"Where Africa Comes to Stay Informed."
US Edition
Thursday, August 27, 2026
"Where Africa Comes to Stay Informed."
Apple is preparing for one of the most closely watched product launches in years, with the company expected to unveil a major new addition to its iPhone family at its September 9 event.
The event will mark a significant moment for Apple for another reason: it will be the first major product presentation under John Ternus, who became the company's chief executive after taking over from longtime CEO Tim Cook on September 1, 2026.
Apple has officially confirmed the September 9 event, but has not revealed exactly which products will be introduced. The invitation carries the tagline “surprise and shine,” giving little away about what is coming.
However, expectations are high that Apple could finally enter the foldable smartphone market with its first-ever foldable iPhone.
The potential arrival of a foldable iPhone would represent one of the biggest changes to Apple's smartphone strategy in years.
Foldable smartphones have already become an established category, with companies such as Samsung leading the market. Apple, meanwhile, has remained on the sidelines despite years of speculation about a foldable device.
That could change at this year's September event.
A foldable iPhone would give Apple an opportunity to compete directly in a premium segment where Samsung has built a strong presence. Analysts also believe Apple's entry could help make foldable smartphones more mainstream.
Samsung itself has welcomed the possibility of Apple entering the market, arguing that greater attention on foldable devices could benefit the entire category.
While the new hardware will likely dominate headlines, the September event will also be closely watched because of Apple's leadership transition.
Ternus, who has spent much of his Apple career focused on hardware engineering, now has the opportunity to establish his priorities as CEO.
One area expected to receive particular attention is artificial intelligence.
Apple has faced criticism for moving more slowly than some technology rivals in developing and deploying AI-powered products and services. Under Ternus, analysts expect the company to place greater emphasis on integrating AI into its hardware ecosystem.
Bank of America analysts have suggested that Ternus could use Apple's enormous device ecosystem as a foundation for the company's next phase of growth in an AI-driven technology market.
Although the foldable iPhone could be the headline announcement, Apple is expected to introduce additional products during its September presentation.
The company traditionally uses its September event to launch new iPhone models and Apple Watch updates, meaning consumers could have several new devices to consider.
The event could therefore become an important showcase of Apple's broader hardware strategy under its new leadership.
Consumers may also be watching the event closely for another reason: pricing.
The smartphone industry has been dealing with higher component costs, particularly amid increased demand for memory and computing hardware linked to the rapid growth of artificial intelligence.
Apple has already increased prices on some of its other products, raising speculation that new iPhone models could also become more expensive.
A foldable iPhone would likely occupy the ultra-premium end of Apple's lineup. Foldable smartphones generally command significantly higher prices than conventional flagship phones.
Samsung's premium foldable models, for example, already approach the $2,000 mark, illustrating just how expensive this category can become.
Some industry analysts believe consumers may therefore need to adjust their expectations around the price of Apple's next-generation iPhones, particularly if the company introduces a foldable model.
Apple's September product presentation is normally one of the company's biggest events of the year, but this edition carries additional significance.
It will combine a major leadership transition, a potentially revolutionary iPhone design and Apple's response to the rapidly changing AI landscape.
For Ternus, it represents his first major opportunity to communicate what the next chapter of Apple could look like.
If Apple does unveil a foldable iPhone, the company could also reshape the competitive landscape of the foldable smartphone market overnight.
All eyes will therefore be on Apple on September 9, as the technology giant prepares to reveal what could be its most significant iPhone development in years.
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