Apple expected to unveil pricey folding iPhone in its 1st major overhaul in a decade

Thomson Reuters

· Posted: Sep 09, 2026 11:02 AM EDT | Last Updated: 7 minutes ago

Apple is widely expected to unveil a pricey folding iPhone at a launch event on Wednesday at its Cupertino, Calif., headquarters.

The event, the first with new CEO John Ternus at the helm, will be the most noticeable overhaul of Apple's flagship product since it removed the physical home button from the iPhone X in 2017. The iPhone brought in $209.6 billion US ($288.8 billion Cdn), or slightly more than half of Apple's sales, in its most recent fiscal year.

The keynote address will also be the first extended commentary from Ternus, who previously served as Apple's hardware chief but has kept a low public profile aside from a handful of product introductions and sustainability initiatives.

It will fall to Ternus to persuade Apple's customers that they need a foldable device that could cost more than $2,000 US (about $2,755 Cdn), a new high for a global brand that has defined mass luxury.

The first iPhone in 2007 mainstreamed touch-screen technology, years after it was developed. Now Apple is betting its first foldable phone can do the same for a format stuck in a niche despite years of efforts from Samsung and Chinese rivals like Huawei.

Even with a steep price tag, analyst firms such as IDC expect Apple will sell every foldable iPhone it can produce and secure a 40 per cent share of the lucrative niche by the end of next year.

• John Ternus is replacing Tim Cook as Apple CEO. But he faces a big challenge in AI

• Shocked by how much she used her smartphone, a tech reporter switched to a flip phone instead

Analysts also expect Apple to benefit from its late entry into the folding phone category by mastering key engineering challenges such as creating an elegant-but-sturdy hinge that can survive repeated opening and minimize how much of a crease shows where the screen folds.

One key remaining challenge could be how well the devices resist dust and water, an area in which Google's most recent Pixel 10 Pro Fold bested Samsung's offerings with what is known as an IP68 rating, meaning the device is dust-tight and can be dunked in a metre of water.

Samsung Galaxy Z Fold 7 phones are displayed during an event in New York on July 8, 2025. (Jeenah Moon/Reuters)

Wednesday's event is also expected to mark a major change in Apple's annual product schedule.

While analysts expect Apple to show off new watches, they anticipate the company will hold off on updates to its more affordable iPhone models until next spring and instead focus only on the new folding device and its iPhone Pro and Pro Max lineup.

The move is aimed at smoothing out Apple's annual sales cycle, which typically shows a large bump in revenue during the year-end holiday quarter for the U.S. and Europe.

Despite attracting attention with their large screen size, foldable phones have only secured a single-digit percentage share of the overall global smartphone market due to trade-offs — including inferior cameras, a shorter battery life and an awkward crease at the screen centre once the handsets are unfolded.

WATCH | iPhone survives fall from plane: