New Apple CEO Faces First Major Test With Foldable iPhone Launch

Apple is expected to unveil several new and upgraded products at its annual hardware event in Cupertino, California, on Wednesday, with the highly anticipated launch of its first foldable iPhone expected to be one of the major highlights.

The event will also mark the first major product presentation under Apple’s new Chief Executive Officer, John Ternus, who officially succeeded longtime CEO Tim Cook on September 1.

Ternus, 51, joined Apple in 2001 as part of the company’s design team and gradually rose through the ranks to oversee engineering teams responsible for Apple’s wide range of products, including the iPhone, which remains the company’s biggest revenue generator.

The event is scheduled to begin at 10 a.m. local time, or 1700 GMT. Ternus had described the gathering as “phenomenal” in his first company-wide message to employees after taking over as CEO.

The biggest attraction is expected to be Apple’s long-rumoured foldable smartphone, which reports suggest could be called the iPhone Ultra and carry a starting price of around $2,000.

Like Samsung’s foldable devices, Apple’s proposed smartphone is expected to feature a smaller external screen when closed and a significantly larger display that unfolds when opened.

The design would allow users to enjoy a tablet-sized viewing experience while retaining the portability of a conventional smartphone.

The launch represents an important test for Apple, which has struggled to introduce another major breakout consumer product on the scale of the iPhone and has not produced a new hit comparable to the AirPods, launched about a decade ago.

Samsung pioneered mainstream foldable smartphones with the Galaxy Fold in 2019 and has continued to expand its foldable lineup. Its Galaxy Z Fold series has also reached the premium price range, with some models starting at about $2,000.

Although foldable smartphones currently account for less than two per cent of global smartphone shipments, analysts believe Apple could rapidly increase the segment’s popularity.

Research firm IDC estimates that Apple could capture about 31 per cent of global foldable-phone demand by the end of this year and potentially reach 40 per cent by 2027.

IDC research associate Kiranjeet Kaur said Apple’s entry into the foldable market could significantly change competition in China and other global markets.

Apple’s launch also comes at a challenging time for the wider smartphone industry. Strong demand for advanced chips driven by the artificial intelligence boom has created pressure across global supply chains, contributing to higher component costs.

IDC expects global smartphone shipments to fall by more than 16 per cent this year, while the average price of smartphones could rise by more than 27 per cent.

Kaur noted that foldable phones would also be affected by shortages in memory components, although the impact could be less severe because foldable devices already occupy the higher end of the smartphone market.

It remains uncertain whether Apple will introduce a new affordable entry-level iPhone this year.

Reports suggest the company could initially focus on two premium models, the iPhone 18 Pro and iPhone 18 Pro Max, while the standard iPhone 18 could be delayed until next year.

The foldable iPhone Ultra is reportedly expected to be roughly the size of a passport when closed and may feature two rear cameras — a standard wide-angle lens and an ultra-wide lens.

Apple is also expected to expand the use of artificial intelligence across its product ecosystem, including an improved version of Siri.

The AI-powered assistant could feature on several new devices, potentially including Apple Watches, AirPods, Apple TV and the HomePod mini.

Reports have also suggested that Apple is developing a new seven-inch device designed to serve as a smart-home hub.

However, it remains unclear whether the device will be unveiled at Wednesday’s event or introduced later in the year.

The foldable iPhone launch will therefore provide an early and closely watched test of Ternus’ leadership as he begins his tenure at the helm of one of the world’s most valuable technology companies.

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