Apple is slated to unveil its first foldable smartphone, featuring passport-like dimensions and dual screens, during a product event on Sept. 9, 2026, according to media reports and financial service Bloomberg. The device marks a major category expansion for the company under new chief John Ternus, though market researchers at IDC project the tech giant will claim 31 percent of the foldable market by volume and 44 percent of its revenue by 2027 despite a late entry.
Market Projections and Competitive Landscape
Foldable phones remain a niche category despite years of availability from competitors like Samsung, Huawei, and Google with its Pixel lineup, according to market data. IDC forecasts that Apple will capture the market leadership position within 12 months of launching the device. Huawei currently holds about every second sold foldable smartphone globally, though U.S. sanctions restricting access to Google services and domestically developed chips have largely pushed the Chinese brand out of Western markets, as reported by IDC.
Internationally, Samsung has driven the foldable phone category in recent years. The South Korean manufacturer released the Galaxy Z Fold8 in Europe starting at 1,999 euros over the summer to preempt Apple’s entry, shifting away from earlier narrower models that unfolded into square displays.
Pricing and Hardware Compromises
IDC expects the foldable iPhone to command a high retail price. Bloomberg reported that Apple initially targeted a price point of around 1,999 dollars, but rising costs for memory chips pushed the baseline entry price closer to 2,199 dollars before taxes in the U.S.
To hit production and design targets for the folding form factor, Apple made specific compromises compared to standard flagship models like the iPhone Pro. According to Bloomberg, the foldable device lacks a telephoto lens and relies on fingerprint recognition rather than FaceID.
Additional Product Announcements and Hardware Shifts
Alongside the foldable phone, Bloomberg reported that Apple plans to introduce the iPhone 18 Pro and new Apple Watch models. A key question remains whether Apple will raise prices on the Pro lineup, having previously spared iPhones from broad price increases driven by memory costs. Meanwhile, standard versions of the new iPhone generation will deviate from traditional release cycles and launch in the spring, according to Bloomberg’s sources.
Frequently Asked Questions
When is Apple expected to reveal the new foldable iPhone?
Apple is expected to unveil the device on Sept. 9, 2026, during its product event, according to Bloomberg.
How much will the foldable iPhone cost?
IDC projects a high retail price, while Bloomberg reports an expected pre-tax starting price of 2,199 dollars in the U.S. due to memory chip costs.
What market share does IDC project for Apple’s foldable phone?
IDC forecasts that Apple will capture 31 percent of the foldable smartphone market by volume and 44 percent by revenue by 2027.
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