{
  "id": 6418501,
  "title": "Apple expected to unveil first folding phone, with new CEO Ternus in command",
  "url": "https://urgent.news/2026/09/09/apple-expected-to-unveil-first-folding-phone-with-new-ceo-ternus-in-6418501",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-09T11:07:03.000Z",
  "source": {
    "name": "Joy Business",
    "slug": "joy-business",
    "url": "https://www.myjoyonline.com/apple-expected-to-unveil-first-folding-phone-with-new-ceo-ternus-in-command/"
  },
  "original_language": "en",
  "account": "Apple is widely anticipated to unveil a high-end folding iPhone during a launch event on Wednesday at its headquarters in Cupertino, California. This event marks the first significant overhaul of Apple's flagship product since the removal of the physical home button in 2017. The iPhone generated $209.6 billion, or slightly more than half of Apple's sales, in its most recent fiscal year, making it a crucial product for the company.\n\nThe keynote address will also be the first extended presentation from new CEO John Ternus, who previously held the position of hardware chief. Ternus, who has a low public profile, will have the task of convincing Apple's customers to invest in a foldable device that could cost more than $2,000, a substantial increase for a brand that has long symbolized mass luxury.\n\nAlthough Samsung Electronics and Huawei Technologies have been selling folding phones since 2019, these devices have largely remained a niche among tech enthusiasts. However, despite their high price tag, analyst firms such as IDC expect Apple to sell all foldable iPhones they can produce and secure a 40% share of this lucrative niche by the end of next year. Analysts also anticipate Apple to benefit from its late entry into the folding phone category by successfully overcoming key engineering challenges. These challenges include creating an elegant but sturdy hinge that can withstand repeated opening and minimizing the visibility of the crease where the screen folds.\n\nOne remaining challenge could be how well the devices resist dust and water. While Google's Pixel 10 Pro Fold has set a benchmark with its IP68 rating, which makes the device dust-tight and capable of withstanding a dunk in a meter of water, Apple faces the task of matching this level of water and dust resistance in its folding iPhone.\n\nWednesday's event is also expected to represent a significant shift in Apple's annual product schedule. Analysts predict that, in addition to showcasing new watches, the company will postpone updates to its more affordable iPhone models until next spring. Instead, Apple will concentrate solely on the new folding device and its iPhone Pro and Pro Max lineup. This strategy aims to streamline Apple's annual sales cycle, which typically experiences a large revenue surge during the year-end holiday quarter in the U.S. and Europe.",
  "summary": "Apple is widely expected to unveil a pricey folding iPhone at a launch event on Wednesday at its Cupertino, California, headquarters.",
  "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."
}