Apple is anticipated to reveal its inaugural folding phone, with Ternus at the helm as the new CEO

Apple is anticipated to reveal an expensive folding iPhone during a launch event on Wednesday at its headquarters in Cupertino, California.

The event, marking the debut of new CEO John Ternus, will represent the most significant transformation of Apple's flagship product since the removal of the physical home button from the iPhone X in 2017. The iPhone generated $209.6 billion, accounting for just over half of Apple's sales in its latest fiscal year.


The keynote address will also mark the first extended commentary from Ternus, who previously held the position of Apple's hardware chief but has maintained a low public profile, aside from a few product introductions and sustainability initiatives. It will be Ternus's responsibility to convince Apple's customers of the necessity for a foldable device that may exceed $2,000, setting a new benchmark for a global brand that has epitomized mass luxury.

Since 2019, Samsung Electronics and Huawei Technologies (HWT.UL) have been selling folding phones; however, these devices have continued to appeal primarily to a niche market of tech enthusiasts. Despite the high price point, analyst firms like IDC anticipate that Apple will sell every foldable iPhone it manufactures and capture a 40% share of the profitable niche by the end of next year.


Analysts anticipate that Apple will gain advantages from its delayed entry into the folding phone market by successfully addressing essential engineering challenges, including the development of a sophisticated yet durable hinge capable of withstanding frequent use and reducing the visibility of creases at the screen's fold.

One key remaining challenge could be how effectively the devices resist dust and water, an area in which Google's most recent Pixel 10 Pro Fold outperformed Samsung's offerings with what is known as an IP68 rating, meaning the device is dust-tight and can be submerged in a meter of water.

Wednesday's event is anticipated to signify a significant shift in Apple's yearly product timeline.

Analysts predict that Apple will unveil new watches, but they believe the company will delay updates to its budget iPhone models until next spring, concentrating instead on the new folding device and the iPhone Pro and Pro Max lineup.

The initiative seeks to streamline Apple's yearly sales pattern, which usually experiences a significant increase in revenue during the holiday quarter in the U.S. and Europe.