Apple Set To Unveil New iPhones Sept. 9 As Foldable Model Could Reshape Its...

Apple is set to hold its next major product launch on Sept. 9, with the company expected to unveil its latest iPhone lineup and potentially introduce its first foldable iPhone in a move that could open a new chapter for its flagship product.

The event would be closely watched by investors because a foldable iPhone could give Apple a new avenue to raise average selling prices and expand margins at a time when rising component costs are putting pressure on the broader consumer electronics industry.

Analysts expect the foldable model to sit at the top end of Apple's smartphone range, with a display roughly comparable in size to an iPad mini when unfolded. The premium positioning could allow Apple to capture more revenue per device while targeting consumers willing to pay for a larger screen in a more compact form factor.

The launch would also be significant for Apple's leadership transition. John Ternus, the company's longtime hardware chief, is scheduled to become CEO on Sept. 1, replacing Tim Cook, who will become executive chairman. Ternus' first major product event as CEO would therefore place Apple's hardware strategy under renewed scrutiny.

Apple announced Ternus' appointment in April. His elevation was widely viewed as a signal that the company intends to build further on its core hardware business, an area where Apple has historically generated substantial revenue and customer loyalty.

The foldable market remains relatively small but is becoming increasingly competitive. Samsung Electronics currently dominates the category, having spent years developing foldable devices and building a product portfolio around the technology.

Apple's entry could materially change the market. The company has repeatedly waited for emerging device categories to mature before entering them, then used its scale, supply chain and ecosystem to target mass-market adoption.

Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027. IDC also expects global foldable smartphone shipments to rise 12.6% this year, even as overall smartphone shipments are forecast to decline 16.7%.

That highlights why foldables are attracting attention from manufacturers. The category offers a potential source of growth in an otherwise challenging smartphone market, particularly as consumers hold onto devices for longer and component costs rise.

The timing is of the essence for Apple because the electronics industry is dealing with a severe shortage of memory and storage chips. The supply constraints have pushed component prices higher and prompted manufacturers to raise prices across several product categories. Apple has already increased prices for some Mac and iPad models to offset higher costs. The company warned in July that it was facing "very significant" supply-chain shortages and expected those constraints to weigh on sales during the current quarter.

A foldable iPhone could help Apple counter some of that pressure by shifting its product mix toward higher-priced devices. The approach would be consistent with Apple's broader effort to increase revenue from premium hardware and services rather than relying solely on unit growth.

Samsung, meanwhile, has been strengthening its position ahead of Apple's expected entry. Earlier this year, the South Korean company introduced a new passport-sized foldable phone as it sought to maintain its lead in the category.

The competition could become more intense once Apple enters the market because the two companies have long competed at the high end of the global smartphone industry. Samsung has the advantage of years of foldable experience, while Apple would bring its large installed base and tightly integrated hardware and software ecosystem.

The launch also comes after a strong upgrade cycle following last year's iPhone release. Apple introduced a slimmer iPhone Air and upgraded the base iPhone 17 models, helping drive consumer demand. The next challenge will be whether Apple can generate a similar upgrade cycle while persuading consumers to pay a substantial premium for a fundamentally different form factor.

The Sept. 9 event could mark the company's entry into a category that has so far been dominated by Samsung, while giving incoming CEO Ternus an opportunity to establish his leadership and potentially providing Apple with a new source of premium hardware growth.