable-phone shipments this year.
Market and Supply Concerns
Memory and storage chip shortages have driven price increases and weakened consumer demand; global smartphone shipments are expected to decline 16.7% this year.
- Launch event
- September 9
- CEO transition
- John Ternus is set to become CEO on September 1, while Tim Cook becomes executive chairman.
- Potential new product
- Apple’s first foldable iPhone, reportedly expected to have a screen similar in size to an iPad mini.
- Foldable iPhone forecast
- IDC expects Apple to ship more than 17 million foldable iPhones by 2027.
- Current market leader
- Samsung Electronics currently dominates the niche foldable-smartphone market.
- Market outlook
- IDC predicts foldable-phone shipments will rise 12.6% this year, while global smartphone shipments are expected to decline 16.7%.
- Supply-chain conditions
- Apple said in July that it faced “very significant” supply-chain shortages that could dampen sales in the current quarter.
