Apple enters the era of the foldable iPhone on September 9

Apple has set September 9 as the date for its anticipated annual event to unveil new products, in a gathering that could mark one of the most significant milestones in iPhone history. Amid expectations that the company will reveal its first foldable phone alongside the iPhone 18 Pro and iPhone 18 Pro Max, the event is expected to draw intense scrutiny.

The company announced that the event will take place at Apple Park in Cupertino, California, under the theme “Surprise and Shine.” However, the anticipated gathering goes beyond the traditional launch of a new iPhone generation, with primary focus shifting to the foldable phone. If unveiled, this device would mark Apple’s entry into a market already contested by several companies, most notably Samsung.

The move holds significant commercial importance for Apple. Analysts believe that high-priced devices will be key drivers in raising the company’s average selling prices and supporting profit margin growth, even as the electronics industry faces pressures from rising component costs and shortages of memory and storage chips.

Expectations suggest that the first foldable iPhone will feature a screen size comparable to that of an iPad Mini when unfolded, placing Apple in direct competition within the foldable smartphone market, which is currently dominated by Samsung.

Despite their high prices, the industry is betting on growth in this segment. IDC forecasts that global shipments of foldable phones will grow by 12.6% this year, while Apple is expected to ship more than 17 million foldable iPhones by 2027.

Alongside the foldable device, Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max during the event. Reports indicate that the anticipated updates for these models will be incremental compared to the previous generation, rather than representing a comprehensive redesign.

In a departure from its usual launch schedule, the standard iPhone 18 is not expected to be among the devices announced in September. Reports suggest Apple is moving toward splitting the launch of its new smartphone lineup into two phases, delaying lower-priced models to 2027.

The September 9 event carries additional significance for Apple’s leadership, marking the first major product launch under the direction of John Ternus, who is scheduled to assume the role of CEO on September 1, succeeding Tim Cook, who will transition to the position of Executive Chair of the Board.