Apple is expected to launch its latest iPhone range on September 9, with a premium foldable model potentially marking the company’s entry into the market.
Apple is preparing to hold its next major product launch on September 9, with the company expected to introduce its latest iPhone line-up and potentially unveil its first-ever foldable iPhone.
The event could mark a significant moment for Apple as it enters a fast-growing smartphone segment currently led by Samsung Electronics. Analysts expect a premium foldable iPhone to help raise the company’s average selling prices and support margin growth.
The launch would also come at a major leadership transition for Apple, as John Ternus prepares to take over as chief executive officer. Ternus, the company’s longtime hardware chief, is scheduled to become CEO on September 1, replacing Tim Cook, who will move into the role of executive chairman.
Apple announced Ternus’s appointment in April, a move widely viewed as placing greater emphasis on the company’s hardware expertise and product development.
Foldable iPhone could reshape Apple’s premium strategy
Apple has yet to enter the foldable smartphone market, even as Samsung and other manufacturers have spent years developing devices that combine smartphone portability with larger displays.
Analysts expect Apple’s first foldable iPhone to feature a display broadly comparable in size to that of an iPad mini when fully opened.
The device is expected to target the premium end of the market, potentially giving Apple another opportunity to increase the average amount consumers spend on its smartphones.
Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027, highlighting the potential scale of the company’s entry into the segment.
Apple’s arrival could also accelerate adoption of foldable devices more broadly. IDC has forecast a 12.6% increase in global foldable smartphone shipments this year, even as the wider smartphone market faces tougher conditions.
Samsung faces new premium rival
Samsung currently leads the foldable smartphone market, but Apple’s entry could significantly intensify competition.
The South Korean technology giant has continued expanding its foldable portfolio, including compact designs aimed at consumers seeking premium smartphones without sacrificing portability.
Apple’s potential foldable launch comes as consumer electronics companies face rising memory and storage chip costs, which have contributed to higher device prices and weaker demand.
Apple has already increased prices across parts of its Mac and iPad ranges to offset higher input costs. The company also warned in July that it was facing significant supply chain shortages and expected the disruptions to affect sales during the current quarter.
New iPhone line-up expected
Alongside the potential foldable model, Apple is expected to unveil its newest conventional iPhone models at the September 9 event.
The company’s previous launch included a slimmer iPhone Air and upgraded standard iPhone 17 models with additional features, helping stimulate a strong consumer upgrade cycle.
The upcoming event will therefore be closely watched not only for the new iPhone range but also for indications of Apple’s product strategy under Ternus.
If Apple confirms its first foldable iPhone, the device could become one of the company’s most significant hardware launches in years and give the premium smartphone market a powerful new competitor.