Apple is set to unveil its latest generation of iPhones on Wednesday, with reports indicating the new lineup will include the company’s first foldable model. The announcement will be made during an event led by John Ternus, who officially took over as Apple’s chief executive officer on September 1, succeeding Tim Cook.
While competitors such as Samsung, Motorola, and Google have already introduced foldable smartphones to the market, Apple has taken a more measured approach. Industry analysts note that the company typically waits until new technologies mature before entering a category. Dipanjan Chatterjee, an analyst at Forrester, explained that Apple’s strategy involves waiting for the market to demonstrate a product’s viability before stepping in to refine and popularize it. Foldable phones currently represent only a small fraction of the overall smartphone market, and a key challenge for Apple will be expanding this niche into a significant segment.
The iPhone 18 series is expected to carry a higher price tag compared to previous models, partly due to ongoing global shortages of memory chips. The current iPhone 17 lineup, released last year, ranges in price from $799 to $1,999 depending on the configuration. The 17 generation also introduced a new ultra-thin model under the “Air” branding, a name already used by Apple for some of its sleekest iPads and Mac computers. That series has reportedly been performing well in sales.
Earlier in 2026, Apple highlighted advances in artificial intelligence, focusing on upgrades to its Siri assistant and emphasizing user privacy alongside practical daily use. This reflects the company’s efforts to keep pace with competitors in the AI space.
Ternus’s keynote presentation at Apple’s headquarters in Cupertino, California, is anticipated to provide insight into his vision for the company’s direction. Chatterjee noted that while Ternus inherits a company that is considered one of the most successful consumer technology firms in recent history, he faces the challenge of maintaining that success while preparing Apple for a future where smartphones may no longer be the primary interface between consumers and the digital world.
As Apple steps into the foldable smartphone category and continues to develop its AI capabilities, the tech industry will be closely watching how the company navigates this new phase under its new leadership.