Apple is preparing for a major product event on September 9, with the company expected to introduce its latest iPhone series and potentially reveal its long-awaited foldable iPhone.
The foldable model could become an important milestone for Apple. Analysts expect the premium device to support higher selling prices and contribute to margin growth.
The event will also be significant for John Ternus, who is set to become Apple’s CEO on September 1. Ternus, the company’s longtime hardware chief, will take over from Tim Cook, who will move into the role of executive chairman.
Announced in April, Ternus’s appointment was widely viewed as a sign that Apple plans to strengthen its focus on its core device business.
Samsung Electronics currently leads the growing foldable smartphone market. Manufacturers are betting that foldable devices will eventually become mainstream despite their higher prices.
Foldable smartphones are also emerging as a potential growth area for consumer electronics companies facing pressure from a major shortage of memory and storage chips. The shortage has pushed up prices and weakened overall consumer demand.
Apple has raised prices across its Mac and iPad ranges to offset rising costs. However, the company said in July that it was facing “very significant” supply chain shortages and expected these issues to affect sales in the current quarter.
Analysts expect Apple’s foldable iPhone to feature a display similar in size to an iPad mini. Earlier this year, Samsung introduced a new passport-sized foldable phone as it seeks to protect its position against Apple.
Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027. Apple’s entry could support growth in the segment, with IDC forecasting a 12.6% increase in global foldable phone shipments this year. In contrast, global smartphone shipments are expected to decline by a record 16.7%.
At last year’s launch event, Apple introduced a slimmer iPhone Air and upgraded the base iPhone 17 models with several new features. The iPhone 17 lineup helped fuel a strong consumer upgrade cycle.
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