Apple has scheduled its next major launch event for September 9, a pivotal moment that will likely feature the debut of the company's newest iPhone lineup and possibly its first foldable smartphone. This event will also serve as the inaugural major product unveiling under incoming CEO John Ternus, who is set to assume leadership on September 1.
Ternus, previously the head of Apple's hardware engineering, was appointed CEO in April. Analysts have interpreted his promotion as a signal of Apple's focus on strengthening its core device offerings.
The introduction of a foldable iPhone is anticipated to be a key development, with analysts suggesting these high-end devices could drive increased average selling prices and improve profit margins. The foldable phone market, though currently dominated by Samsung Electronics, is seen as a growing sector with the potential to become mainstream despite its premium pricing.
Foldable phones are viewed as a bright spot for consumer electronics manufacturers, which have contended with widespread shortages of memory and storage chips. These shortages have led to price increases and dampened consumer demand across the industry. Apple has also raised prices on its Mac and iPad lines to mitigate rising costs, though the company has acknowledged facing significant supply chain constraints that could impact sales this quarter.
Industry observers expect Apple's foldable iPhone to feature a screen size comparable to the iPad mini. Last year, Apple introduced the iPhone Air and enhanced its iPhone 17 base models with upgraded features, which reportedly boosted consumer upgrade cycles.
Research firm IDC projects that Apple could ship over 17 million foldable iPhones by 2027. The company's entry into this market is also considered crucial for growth, with IDC forecasting a 12.6% increase in foldable phone shipments this year, contrasting with a projected record 16.7% decline in global smartphone shipments overall.