Apple is scheduled to host its next launch event on September 9, where the company is expected to unveil its newest iPhone series and potentially its foldable phone, according to reports from Reuters and CNN. The high-profile debut marks a critical turning point for the tech giant as it navigates a competitive market and transitions leadership.
John Ternus Takes the Helm at Apple
According to Reuters reporting, the September keynote will mark the first major event under incoming CEO John Ternus. Ternus, who previously served as Apple’s hardware chief, is set to take over the role on September 1 as Tim Cook transitions to executive chairman, a succession plan announced in April.
CNN reports that industry watchers view the leadership change as a signal of Apple’s renewed focus on core device engineering. Bank of America analysts wrote in an August research note cited by CNN that “Ternus could cement Apple’s device dominance in an AI enabled era,” given his hardware background and the company’s push into new artificial intelligence-powered gadgets.
The Competitive Landscape for Foldable Smartphones
Samsung Electronics currently dominates the niche market for foldable phones, but industry analysts told Reuters and CNN that Apple’s entry could finally push the category into the mainstream. Samsung’s senior vice president of mobile product management, Drew Blackard, told CNN in July that “the more visibility there is on the category, the better.”
Market research firm IDC predicts a 12.6% jump in foldable phone shipments this year, contrasting with a broader projected 16.7% decline in global smartphone shipments. IDC further projects that Apple will ship more than 17 million foldable iPhones by 2027.
Did you know? According to CNN, the iPhone accounts for roughly half of Apple’s revenue, making it the company’s most profitable product.
Supply Chain Pressures and Rising Consumer Prices
Consumer electronics companies have faced setbacks due to a severe shortage of memory and storage chips, which have resulted in price hikes. According to Reuters, Apple lifted prices across its Mac and iPad line-ups and said in July that supply chain snags would dampen sales in the current quarter.
Because foldable devices require specialized engineering and premium components, experts expect them to carry high price tags. Mike Howard, vice president of memory coverage at research firm TechInsights, told CNN that consumers should “start thinking about a $1,500 iPhone instead of a $1,000 (or) $1,200 iPhone.”
Pro Tip for Buyers: Keep an eye on trade-in values during the September launch window. High-end smartphone releases often trigger aggressive carrier promotions to offset steeper retail price points.
Frequently Asked Questions
When is Apple’s September 2026 launch event?
Apple will host its next launch event on September 9, according to Reuters and CNN.
Who is taking over as Apple CEO?
John Ternus, Apple’s longtime hardware chief, is taking over at the company on September 1, while Tim Cook transitions to the role of executive chairman, as reported by Reuters.
What new products are expected at the September event?
According to Reuters and CNN, Apple is expected to unveil its newest iPhone series, Apple Watches, and potentially its foldable phone.
How much will a foldable iPhone cost?
While Apple has not released official pricing, industry experts cited by CNN estimate that foldable iPhones could push retail prices toward the $1,500 mark due to component costs and ongoing memory shortages.
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