Apple is set to unveil its newest generation of iPhones on Wednesday, in an event that is widely expected to include the introduction of a foldable smartphone. This launch marks a significant moment for the company's new CEO, John Ternus, who assumed the leadership role on September 1.
While competitors such as Samsung, Motorola, and Google have already released foldable devices, Apple has historically adopted a more cautious approach to adopting new technologies. Forrester analyst Dipanjan Chatterjee commented that this strategy is characteristic of Apple, suggesting the company often waits for emerging technologies to mature and demonstrate market viability before entering the space. "The foldable launch is straight out of Apple’s playbook: Wait for the product to work out its kinks and for the market to offer glimpses of viability, then enter and shape the category," Chatterjee said. He added that foldables currently represent a small fraction of the smartphone market, and the success of Apple's entry will depend on its ability to grow this segment.
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The upcoming iPhone 18 models are anticipated to be more expensive than previous generations, partly due to a global shortage of memory chips. For reference, the iPhone 17 lineup earlier this year ranged in price from $799 to $1,999, depending on the specific model.
Earlier in the year, Apple announced advancements in artificial intelligence, including updates to its Siri voice assistant. These updates highlighted the company's focus on privacy and everyday usability, as Apple seeks to compete more effectively with rivals in the AI space.
Ternus's Vision for Apple
The keynote address, delivered from Apple's headquarters in Cupertino, California, is expected to signal the direction of Ternus's leadership. Chatterjee noted that Ternus takes over a highly successful company, presenting both opportunities and challenges. "John Ternus inherits perhaps the most successful consumer technology juggernaut in modern times. That is both a boon and a burden for him. Tim Cook’s perfected execution, scale, and monetization set a high bar, and Ternus must extend that run," he said. "But he must sustain that momentum while positioning Apple to disrupt itself in the near future, when the iPhone, or any smartphone for that matter, will cease to be the consumer’s primary conduit to the world."
Last year's iPhone 17 series, which featured a new ultra-thin model named 'Air'—a designation previously used for Apple's slimmer iPads and Mac computers—has performed well in sales.