RismadarVoice Reporters
September 9, 2026
Apple’s new Chief Executive Officer, John Ternus, is set to face his first major test as the technology giant prepares to unveil a range of new products, including its long-awaited foldable iPhone.
The company is expected to showcase the devices at its annual late-summer hardware event in Cupertino, California, on Wednesday.
The event, scheduled for 10 a.m. local time (5 p.m. GMT), will be the first major product launch under Mr Ternus, who assumed office on September 1, succeeding Tim Cook.
Mr Ternus, 51, joined Apple’s design team in 2001 and rose through the company’s ranks to lead the engineering teams responsible for its product lineup, including the iPhone, which remains Apple’s biggest revenue generator.
In his first company-wide email as CEO last week, Mr Ternus described the upcoming event as “phenomenal.”
The biggest attraction is expected to be Apple’s first foldable smartphone, which reports suggest could be called the iPhone Ultra and carry a starting price of about $2,000.
Like Samsung’s foldable devices, the phone is expected to feature a smaller external display when folded and a much larger screen that opens out when the device is unfolded.
The design combines the portability of a conventional smartphone with a larger display similar to that of a tablet.
The launch represents a significant challenge for Apple, which has struggled to produce another major consumer hit on the scale of the iPhone and AirPods.
Samsung introduced the Galaxy Fold in 2019, becoming one of the first companies to bring foldable smartphones into the mainstream. Its Galaxy Z Fold series has since become one of the leading products in the category.
Although foldable smartphones account for less than two per cent of global smartphone shipments, research firm IDC expects Apple to capture about 31 per cent of the foldable market by the end of 2026 and potentially reach 40 per cent in 2027.
“Apple’s foldable iPhone is very likely to shift the competitive dynamics both in China and global markets,” IDC research associate Kiranjeet Kaur told AFP.
The launch comes at a time when the global smartphone industry is facing rising costs linked to strong demand for advanced chips driven by the artificial intelligence boom.
IDC projects that global smartphone shipments could fall by more than 16 per cent this year, while average device prices may increase by more than 27 per cent.
Ms Kaur said foldable phones were also affected by shortages of memory chips, although their higher prices could reduce the impact compared with lower-cost smartphones.
“Foldable phones are not immune to the memory supply shortages, but the relative impact is lower considering these phones are already priced in the higher-range,” she said.
Apple may also unveil new versions of its flagship products, although uncertainty remains over whether the company will release a standard entry-level iPhone this year.
Reports suggest Apple could initially introduce only the higher-end iPhone 18 Pro and iPhone 18 Pro Max, with the more affordable iPhone 18 potentially delayed until next year.
The foldable iPhone is reportedly expected to be roughly the size of a passport when folded and could feature two rear cameras: a standard lens and an ultra-wide lens.
Apple is also expected to introduce an upgraded Siri powered by artificial intelligence across several of its new devices.
Other products that could feature at the event include new Apple Watch models, AirPods, an Apple TV device and an updated HomePod mini.
The company is also reportedly developing a seven-inch device designed to serve as a smart-home hub, although it remains unclear whether that product will be unveiled at Wednesday’s event or later in the year.
