Apple’s new CEO, John Ternus, faces his first major test on September 9 as the company unveils its first foldable iPhone, priced above US$2,000, in a bid to challenge Samsung’s dominance in the niche but growing market.
The Foldable iPhone: A New Era for Apple?
The foldable iPhone, expected to be called the “Ultra” model, is part of a broader product lineup that includes the iPhone 18 Pro and Pro Max, both featuring a 2nm A20 Pro chip and a smaller Dynamic Island. According to straitstimes.com, the device’s development has been a long-term project under Ternus’s leadership, who took over as CEO this week. The US$2,000 price point—$500 more than the standard iPhone 18—signals Apple’s intent to enter the premium segment of the foldable market, a category Samsung has already navigated with its Galaxy Z Fold series. Analysts at Bank of America highlighted the potential for the foldable to cement Apple’s device dominance in an AI-enabled era,
though they noted the company is entering a market where Samsung has already established a foothold.
The design details remain speculative, but indiatoday.in reports that the foldable could adopt a “book-style” form factor, with a 5.3-inch cover screen and a 7.7-inch internal display.
Leadership Transition and Market Expectations
Ternus’s tenure as CEO begins amid heightened scrutiny, as investors and analysts closely watch his ability to navigate the challenges of leading Apple’s hardware and AI strategy. finance.yahoo.com notes that Ternus has never led an iPhone launch as CEO, and the event will serve as a critical test of his leadership. The report highlights both “bull” and “bear” scenarios: a successful launch could bolster confidence in Apple’s ability to innovate, while a weak reception might amplify concerns about the company’s capacity to adapt to evolving market demands.
Samsung’s mobile executive, quoted in finance.yahoo.com, acknowledged the potential for Apple’s entry to expand the foldable market. The more visibility there is on the category, the better,
the executive said, suggesting that competition could drive growth rather than cannibalize existing sales. However, straitstimes.com warns that Apple’s late entry means it must differentiate itself against a mature competitor
rather than defining the category from scratch.
Analysts Weigh In: Opportunity or Risk?
The market’s reaction to the foldable will also depend on broader trends, including the adoption of AI-powered features. finance.yahoo.com highlights that the iPhone 18 lineup is expected to include an AI-driven “Siri AI” assistant, which could position Apple to compete with rivals like Google and Microsoft.
What Comes Next for Apple?
As Apple prepares for its September 9 event, the company faces a delicate balancing act: proving its ability to innovate while managing the expectations of investors and consumers. The foldable iPhone represents a significant departure from Apple’s traditional product strategy, but its success will hinge on whether it can carve out a unique identity in a market where Samsung has already set the standard. straitstimes.com notes that the device’s launch will also test Ternus’s ability to reconcile Apple’s legacy of incremental improvements with the demands of a rapidly evolving tech landscape.
For now, the key question remains: Will the foldable iPhone be a game-changer for Apple, or will it struggle to meet the lofty expectations set by years of speculation? The answer will shape not only the company’s near-term trajectory but also its long-term position in the global smartphone market.
