Apple Unveils Foldable iPhone at September 9 Event

Apple is set to hold its next product launch event on September 9 at Apple Park in Cupertino, marking incoming CEO John Ternus's first major event since taking over from Tim Cook. The event will be a crucial test for Ternus as he looks to cement Apple's dominance in the AI-enabled era.

The highly-anticipated event is expected to reveal several new products, including the iPhone 18 Pro and Pro Max, which will feature improved AI capabilities thanks to the 2-nanometer A20 Pro chip. This will be the first foldable iPhone from Apple, and analysts expect it to lift the company's average selling prices and margins.

Samsung Electronics currently dominates the still-niche foldable smartphone market, but the entry of a major player like Apple could help expand total demand rather than simply redistributing existing Samsung sales. In fact, even Samsung is welcoming Apple's entry into the market, with a mobile product management executive stating that more players in the category would increase visibility and help the market overall.