Apple is all set to hold its next launch event on September 9, 2026. The company is expected to unveil its latest series of iPhones and possibly its long-awaited foldable phone, a product that could redefine the smartphone market.

The launch of the first iPhone with a foldable screen is seen as a vital milestone for Apple. Market analysts indicate that these high-cost devices should be the main driver for increasing sales prices and expanding the company’s profit margin.

This event will mark John Ternus’ first major presentation as Apple CEO. Ternus, who has been head of hardware for many years, will take on the top role on September 1, 2026, with Tim Cook moving on to serve as executive chairman.

Ternus’ appointment, announced in April, was widely interpreted as a sign of Apple’s renewed commitment to strengthening its core area of ​​activity, device manufacturing.

Currently, Samsung Electronics leads the foldable smartphone market niche, which, although still restricted, is constantly growing. Technology companies are betting that these devices will become popular soon, even with their high prices.

Foldable phones represent a bright spot for consumer electronics makers. They have faced recent challenges, such as a shortage of memory and storage chips, which has led to price increases and an overall decrease in consumer demand.

Apple also adjusted the prices of its Mac and iPad lines to compensate for the significant increase in production costs. Still, the company reported in July that it is dealing with a “very significant” supply chain shortage, anticipating that these obstacles will reduce sales in the current quarter.

Analysts predict that Apple will launch a foldable iPhone with a screen similar in size to the iPad mini. Earlier this year, Samsung presented a new foldable passport-shaped model, in an effort by the South Korean giant to maintain its market position against Apple.

According to research firm IDC, Apple expects to sell more than 17 million foldable iPhones by 2027.

Apple’s entry into this segment is crucial to boosting the sector’s growth, with IDC projecting a 12.6% increase in foldable cell phone shipments this year. In contrast, global smartphone shipments are expected to see a record 16.7% drop.

At last year’s launch event, Apple revealed a thinner iPhone Air and equipped the base iPhone 17 models with several enhanced features. The iPhone 17 line contributed to a strong upgrade cycle among consumers.