Apple is anticipated to reveal a costly folding iPhone during an upcoming launch event at its headquarters in Cupertino, California. This event, led by the new CEO John Ternus, is set to be the most significant change to Apple’s flagship product since the removal of the physical home button from the iPhone X in 2017. With the iPhone contributing over half of Apple’s sales in the last fiscal year, Ternus will need to convince customers of the value of a foldable device that could exceed $2,000.
Having previously served as Apple’s hardware chief, Ternus has maintained a low public profile, making this keynote address an opportunity for extended commentary from him. Apple aims to revolutionize the foldable phone market, currently dominated by Samsung and Chinese competitors, by mainstreaming the technology as it did with touch screens in 2007 with the first iPhone.
Despite the high price tag, industry analysts predict that Apple will sell out every foldable iPhone it produces and capture a 40% market share by the end of the following year. Apple’s late entry into the foldable phone market could prove advantageous as the company tackles engineering challenges like designing a durable hinge and ensuring resistance to dust and water.
The event is also expected to signal a shift in Apple’s annual product release schedule, focusing on the new folding device and its Pro and Pro Max iPhone lineup. By delaying updates to its more affordable models until spring, Apple aims to balance its annual sales cycle and reduce reliance on holiday season revenue spikes. Foldable phones, although offering large screens, have struggled to gain significant market share due to trade-offs such as camera quality, battery life, and crease visibility when unfolded.
