Apple is set to hold its next major product launch event on September 9, 2026, where the company is expected to unveil its latest iPhone lineup and possibly introduce its long-awaited foldable iPhone.
The event will be particularly significant because it will be the first major launch under incoming CEO John Ternus, who will take over from Tim Cook on September 1. Cook will become Apple's executive chairman.
The expected foldable iPhone could become an important product for Apple as the company seeks to increase average selling prices and profit margins. Analysts believe the device could feature a screen roughly the size of an iPad mini when unfolded.
Samsung currently dominates the growing foldable-phone market, but Apple’s entry could intensify competition. Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027.
The foldable-phone market is also expected to expand even as the wider smartphone industry faces weaker demand. IDC forecasts a 12.6% increase in global foldable-phone shipments this year, while overall smartphone shipments are expected to decline significantly.
Apple has recently increased prices across some Mac and iPad models as it deals with rising costs and supply-chain challenges. The company has also warned that shortages of memory and storage chips could affect sales.
The September event will therefore be closely watched as both a major iPhone launch and an early test of John Ternus's leadership at Apple.
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