Apple is widely expected to introduce its first folding iPhone at a product event Wednesday at its California headquarters, the first major launch under new CEO John Ternus.
The event would represent the most visible change to Apple’s flagship smartphone since the iPhone X dropped the physical home button in 2017. The iPhone generated $209.6 billion, or just over half of Apple’s sales, in the company’s most recent fiscal year.
The keynote will also be Ternus’s first extended public appearance as CEO. The former hardware chief has kept a relatively low profile aside from occasional product introductions and sustainability efforts.
Samsung and Huawei have sold folding phones since 2019, but the category has remained a niche. Analyst firm IDC nevertheless expects Apple to sell every unit it can make and capture about 40% of the foldable market by the end of next year.
Analysts say Apple’s late entry could help it solve longstanding engineering problems, including a durable – potentially Liquidmetal – hinge that minimizes the crease where the display folds. Dust and water resistance remains a question; Google’s latest Pixel 10 Pro Fold carries an IP68 rating* that some rivals have not matched.
The event is also expected to alter Apple’s usual product calendar. Analysts anticipate new watches but say the company will likely postpone updates to cheaper iPhone models until next spring, focusing instead on the foldable and the iPhone Pro and Pro Max lineup. The shift is intended to even out Apple’s typically strong holiday-quarter sales in the U.S. and Europe.
*In IP68, (6 means the device is dust-tight (no dust gets in). 8 means it can survive being immersed in water deeper than 1 meter for a period specified by the manufacturer (often 30 minutes or more), under defined conditions. It does not guarantee protection against high-pressure jets, steam, or damage from drops. Actual depth and time vary by product.
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