Commentary: A US$2,000 iPhone gives Apple’s new CEO his Steve Jobs moment

When John Ternus succeeded Tim Cook as Apple's CEO, the new leader did not need an introduction to the company's 160,000+ employees. However, the public, most of whom were meeting Apple's new top boss for the first time, would be sizing up his leadership. Ternus's presentation on September 9 will set the tone for his tenure. Comparing Tim Cook's 2011 debut to his predecessor Steve Jobs, the contrast was immediately apparent in Cook's rigid presentation and measured style.

Since then, Cook's launches became increasingly slick and error-free. With Ternus stepping in, many Apple watchers hope for a return to Jobs' more enthusiastic and product-focused presentation style. As a senior vice president of hardware engineering, Ternus can credibly call these products his own, having been deeply involved in their development over his 25 years at Apple.

The foldable iPhone, priced at least US$2,000, will require Ternus to spend significant energy explaining its utility to consumers who may not see the immediate value in a larger screen. With sales of foldables making up just 2.2% of the global smartphone market, Apple's fortunes for the rest of the year and beyond will hinge on whether the foldable iPhone can bring new life to the iPhone segment.