Not Just the Foldable iPhone — The Grand Stage of "Apple's Reboot" Shouldered by New CEO John Ternus

One of the world's largest technology companies takes its first step under a new leader.

Apple will hold a special event on September 9, 2026, at 10:00 AM in Cupertino, California. In Japan, the event will start at 2:00 AM on September 10. The theme of the event is "Surprise and shine." Typically, this is the season when the next-generation iPhone and Apple Watch take center stage, but this fall is different from usual.

At the center of the stage is John Ternus, who just assumed the role of CEO on September 1. It's been only about a week since he took the baton from Tim Cook. This is his first major product launch as CEO.

It is reported that there is a high possibility that Apple will unveil its first foldable iPhone.

However, the question of the night is not just whether the device can truly fold. After about 15 years under Cook's leadership, can Apple once again move the market with the surprise of its products? And can it present a unique answer to competitors who are ahead in generative AI? The event will be both a new product launch and the first vote of confidence in "Apple in the Ternus era."

A new CEO who knows Apple hardware inside and out for 25 years

Ternus studied mechanical engineering and joined Apple's product design division in 2001. He became Vice President of Hardware Engineering in 2013 and joined the executive team as Senior Vice President of the same division in 2021.

He has been with Apple for about 25 years, overseeing hardware development for major products such as the Mac, iPad, iPhone, and AirPods. In recent years, he has been involved in the transition to Apple Silicon, product slimming, the adoption of recycled aluminum and 3D-printed parts, and improvements in repairability.

He is neither a charismatic founder nor an executive from sales or procurement. Having a technician who understands product structure, materials, and manufacturing processes at the top can be seen as a message from Apple to the market.

During Cook's era, Apple managed its supply chain with high precision, expanded its services business, and significantly increased its corporate value. However, it has often faced criticism for its ability to create new product categories and its speed in responding to generative AI.

Ternus is tasked with maintaining the enormous revenue base built by Cook while making Apple a company expected to deliver the next product again. Moreover, Cook will not completely leave the company but will remain as Executive Chairman of the Board. While management continuity is ensured, attention will also be on how much the new CEO can assert his own identity.

The biggest focus is on the "passport-style" foldable iPhone

The most anticipated product at this event is the book-style foldable device that opens sideways. Some refer to it by tentative names like "iPhone Ultra" or "iPhone Fold," but Apple has not disclosed details, including the official name, before the announcement.

It is predicted to be designed to be used as a relatively compact smartphone when closed and to have a screen similar to a small tablet when opened. Information suggests the screen size is about 5.5 inches on the outside and about 7.8 inches on the inside. However, these are figures based on leaked information and mockups, not official specifications.

Foldable smartphones are not a market that Apple is pioneering. Samsung, Huawei, Google, Motorola, and others have already released multiple generations of products, improving issues such as thickness, weight, durability, screen creases, and app display methods.

Nevertheless, Apple's entry is viewed as special because the company has repeatedly adopted a strategy of expanding the market itself after identifying the problems of early products rather than entering new technologies early.

Apple did not invent smartphones, wristwatch-type devices, or wireless earphones first in the world. Still, it has a track record of integrating hardware, software, sales networks, and brands to popularize them in the mass market. For foldable devices, there is an expectation that "the last major company to enter will redefine the category's standards."

The success or failure hinges on creases and hinges

The weaknesses of foldable devices have long been pointed out as the crease remaining in the center, the durability of movable parts, the thickness of the device, and the susceptibility of the inner screen to scratches.

While a regular smartphone can be designed as a single slab, a foldable device requires a structure that can withstand tens of thousands of openings and closings while protecting the screen. Making the hinge sturdy increases weight and thickness, while making it thin raises concerns about durability. Making the screen soft makes it easier to bend, but also makes it difficult to address scratches and dents.

