Archive · 10 Sep 2026
Apple's Folding iPhone Event Begins Under New CEO Ternus
Apple has started an important product event led by its new CEO, John Ternus.
The company is expected to show a new iPhone that can fold.
This phone could cost more than $2,000.
Folding phones already exist from Samsung and Huawei, but they have mostly been bought by technology enthusiasts.
Analysts think many people may want Apple’s version.
Apple must make sure the hinge is strong and the screen does not show a large crease.
The phone may also need better protection from dust and water.
Apple is expected to focus on expensive iPhone models and delay cheaper ones until spring.
Apple began its annual product launch event in Cupertino with John Ternus leading as chief executive.
The company is widely expected to unveil a folding iPhone that analysts believe could cost more than $2,000.
Analysts expect Apple to capture 40% of the foldable-phone market by the end of next year.
Apple may focus on the folding iPhone and Pro models while delaying affordable iPhone updates until spring.
Key engineering challenges include building a durable hinge, reducing screen creasing, and improving dust and water resistance.
- Who
- Apple and its new CEO, John Ternus, are leading the product launch; analysts and competing manufacturers are also discussed.
- What
- Apple began its annual product event and is widely expected to unveil a folding iPhone.
- When
- The event began on Wednesday, September 9.
- Where
- Apple’s headquarters in Cupertino, California.
- Why
- Apple is introducing a major iPhone redesign and may be adjusting its product schedule to smooth seasonal sales.
Analyst Optimism
Product Concerns
Market potential
Analyst Optimism
Analysts expect Apple to sell every foldable iPhone it can produce and potentially secure 40% of the market by the end of next year.
Product Concerns
Folding phones have remained a niche product among technology enthusiasts despite being sold by Samsung Electronics and Huawei Technologies since 2019.
Late entry
Analyst Optimism
Apple could benefit from entering later by addressing engineering problems such as hinge durability and visible screen creases.
Product Concerns
The device still faces technical challenges, including resistance to dust and water and the possibility of a high price exceeding $2,000.
Product strategy
Analyst Optimism
Focusing on the folding iPhone and premium Pro models could help smooth Apple’s usual seasonal sales pattern.
Product Concerns
Holding back more affordable iPhone updates until spring could limit the range of products available during the annual launch period.
- Expected product
- A folding iPhone
- Potential price
- More than $2,000, according to analyst expectations
- Projected market share
- International Data Corporation expects Apple could reach 40% of the foldable-phone market by the end of next year
- Current competitors
- Samsung Electronics and Huawei Technologies have sold folding phones since 2019
- Apple CEO
- John Ternus is leading his first annual product launch event as chief executive
- iPhone revenue
- The iPhone generated $209.6 billion, or just over half of Apple’s sales, in its most recent fiscal year
- Expected schedule change
- Apple may delay updates to more affordable iPhone models until next spring