Apple expected to unveil first folding phone, with new CEO Ternus in command

According to Business Recorder, the US technology group is anticipated to present a high-priced folding iPhone during a Wednesday presentation at its headquarters in Cupertino, California. The session will be the first to feature new chief executive John Ternus, who previously led Apple's hardware division. The iPhone produced $209.6 billion in the latest fiscal year, just above half of the company's total sales.

Ternus will have to persuade customers that a foldable costing over $2,000 is worth buying, a new high for a brand known for mass luxury. Samsung and Huawei have sold folding phones since 2019, yet the category has stayed niche, and IDC expects Apple to sell every unit it can make and capture 40% of the segment by the end of next year. Analysts expect Apple to benefit from arriving late by mastering hinge durability and crease reduction, though dust and water resistance remains an open question after Google's Pixel 10 Pro Fold earned an IP68 rating.

Wednesday's event is also expected to change Apple's product calendar, with new watches likely but no refresh of the more affordable iPhone range until next spring. Instead, the company is reportedly focusing on the foldable model and the iPhone Pro and Pro Max line-up. The shift aims to smooth out Apple's annual sales cycle, which typically peaks in the holiday quarter for the US and Europe.