Market participants expect that since Apple is entering the market, it will make a strong hinge and less noticeable crease major differentiating factors. If these issues are not resolved, it risks being evaluated as "similar to existing products after waiting for several years."

Conversely, if it can provide a screen that is easy to operate with one hand when closed and suitable for e-books, photo editing, videos, documents, and simultaneous use of multiple apps when opened, it can create new usage scenarios between the iPhone and iPad mini.

The important thing is not "that it folds," but whether it can explain "what becomes convenient because it folds."

Possibility of exceeding $2,500, will smartphones become luxury items?

Price is also a major focus.

Reports and market forecasts suggest that Apple's foldable device could exceed $2,500. Even with a simple currency conversion, it is expensive, and considering taxes and regional pricing, it could enter a price range significantly higher than a typical laptop in Japan.

The high price is due to complex hinges, two displays, expensive flexible materials, and low-yield manufacturing processes. Additionally, in the 2026 smartphone market, increased memory demand for AI processing and component shortages are driving up manufacturing costs.

IDC forecasts that while global smartphone shipments will decrease by 16.7% year-on-year in 2026, the average selling price will rise by 27.6% to $581. The market is shrinking in terms of units but skewing towards high-priced products in terms of value.

Amid this, foldable devices are seen as one of the few growth areas. The company predicts that foldable device shipments will increase by 12.6% year-on-year to 22.9 million units in 2026 and expand to about 27 million units in 2027. For Apple's foldable iPhone, it suggests the possibility of shipping over 17 million units by 2027, accounting for about 40% of the market.

However, this is a market forecast before the official announcement, not actual sales performance. Whether a device exceeding $2,500 will truly generate large-scale demand will greatly depend on product completeness, supply volume, installment plans by carriers, and trade-in systems.

The first generation is likely to be a symbolic product aimed more at users seeking the latest technology and those prioritizing new experiences even at a high cost, rather than the general public.

On social media, opinions are split between "I've been waiting" and "I don't need it"

Before the announcement, discussions about the foldable iPhone are active on platforms like YouTube, Reddit, and X. However, these are not randomly sampled public opinion surveys but public posts by users with a high interest in technology. Therefore, they should be seen as materials to understand the points of expectation and concern, not as numbers representing the overall market evaluation.

Prominent positive opinions include voices such as "I wanted to transition to a foldable device while continuing to use iOS," "I can consolidate my smartphone and small iPad into one," and "It seems suitable for reading and multitasking."

On Reddit, there are posts expressing expectations that the aspect ratio when opened is suitable for e-books, comics, web browsing, and parallel display of two apps. Some users want to consider it as a replacement for an iPad if it supports Apple Pencil, and others are currently using Samsung's foldable devices while waiting for Apple's version.

On the other hand, there are quite a few skeptical opinions.

In unofficial mockup introduction videos on YouTube, there have been negative reactions to the crease in the center of the screen, the dimensions when closed, the thickness of the device, and the price expected to exceed $2,000. Regarding the foldable feature itself, there are opinions such as "I don't see a user problem that needs solving," "A regular smartphone is sufficient," and "I want to wait and see with the first-generation product."

On Reddit, there are concerns about the feel of tracing the central crease with a finger, the susceptibility of the soft inner screen to scratches, and the possibility of sand and dust entering the hinge. There are also practical concerns about whether there will be large margins above and below when playing videos in the open state and whether existing apps can correctly adapt to the unusual aspect ratio.

On X, there are posts stating "I won't buy it" based on the expected price of around $2,500, while others are paying attention to it as a product symbolizing Apple's new regime.

In other words, the reaction on social media is neither a simple welcome nor a complete rejection. Those who feel they "want it" have a clear usage scenario in mind, while those who think it's "unnecessary" cannot find value commensurate with the price and durability. Whether this gap can be bridged depends on how concretely Apple can demonstrate the user experience in its announcement.

More important than the iPhone is the "restart of Siri"

For Ternus, another challenge is AI.

