Apple’s new CEO John Ternus is set to unveil the foldable iPhone at the company’s upcoming fall product event, within two weeks of his appointment on September 1, according to Bloomberg‘s Mark Gurman. The device is expected to start at approximately $2,000 and will be introduced alongside the iPhone 18 Pro and iPhone 18 Pro Max.
This product launch aligns with Apple’s strategy to establish Ternus as the face of a new product category that the company anticipates will be significant in the market. Ternus, who previously headed Apple’s hardware engineering division, is being positioned to showcase the foldable iPhone as a culmination of his career at Apple, particularly due to his role in developing the original iPad.
The foldable iPhone will feature an internal screen with a horizontal layout, similar to that of the iPad, facilitating multitasking and side-by-side apps. Apple has focused on improving key aspects such as durability, performance, the visibility of the display crease, and overall usability. Reports indicate that the device will include a 7.8-inch inner display powered by Apple’s A20 Pro chip. The anticipated pricing places the foldable iPhone among the highest-priced smartphones ever released.
Tim Cook, who served as CEO since 2011, will transition to executive chairman after assisting Ternus with this launch. While Cook’s tenure coincided with the introduction of products like the Apple Vision Pro, which had mixed market reception, Ternus will enter a category already established by competitors like Samsung with its Galaxy Z Fold line.
Analysts are expecting early supply issues due to the complexity of the manufacturing process, potentially leading to limited availability in the initial weeks following the launch. Despite this, projections for Apple’s December quarter revenue hover around $150 billion, in part attributed to the higher selling prices of the foldable iPhone.
Although Apple is late to the foldable market compared to other manufacturers, it believes its unique design will provide a competitive advantage. Ternus’s first full quarter as CEO will align with the crucial holiday shopping season, marking a significant test of his leadership and the market’s reaction to the premium pricing of the foldable iPhone.
