Apple CEO John Ternus to unveil first foldable iPhone at launch event

Apple Unveils First Foldable iPhone as New CEO Takes the Stage

Apple’s annual product launch event on September 9, 2026, marked a pivotal moment for the tech giant as new CEO John Ternus introduced the company’s first foldable smartphone, the iPhone Duo, during the "Surprise and Shine" keynote. The event, held at Apple Park in Cupertino, California, also featured the debut of the iPhone 18 Pro and Pro Max models, alongside updates to Apple’s AI ecosystem and wearable technology.

The foldable iPhone, described as a book-style device with a tablet-like display, represents Apple’s long-awaited entry into a market dominated by Samsung and Huawei. While competitors have sold foldable phones since 2019, the category remains a niche segment, with challenges including durability, pricing, and user adoption. Apple’s entry is expected to leverage advancements in hinge technology and manufacturing to address these issues, though the device’s $2,000 price tag positions it as a premium offering.

Ternus’s Debut as CEO Focuses on AI and Product Evolution

Ternus, who assumed leadership on September 1, 2026, emphasized Apple’s commitment to privacy and AI during the keynote. He positioned the iPhone as an "intelligent personal hub," highlighting the integration of Apple Intelligence, a revamped Siri assistant, and on-device AI processing. The new Siri AI, set to launch with iOS 27, will work across 300,000 apps, though its availability is delayed in the EU and China due to regulatory constraints.

The CEO also outlined a shift in Apple’s product release strategy. While the iPhone 18 Pro models were unveiled, the standard iPhone 18 is expected to launch later in 2027, alongside a new iPhone Air. This approach aims to smooth out Apple’s annual sales cycle, which typically sees a significant revenue bump during the holiday quarter. The foldable iPhone and Pro models will take center stage this year, with more affordable models delayed until spring 2027.

Market Reactions and Engineering Challenges

Apple’s stock opened slightly lower on September 9, reflecting investor uncertainty about the foldable iPhone’s pricing and market reception. Analysts at KeyBanc Capital Markets warned that a $2,000 price point could hurt sales volume, though the device’s premium positioning aligns with Apple’s history of commanding high prices for its flagship products. The company’s iPhone segment generated $209.6 billion in revenue in fiscal 2025, underscoring the stakes of the foldable launch.

Engineering challenges remain a focus for Apple. The foldable iPhone’s hinge design and durability are critical, as Samsung’s Galaxy Z Fold 8 and Huawei’s foldables have faced criticism for visible screen creases and susceptibility to damage. Apple’s engineers are reportedly working to minimize creasing and improve water and dust resistance, with the Pixel 10 Pro’s IP68 rating cited as a benchmark. The company also highlighted a next-generation vapor chamber cooling system for the iPhone 18 Pro models, designed to enhance performance without a cooling fan.

Frequently Asked Questions

The success of the foldable iPhone will hinge on Apple’s ability to balance innovation with practicality. As Ternus takes the helm, the device represents both a technological milestone and a test of the company’s strategy to redefine the smartphone market. With the iPhone 18 Pro models already in stores and the foldable’s release imminent, Apple’s next steps will shape the trajectory of its 2026 product lineup and its broader ambitions in AI and hardware innovation.