Apple Prepares for September 9 Event Amid Expectations of its First Foldable iPhone

Apple is preparing to hold its next major hardware launch event on September 9, where the company is expected to debut its latest smartphone lineup alongside its first-ever foldable device, according to reporting from Reuters and regional news agencies.

A New Leadership Era and the Foldable iPhone Debut

The September 9 showcase marks a major transitional moment for Apple, serving as the first major product launch led by incoming chief executive officer John Ternus. Ternus is scheduled to assume the role on September 1, succeeding Tim Cook, who will transition to chairman of the board. Industry observers view the leadership shift as a signal that the technology giant is sharpening its focus on hardware engineering to defend its market position.

Within the device lineup, analysts anticipate the introduction of Apple’s first foldable iPhone. Market research firm IDC projects that Apple will ship more than 17 million foldable smartphones by 2027. The firm also estimates that Apple’s entry into the category will help drive a 12.6 percent increase in total foldable phone shipments this year, even as the broader global smartphone market faces a projected 16.7 percent decline, according to Reuters reporting.

Market Dynamics and Supply Chain Pressures

Samsung Electronics currently dominates the niche but expanding market for foldable mobile devices. While foldable handsets command high retail prices compared to conventional smartphones, manufacturers are banking on wider consumer adoption to offset slowing growth in traditional segments. Analysts cited by Reuters suggest that Apple’s foldable device could feature a display size close to that of an iPad mini, following Samsung’s earlier introduction of passport-sized foldable handsets designed to capture early market share.

The hardware rollout coincides with mounting headwinds across global supply chains. Apple acknowledged in July that shortages in memory and storage components have grown substantial enough to impact sales for the current quarter. To manage rising production expenses, the company has already implemented price increases across its Mac and iPad product lines, according to Reuters. Financial analysts note that the upcoming foldable smartphone could help elevate average selling prices and support profit margins once it reaches store shelves.