Apple scheduled its next product launch for September 9, where the company is expected to unveil a new iPhone lineup that may include its first foldable model.
The event follows the announcement in April that John Ternus would succeed Tim Cook as chief executive officer, effective September 1. Cook will transition to chairman of the board. The leadership change coincides with Apple’s push into new product categories, including foldable smartphones.
Analysts anticipate the foldable iPhone to resemble the iPad mini in size, positioning it within a niche market currently dominated by Samsung Electronics. The South Korean firm recently introduced a passport-sized foldable device, underscoring its lead in the segment.
The International Data Corporation projects global foldable phone sales to rise 12.6% this year, while total smartphone sales are expected to decline 16.7%. Despite the broader market contraction, Apple’s foldable iPhone could reach over 17 million units sold annually by 2027, according to IDC estimates.
Last year, Apple unveiled a thinner "iPhone Air" and upgraded base models of the iPhone 17 with enhanced features, which contributed to a strong upgrade cycle among consumers. The upcoming launch will be closely watched for further innovation amid a challenging smartphone market environment.
