Apple’s Foldable iPhone Debut Marks Ternus’s First Event as CEO

Apple CEO John Ternus will take the stage for the first time on Wednesday at the company’s annual iPhone launch event, just over a week after officially succeeding Tim Cook on September 1. Ternus is widely expected to oversee the debut of Apple’s first foldable iPhone alongside updates to the iPhone 18 Pro lineup and Apple Watch series, marking a symbolic start to his tenure.

Foldable Expected to Carry Premium Price Tag

Reports indicate the foldable iPhone will share styling similarities with competing devices from Samsung, though it’s expected to be priced above $2,000, higher than Samsung’s comparable Galaxy Z Fold models. Despite the steep cost, the device could attract strong interest from loyal Apple customers seeking an alternative to the standard phone form factor. Apple shares wavered slightly ahead of the event.

Additional Updates Expected Across Product Lineup

Alongside the foldable, Apple is set to unveil updated iPhone 18 Pro models featuring a newer processor and enhanced camera capabilities, along with the Apple Watch Series 12 and Watch Ultra 4. Some reports suggest Apple may delay its standard iPhone 18 launch until early next year, a potential shift in strategy that could help spread revenue more evenly throughout the year. The event also comes as Apple faces rising competition in wearable health tracking from companies like Oura and Samsung.