Apple’s September 9 keynote at Apple Park marks a pivotal moment for CEO John Ternus, who steps into the role once held by Steve Jobs. The event, titled Surprise and Shine,
will unveil the company’s first foldable iPhone, a device that analysts say could redefine Apple’s hardware ambitions or remain a niche offering. Tim Cook, who stepped down as CEO to become executive chairman, will watch from the sidelines after 15 years at the helm.
Ternus, Apple’s long-serving hardware chief, faces his first major test as CEO. His leadership will be evaluated not only on the foldable iPhone’s design but also on how it aligns with Apple’s broader AI strategy. Bloomberg Intelligence’s Woo Jin Ho noted that while the foldable could attract attention, it must prove its value beyond a “100-year flood” in memory pricing—a reference to soaring costs for high-bandwidth memory (HBM) and DRAM. Apple never had to be first to win the game, Ho said, highlighting the challenge of competing with Android’s foldable ecosystem.
Apple's First Foldable iPhone Headlines John Ternus's September 9
The foldable iPhone, potentially called the iPhone Ultra, is expected to carry a $2,000 price tag, according to Citi analysts. This aligns with Apple’s recent trend of raising prices amid chip shortages. Tim Cook acknowledged the pressure during his final earnings call, stating, We did it because we’re in what I would characterize as a 100-year flood on the memory pricing, with exponential increases in memory prices.
The device’s success may hinge on whether consumers accept such a premium for a category still seen as experimental.
The event, scheduled for September 9 at the Steve Jobs Theater, will be Ternus’s first product launch since succeeding Tim Cook this month. Cook was appointed executive chairman on September 1. Apple’s transition from Cook to Ternus reflects a shift from operational expertise to a more product-centric leadership style. Ternus, who joined Apple in 2001, has spent two decades shaping the company’s hardware, overseeing the development of the iMac G4, MacBook Neo, and Apple Watch.
Analysts at Bank of America view the keynote as a critical juncture for Ternus. He must show Apple’s hardware strength can carry into the AI era, the firm wrote. This includes the debut of an AI-driven Siri, which will compete with rivals like Google and Microsoft. Samsung’s mobile product management executive, speaking to CNN, welcomed the added competition, stating, More players in the foldable segment would help the category overall.
Apple's first foldable iPhone may cost $2,000
Citi projects 5 million units of the foldable iPhone will be sold in 2026’s second half, with another 2.3 million in 2027. However, Bloomberg Intelligence’s Woo Jin Ho downplayed these numbers, calling them “modest” compared to annual iPhone shipments. The company’s recent revenue guidance, which cited memory chip shortages, further complicates its outlook. Apple’s stock has been volatile ahead of the event, with investors wary of the foldable’s potential to cannibalize standard iPhone sales.
The foldable’s pricing strategy reflects broader industry challenges. Memory chip suppliers like SK Hynix and Micron have sold out of premium AI memory through 2026, leaving Apple and others to navigate a tight market. The memory chip market has tightened considerably, a Yahoo Finance report noted, as demand for HBM and DRAM used in AI servers outpaces supply. This dynamic has left Apple with limited options to offset costs, forcing it to pass them to consumers.
Apple’s lineup for the event includes the iPhone 18 Pro and Pro Max, along with updated Apple Watch models. A refreshed Siri AI assistant, leveraging modern large language model technology, will also launch. The event’s tagline, Surprise and Shine,
was included in media invites, with the keynote scheduled to begin at 10 a.m. Pacific time. Apple also announced new Mac Mini and Mac Studio models set to ship on September 22, 2026.
Apples erstes faltbares iPhone steht im Mittelpunkt der Keynote
Ternus’s leadership transition follows 15 years of Cook’s tenure, during which Apple’s revenue grew from $108 billion in 2011 to $416 billion in 2025. Ternus, a product manager with a focus on hardware, inherits a company navigating chip shortages, European AI regulations, and the pressure to innovate in a competitive market.
Apple’s decision to enter the foldable market comes as Samsung and Huawei dominate the segment, with Samsung’s Galaxy Z Flip and Fold lines leading sales. Analysts suggest Apple’s entry could accelerate adoption, though its premium pricing may limit accessibility. The company’s ability to balance innovation with affordability will be critical to the device’s success.
As the Sept. 9 event approaches, the focus remains on whether Ternus can balance innovation with profitability. The foldable iPhone’s fate may determine if Apple’s hardware roadmap can thrive in an era of AI-driven competition—and whether its new CEO can live up to the legacy of his predecessors.
