Apple is expected to unveil its first foldable smartphone at a Wednesday event, according to Bloomberg, marking the company's first move into the still-niche foldable-phone market. When folded, the device is said to measure roughly the size of a passport.
The event marks the first major product announcement under new Apple CEO John Ternus, who took over the top job at the start of the month. Also on Wednesday, Apple is expected to introduce the iPhone 18 Pro. Bloomberg reported at 19:00 Central European Summer Time. The standard version of the new iPhone generation will instead arrive next spring, breaking from Apple's customary fall launch cadence, according to people familiar with the matter.
Foldable smartphones remain a niche category despite years of offerings from Samsung, Huawei, and Google with its Pixel phones. However, market-research firm IDC forecasts that Apple could claim leadership in the segment within 12 months of its debut, despite entering late.