Apple is poised to unveil a major redesign of the iPhone at its annual product event in Cupertino, California, on Wednesday, introducing a foldable smartphone featuring a bendable display that opens and closes like a book. This development marks the most significant change to the iPhone’s form factor since its initial release in 2007.

The foldable device represents Apple’s entry into a segment that has seen commercial availability since 2018 but remains a small portion of the overall smartphone market. Industry observers view the move as a test of Apple's ability to bring emerging technologies and niche products into mainstream consumer adoption.

This product launch will also be one of the first major public appearances for Apple’s new chief executive, John Ternus, who assumed the role last week. The event is expected to serve as an early indicator of whether Ternus can energize both the company’s product lineup and its high-profile unveiling events, which have become more subdued in recent years. Previously, Apple’s fall announcements were noted for large audiences and live performances, but recent launches have relied heavily on prerecorded presentations and limited fanfare.

Apple has faced ongoing criticism that its innovations have slowed and that its product designs have grown increasingly incremental. The introduction of a foldable iPhone could signal a strategic effort to reverse that perception and regain momentum in the competitive smartphone market. How consumers and critics respond to the new design, as well as the device’s usability and durability, will be closely watched.

Details about the foldable iPhone’s specifications, pricing, and availability are expected to be revealed during the event. Given Apple’s history of driving consumer trends, the launch could significantly impact the foldable smartphone category, which to date has been dominated by brands experimenting with flexible displays primarily targeted at early adopters.