Apple is preparing to host its upcoming product launch event on September 9, where many expect the company will introduce its latest iPhone lineup along with possibly its highly anticipated foldable smartphone.
The debut of the foldable iPhone is considered a significant milestone for Apple. Industry experts forecast that these premium devices could become the key drivers behind increased pricing and profit margins for the company.
This event will also serve as the first major presentation under new Apple CEO John Ternus. Ternus, who has long led Apple’s hardware division, is set to assume the CEO position on September 1, as Tim Cook transitions to the role of executive chairman.
Announced in April, Ternus’s promotion reflects Apple’s renewed focus on strengthening its core product strengths—namely, its devices.
Currently, Samsung Electronics holds a dominant position in the niche but rapidly expanding foldable smartphone market. Despite their high prices, many companies believe foldables will soon become mainstream.
For consumer electronics brands, foldable phones could represent a bright spot amid recent challenges, including a significant shortage of memory and storage chips that has led to higher prices and weakened consumer demand overall.
In response to rising costs, Apple has increased prices across its Mac and iPad families. Nonetheless, in July, the company acknowledged facing “very significant” supply chain shortages and predicted these disruptions would hinder sales in this quarter.
Analysts anticipate that Apple will unveil a foldable iPhone with a display size comparable to an iPad mini. Earlier this year, Samsung introduced a passport-sized foldable phone as part of its effort to defend its market share against Apple.
Research from IDC suggests Apple plans to ship over 17 million foldable iPhones by 2027. Entering the foldable market is seen as crucial for growth; IDC predicts shipments could increase by 12.6% this year. Meanwhile, global smartphone shipments are expected to decline by a record 16.7%.
Last year, at its product launch, Apple introduced a thinner iPhone Air and upgraded its iPhone 17 models with enhanced features. The new lineup contributed to a robust upgrade cycle among consumers.