In response to the rapid spread of generative AI, Apple has emphasized a stance that values privacy and on-device processing. However, in voice assistants that users interact with daily, there is ongoing criticism that its evolution is slower compared to services like Google's Gemini and OpenAI.

At the 2026 Worldwide Developers Conference, Apple announced a new Siri based on Apple Intelligence. Reports indicate that a significant overhaul is underway, utilizing Google's AI technology for some functions behind the scenes.

If the new Siri can understand screen content, personal schedules, messages, and operations between apps, and safely complete actual tasks, the value of the iPhone will grow in a different way than mere performance improvement. If the wide screen of a foldable device and AI are linked, it may present new usage methods such as information gathering, translation, editing, and operations across multiple apps.

However, AI functionality does not end with its announcement. It only becomes practical when language support, availability regions, processing speed, countermeasures for incorrect answers, handling of personal information, and integration with external apps are all in place.

In Europe, there is a possibility that some functions will be delayed due to regulatory issues, and in China, it is expected that approval will take time. If global simultaneous deployment is difficult, there will be a gap between the experience shown in the U.S. announcement and the functions that users in each country can actually use.

Will Ternus, who comes from a hardware background, speak of AI as merely an additional feature? Or will he present it as the next foundation integrating devices, OS, and services? Here, the new CEO's strategy will be revealed.

The need to separate "announcement" and "release"

When evaluating this event, it's important to note that the announced products may not immediately hit store shelves.

There are also indications on social media that the products expected to be announced and those that can actually be shipped are being confused. Foldable devices are difficult to manufacture, and initial production numbers may be limited. There could be a gap of several weeks, or even months, between the announcement, the start of reservations, and shipping.

Additionally, there are reports predicting that updates for the standard iPhone 18 model, budget models, and the successor iPhone Air will shift to spring 2027. If true, Apple will transition to a two-pronged approach, launching Pro models and ultra-high-priced foldable devices in the fall and mass-market models in the spring.

This change is a rational decision to distribute attention to new products throughout the year while prioritizing high-margin models amid component shortages. However, it may confuse users who were waiting for regular models in the fall, making a clear explanation of the release plan essential.

Three answers expected from Ternus

In this debut event, there are three questions the new CEO should answer.

First, whether the foldable device is not just an expensive topic but a product that changes daily usage.

Second, whether Apple can catch up in the AI race and balance privacy with convenience.

Third, not only inheriting Tim Cook's success but also what kind of company Ternus himself is trying to create.

If the foldable iPhone is officially announced, it will be Apple's first major form factor change in a while. However, the value does not lie in the fact that the product folds. When closed, it becomes an easy-to-use smartphone, and when opened, it expands the possibilities for work and creation, with AI naturally supporting that experience. Only when presented as a single narrative does it become a product that is truly Apple-like.

Will the new CEO's first event end with a glamorous product announcement? Or will it be a turning point that simultaneously moves the long-criticized AI strategy and the future of smartphones?

The world is not just looking at the new iPhone. It is the first answer to how John Ternus will design the next era of Apple.

[Sources and Reference URLs]

・Article reporting on John Ternus's first product announcement as CEO and the anticipated foldable iPhone
https://business-panorama.de/news.php?newsid=6710717

・Apple's official announcement. Tim Cook's appointment as Executive Chairman, Ternus's appointment date as CEO, and biography
https://www.apple.com/newsroom/2026/04/tim-cook-to-become-apple-executive-chairman-john-ternus-to-become-apple-ceo/

・Apple's official event page. Event date and theme for September 9, 2026
https://www.apple.com/apple-events/

・Reuters. Reports on expected prices, foldable device structure, Siri overhaul, and challenges facing the new CEO
https://www.reuters.com/business/retail-consumer/apples-ternus-faces-ai-test-foldable-iphone-takes-center-stage-2026-09-08/

・AP News. Analysis on Apple's late entry strategy