Apple Folding iPhone Set for Major CEO Test

Published: 09 September 2026.The English Chronicle Desk. The English Chronicle Online.

Apple is expected to unveil its first foldable iPhone at its annual autumn product launch on Wednesday, marking what could become one of the most significant changes to the company’s flagship smartphone since the original iPhone transformed the mobile industry almost two decades ago.

The anticipated device is expected to feature a foldable design that allows the phone to open and close like a passport, giving users access to a much larger display when the device is unfolded. The launch would place Apple in a market where several rivals have already introduced foldable smartphones, while giving the company a new opportunity to redefine its premium mobile offering.

The event, titled “Surprise and Shine”, is scheduled to begin at 10am Pacific time at Apple’s campus in Cupertino, California. However, the product announcement is attracting attention for another major reason. It will be the first major public product launch for John Ternus as Apple’s chief executive after he formally took over the role on 1 September.

Ternus has replaced Tim Cook, who led Apple for more than a decade and oversaw the company through the expansion of the iPhone, Apple Watch, AirPods and a growing range of services. His first appearance as chief executive at a major launch therefore carries considerable significance, particularly as Apple prepares to introduce a product category that could represent a new chapter for the iPhone.

The foldable iPhone is expected to occupy the highest end of Apple’s smartphone range. Reports indicate that the device could cost more than $2,000, potentially making it substantially more expensive than some competing foldable smartphones already available on the market.

One example is Google’s Pixel 11 Pro Fold, which is priced at around $1,899. Apple’s expected pricing would reinforce the company’s strategy of positioning its most technologically advanced products at the premium end of the market.

The final name of the device remains uncertain. Speculation has centred on names including iPhone Fold and iPhone Ultra, but Apple has not publicly confirmed the branding. The company is also expected to reveal other products during the event, meaning the foldable handset may form part of a broader refresh of its hardware portfolio.

Apple has reportedly been exploring foldable display technology for several years. Prototypes of a folding iPhone display were being tested as early as 2021, although there was no clear commitment at the time to bringing such a device to consumers.

The technology appears to have progressed significantly since then. The anticipated model is expected to measure about 5.5 inches when closed and approximately 7.8 inches when fully opened. Such a configuration would allow the handset to function as a conventional smartphone while providing a tablet-like display when unfolded.

The design could also involve significant changes to Apple’s established biometric technology. Reports suggest the extremely thin construction of the foldable device may prevent Apple from including the hardware required for Face ID. Instead, the company is expected to rely on Touch ID for biometric authentication.

If confirmed, the move would represent an unusual departure for Apple, which has increasingly relied on facial recognition technology across its flagship iPhone range. The return or expansion of Touch ID on a premium device would demonstrate how foldable hardware can require compromises in order to accommodate a thinner and more flexible design.

Apple is expected to introduce more conventional smartphone upgrades alongside the foldable model. New iPhone 18 Pro and iPhone 18 Pro Max devices are expected to be among the announcements, ensuring that customers interested in traditional smartphone designs will also have new hardware to consider.

Despite the attention surrounding foldable phones, they remain a relatively small part of the overall smartphone market. Standard smartphones continue to dominate consumer purchases, and Apple has continued to benefit from strong demand for its existing iPhone range.

That means the foldable iPhone will not necessarily be expected to replace the company’s conventional models. Instead, it could serve as a premium addition designed to attract customers willing to pay significantly more for a new form factor and larger screen.

The success of the device could nevertheless influence Apple’s broader product strategy. Foldable smartphones have been available from competitors since the late 2010s, but Apple has so far remained outside the category. The company’s entry could bring considerable attention to foldable technology and potentially accelerate adoption among consumers who have previously been reluctant to move away from traditional smartphone designs.

Apple is also expected to announce updates to other products, including its Apple Watch and AirPods ranges. Further announcements could follow over the coming months, with reports suggesting the company is preparing additional hardware products beyond those presented at the September event.

One particularly notable development could be Apple’s first touchscreen MacBook. If introduced, such a product would represent another significant change for a company that has historically kept touchscreen functionality separate between its iPad and Mac product lines.

For Ternus, however, the focus will remain firmly on the new generation of iPhones. His first major launch as chief executive will be closely watched for clues about Apple’s future direction following Cook’s departure from the top position.

In a message to employees after taking over as chief executive, Ternus expressed enthusiasm about products already under development as well as future products that have not yet been imagined. He also highlighted the scale of the launch ahead, suggesting that Apple views the event as an important moment for the company.

Ternus has spent years at Apple and has been closely associated with the company’s hardware development. His appointment represents an effort to maintain continuity in Apple’s leadership while placing a senior product-focused executive at the centre of the company’s next phase.

That background could prove particularly relevant as Apple seeks to introduce new hardware categories without weakening the appeal of its existing products. The iPhone remains one of the most important products in Apple’s business, and any major change to its design carries both enormous commercial potential and significant risk.

A foldable iPhone must overcome several technical challenges, including durability, display reliability, battery capacity and the complexity of a hinge mechanism. Consumers will also be looking closely at how thin the device feels when folded and how comfortable it is to use when opened.

Apple’s approach could therefore differ from the foldable designs already offered by competitors. Rather than simply matching existing products, the company is likely to emphasise integration between hardware, software and services as it attempts to make the new form factor feel distinctly like an iPhone.

Pricing could become one of the biggest barriers to widespread adoption. A starting price above $2,000 would place the device firmly beyond the reach of many smartphone buyers. Apple may therefore be targeting technology enthusiasts and affluent consumers initially, rather than attempting to make the foldable iPhone a mainstream replacement for conventional models.

The company will also have to demonstrate that the additional cost provides meaningful benefits. A larger display and new design may attract attention, but consumers could remain cautious if the device is substantially more expensive than Apple’s existing premium smartphones.

For Apple, Wednesday’s launch is therefore about more than introducing another product. It represents an opportunity to demonstrate its ability to enter an established but still developing category and potentially reshape expectations around foldable smartphones.

It is also the first major test of Ternus’s leadership in front of a global audience. The response to the foldable iPhone, the wider iPhone 18 range and Apple’s other hardware announcements could help shape perceptions of the new chief executive during the early months of his tenure.

If the foldable iPhone delivers on expectations, it could become an important new pillar of Apple’s premium hardware strategy. If consumers fail to embrace the high price or unfamiliar design, the company may instead find that its traditional iPhone lineup remains the stronger commercial proposition.

Either way, Apple’s decision to enter the foldable smartphone market marks a notable moment for the company and the wider mobile industry. Nearly 20 years after the first iPhone changed the way people viewed mobile phones, Apple is once again preparing to alter the physical form of its most important consumer device.