Apple is set to hold its next major launch event on September 9, where the technology giant is expected to unveil its latest iPhone series and potentially its long-awaited foldable iPhone, according to Reuters.
The event will mark the first major product launch under incoming CEO John Ternus, who will take over as chief executive on September 1 as Tim Cook transitions to executive chairman.
The potential launch of a foldable iPhone could mark a significant new chapter for Apple, with analysts expecting the premium device to support higher average selling prices and margin growth.
Apple is expected to introduce a foldable model with a screen comparable in size to an iPad mini. The move would put the company in direct competition with Samsung Electronics, which currently dominates the niche but growing foldable smartphone market.
The foldable segment is expected to remain one of the brighter spots in the consumer electronics industry, particularly as manufacturers grapple with higher memory and storage chip costs that have pushed up prices and weighed on consumer demand.
Apple has already raised prices across its Mac and iPad line-ups to offset rising costs, while warning in July that supply chain shortages remained “very significant” and could weigh on sales in the current quarter.
Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027, highlighting the potential scale of the new product category. It also forecasts global foldable smartphone shipments to rise 12.6% this year, even as overall smartphone shipments are expected to decline 16.7%.
Apple’s latest iPhone launch last year included a slimmer iPhone Air and upgraded features for its iPhone 17 range, helping drive a strong consumer upgrade cycle.
With Ternus taking the helm, the September 9 event will therefore carry added significance as Apple seeks to build on its hardware strengths while finding new avenues for growth.
