New Apple CEO to face first test with foldable iPhone launch, tell me about this news in (https://www.manilatimes.net/2026/09/09/business/foreign-business/new-apple-ceo-to-face-first-test-with-foldable-iphone-launch/2421240)
09-09-2026
The report from The Manila Times (via Agence France-Presse) covers Apple’s hardware event and the major leadership transition taking place at the company:
- New Leadership: The event marks the first major product showcase under Apple’s new Chief Executive Officer, John Ternus, who took over from Tim Cook on September 1, 2026. Ternus, 51, previously led Apple’s hardware engineering teams.
- Foldable iPhone Debut: Apple is expected to reveal its long-rumored foldable smartphonereported to be named the iPhone Ultrawith an expected starting price around $2,000. Similar to competitor foldables, it features a smaller exterior display that opens into a tablet-sized inner screen. When folded, it is roughly the size of a passport and includes two cameras (standard and ultra-wide).
- Market Impact: Although foldables account for under 2 percent of total global smartphone shipments, research firm IDC projects Apple could capture 31 percent of that segment by the end of the year and up to 40 percent by 2027.
- Supply Chain & Pricing Pressures: The launch comes during industry-wide memory and chip supply constraints driven by demand for AI hardware. Overall smartphone shipments are projected to drop by more than 16 percent this year while average selling prices climb over 27 percent.
- Lineup Adjustments: Apple may alter its typical release schedule by focusing on higher-end devicesspecifically the iPhone 18 Pro, iPhone 18 Pro Max, and the foldable Ultrawhile potentially holding back a standard base iPhone 18 until next year.
- Other Anticipated Announcements: The presentation is also expected to showcase an upgraded, AI-driven Siri integrated across updated Apple Watches, AirPods, Apple TV, and HomePod mini, alongside potential previews of a 7-inch smart home display hub.