Foldable iPhone Takes Center Stage at Ternus's Apple Debut

On September 9, Apple's first major product keynote under CEO John Ternus will take place. The event at Apple Park in Cupertino is set to be headlined by a foldable iPhone.

Tim Cook assumed the role of Apple's executive chairman on September 1, with Ternus becoming CEO on that same date. This keynote is Ternus's debut in the Steve Jobs-style presentation format, which was previously exclusive to Apple's current CEO.

Ternus's Hardware Vision Put to the Test by Foldable iPhone

Alongside new hardware, analysts anticipate a refreshed Siri AI assistant. The expected lineup includes the iPhone 18 Pro and Pro Max. Also anticipated are Apple's initial foldable iPhone and updated Apple Watch models.

Analysts at Bank of America have described the keynote as a test for Ternus. According to them, he needs to demonstrate that Apple's hardware prowess can transition into the AI era.

Apple never had to be first to win the game.

That comment came from Woo Jin Ho, senior hardware analyst at Bloomberg Intelligence.

Ho noted that the two companies target distinct customer groups, as Android and Apple users rarely switch platforms. He forecasts Apple's foldable device will ship roughly 10 million units during its debut year. That figure is modest compared to typical iPhone sales volumes.

A Samsung mobile product management executive expressed approval for the increased competition. Speaking to CNN, the executive said additional participants in the foldable segment would benefit the category as a whole.

Ternus has also stated his desire for artificial intelligence to influence Apple's internal product development, extending beyond just Siri. That goal is part of the wider AI leadership test.

Attention Turns to AAPL

CEO transitions at megacap companies have frequently led to significant stock volatility in the first year, and many are already watching Ternus's stock market debut closely.

The September 9 keynote will provide the most definitive indication yet of Ternus's hardware strategy. It should also reveal whether the foldable iPhone can establish a new device category or will stay a niche product.