Archive · 8 Sep 2026
John Ternus Faces AI, Memory and Foldable iPhone Challenges
John Ternus is preparing to become Apple’s new leader.
Soon after taking over, he will lead a major Apple product event.
Apple may show new iPhones, including a foldable model.
The company is dealing with higher memory costs, which could make its phones more expensive.
The foldable iPhone might cost more than $2,000.
Huawei and Xiaomi have already released new foldable phones to compete with it.
Apple is also changing how it charges app developers in Europe, which could reduce some revenue.
Finally, Apple hopes its new software will make its artificial intelligence features more competitive.
John Ternus is set to become Apple’s eighth CEO before leading the September 9 Surprise and Shine event.
Apple faces rising memory costs, with reports predicting $100 to $200 increases for the iPhone 18 series.
TrendForce estimates the foldable iPhone could start at $2,099 to $2,299, exceeding $2,000 for the first time.
Huawei and Xiaomi launched competing foldable phones shortly before Apple’s expected foldable iPhone debut.
Apple’s revised European Union App Store fees could reduce revenue, while iOS 27 must strengthen Apple Intelligence against Android rivals.
- Who
- John Ternus and Apple, with Huawei and Xiaomi identified as competing smartphone makers.
- What
- Ternus is expected to lead Apple’s September product event, where the iPhone 18 Pro series and a foldable iPhone may be introduced.
- When
- The event is identified as September 9; the article also refers to the product launch as occurring Wednesday, creating a timing discrepancy.
- Where
- The event’s location is not specified; the European Union is the location relevant to Apple’s revised App Store fee structure.
- Why
- Ternus faces pressure from rising memory costs, expensive foldable-phone competition, European App Store changes and demands for stronger Apple Intelligence features.
- Incoming CEO
- John Ternus is described as becoming Apple’s eighth CEO.
- Apple event
- The Surprise and Shine event is scheduled in the article for September 9.
- Expected iPhone pricing
- Reports cited by the article predict a $100 to $200 increase for the iPhone 18 series.
- Foldable iPhone estimate
- TrendForce estimates a starting price of $2,099 to $2,299.
- Competing foldable
- Huawei’s Mate XT2 series is reported to cost about $2,980 to $3,725.
- European App Store fee
- Apple replaced its per-installation Core Technology Fee with a flat 5% commission for certain digital goods distributed outside the App Store.
- Software release
- iOS 27 is expected to bring improved Apple Intelligence performance.