{
  "id": 6292953,
  "title": "Apple's Ternus faces AI test as foldable iPhone takes centre stage",
  "url": "https://urgent.news/2026/09/08/apples-ternus-faces-ai-test-as-foldable-iphone-takes-centre-stage",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-08T15:34:00.000Z",
  "source": {
    "name": "Gulf Times Business",
    "slug": "gulf-times-business",
    "url": "https://www.gulf-times.com/article/732818/business/apples-ternus-faces-ai-test-as-foldable-iphone-takes-centre-stage"
  },
  "original_language": "en",
  "account": "When new Apple CEO John Ternus unveils the company's latest products on Wednesday, Wall Street expects him to demonstrate that Apple can still innovate with hardware and create a virtual assistant capable of competing in the AI race. Analysts anticipate the unveiling of a new iPhone that folds like a passport at Apple's Cupertino headquarters, potentially becoming the leader in the emerging folding phone market despite an anticipated price above $2,500 and less advanced cameras and processors. The company has also announced a major overhaul of Siri, partly by incorporating Google's AI technology, which could prove to be Ternus' first significant success after years of delays. A successful Siri revamp by the end of the year could enable Apple to rival Google's Gemini assistant, according to analysts.\n\nDespite the AI race, investors have largely overlooked Apple's slow progress in generative AI due to the company's billion-plus device installed base and loyal customer base. Ternus now faces pressure to prove that Apple devices are the best way to utilize AI, which could determine whether he inherits Tim Cook's momentum or struggles to catch up. Apple is expected to update its premium iPhone Pro and Pro Max models but postpone refreshing the iPhone Air and base and budget lines until spring, focusing on promoting the folding phone as the star of the event.\n\nEven with a $2,500 price tag, Apple's foldable is expected to sell well, particularly because of the brand's ability to create an aura of exclusivity, luxury, and scarcity. Senior research director Nabila Popal of IDC believes the phone could generate over $45 billion in revenue for Apple by the end of next year, even though foldables currently make up a single-digit percentage of the phone market. The folding phone's main appeal lies in its novelty after nearly two decades of traditional candybar-style phones. Although Samsung, Google, and China's Huawei have sold folding phones since 2019, analysts anticipate Apple could benefit from entering the market later and overcoming key engineering challenges, such as a durable hinge and minimizing screen creases. Industry analyst Anshel Sag notes that Apple has learned from its competitors' successes and failures. Ternus' biggest challenge will be convincing customers to adopt the revamped Siri and convincing them, as well as third-party developers, that Apple can keep pace with rivals like OpenAI, which release updates frequently, while Apple traditionally moves more slowly.",
  "summary": "When new CEO John Ternus unveils Apple's latest products on Wednesday, Wall Street expects him to show that the company can still deliver breakthrough hardware and a Siri virtual assistant capabl...",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}