Apple has announced it will host a launch event on September 9, where the company is widely expected to unveil its iPhone 18 Pro lineup and potentially its first-ever foldable phone — a device analysts see as crucial for driving higher selling prices and margin growth.
The event will also mark the first major product launch under incoming CEO John Ternus, Apple's longtime hardware chief who is set to take the helm on September 1 as Tim Cook transitions to executive chairman. Ternus's appointment, announced in April, was widely regarded as a signal of Apple's renewed focus on its core strength in hardware.
Samsung Electronics currently dominates the foldable smartphone market, which companies are betting will soon go mainstream despite premium price tags. Apple is expected to ship more than 17 million foldable iPhones by 2027, according to research firm IDC, which predicts a 12.6% jump in foldable phone shipments this year even as global smartphone shipments face a record 16.7% decline.
Analysts expect the foldable iPhone to feature a screen similar in size to an iPad mini. The launch comes amid broader supply chain challenges — Apple acknowledged "very significant" shortages in July and predicted they would dampen current-quarter sales. The company has also raised prices across its Mac and iPad lineups to offset soaring component costs.
Apple's entry into the foldable market will intensify competition with Samsung, which recently unveiled a new passport-sized foldable phone in response to Apple's anticipated move.
