Apple expected to unveil folding iPhone as new CEO takes center stage
Apple is expected to unveil its first folding iPhone at a launch event this afternoon in Cupertino, marking the biggest change to the device since 2007 and the first major test for new chief executive John Ternus, who took over from Tim Cook on 1 September. The phone will reportedly open like a passport to double its screen size, a feature rivals such as Samsung and Google have offered since the late 2010s, though foldables still make up only a small share of overall smartphone sales compared with standard iPhones.
Details remain unconfirmed, but the device is rumoured to be called the iPhone Fold or iPhone Ultra, measuring roughly 5.5in closed and 7.8in unfolded, and priced above $2,000 — more than Google's $1,899 Pixel 11 Pro Fold. It is expected to rely on Touch ID rather than Face ID, as the slim design cannot accommodate the necessary camera hardware. Apple is also likely to announce iPhone 18 Pro and Pro Max models, alongside future updates to the Apple Watch, AirPods and a rumoured touchscreen MacBook.
- Apple set to unveil its first-ever folding iPhone today
- New CEO John Ternus faces his first major product launch
- Foldable expected to cost over $2,000, use Touch ID only
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Apple has traditionally kept a tight grip on its iPhone design, making only gradual changes since the device launched in 2007. Folding phones, which use a hinge to let the screen bend and expand, have been sold by competitors like Samsung and Google for several years but remain a niche part of the market. Apple entering this category would be a significant shift, even though such devices still account for only a small slice of overall smartphone sales.
The event also marks a leadership change at Apple. John Ternus became chief executive on 1 September, succeeding Tim Cook, who had led the company since 2011. This launch is being watched as an early indicator of how Ternus will steer product decisions going forward.
Folding phones typically cost more than standard models and involve design trade-offs, such as which security features they can support, because of their slimmer build. Apple's move into this space would put it in direct competition with rivals that have already established folding devices, while any pricing or design choices are likely to be compared closely with those existing options.
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