Apple is today expected to unveil its most significant iPhone redesign since the smartphone’s original introduction in 2007, with a folding model anticipated to take centre stage at the company’s annual fall product announcement.
The highly anticipated launch event, titled "Surprise and Shine", is scheduled to commence at 10am Pacific Standard Time (6pm BST) at Apple’s campus in Cupertino, California. All eyes will not only be on the innovative device but also on John Ternus, who will make his debut public appearance as Apple’s new Chief Executive Officer, a role he assumed just last week.
The new folding iPhone is rumoured to open and close much like a passport, effectively doubling its screen size when unfolded. This marks Apple's entry into a segment of the smartphone market where several competitors have been present since the late 2010s. Companies such as Google, with its Pixel 11 Pro Fold retailing at around $1899 (£1,500), have already established a presence in the foldable device space, setting a competitive benchmark for Apple’s new offering.
While the official name of the device remains unconfirmed, industry speculation suggests it could be named either the iPhone Fold or the iPhone Ultra. Reports indicate Apple is expected to price the new model north of $2000 (£1,600), potentially positioning it at a premium compared to some rival foldable smartphones.
Sources familiar with Apple's development process, including a report by Bloomberg, indicate that the company began testing prototypes of its folding iPhone display as early as 2021. At that time, however, there were reportedly no immediate plans for its commercial launch. The device rumoured for today’s unveiling is expected to measure approximately 5.5 inches when closed and expand to 7.8 inches when opened.
Further details circulating prior to the event suggest that the new folding iPhone may not feature Face ID, Apple’s facial recognition technology, due to the device's thin design potentially precluding the inclusion of the necessary camera hardware. Instead, reports indicate that the device will rely solely on Touch ID for biometric authentication.
Beyond the groundbreaking foldable model, Apple is also expected to make several more routine announcements during the event. These include the unveiling of new iPhone 18 Pro and 18 Pro Max models, catering to the continued strong demand for standard iPhone devices, which has been evidenced in Apple’s most recent robust earnings reports. Bloomberg further suggests that new iterations of other popular Apple products, such as updates to the Apple Watch and AirPods lines, are also anticipated in the coming months, alongside the company’s first-ever touchscreen MacBook.
The event holds particular significance for John Ternus, who formally took over as CEO on 1 September, succeeding long-serving chief Tim Cook. His appearance on stage will mark the official commencement of his tenure at the helm of one of the world's most influential technology companies. Mr Ternus's leadership will immediately face its first major test with the launch of such a pivotal and potentially transformative product.
In a note circulated to employees on his first day in the new role, Mr Ternus conveyed his enthusiasm for the company’s future direction. He expressed excitement about "the incredible products already in the works and the ones we haven’t even imagined," hinting at a pipeline of innovation under his leadership.
Mr Ternus also articulated his honour at stepping into the leadership position, stating, "I’m honoured to be stepping into this role at what is truly the greatest company in the world, and I am so excited about everything we have in store." He directly referenced the upcoming event, adding, "We have a huge launch next week that’s going to be phenomenal. Thanks for everything you’ve all done to make it possible."
While the folding iPhone represents a bold new direction for Apple, the company is navigating a market where overall demand for foldable phones currently constitutes only a small fraction of total mobile device sales. Despite this, the introduction of an Apple-branded foldable device is expected to draw considerable attention, potentially reshaping consumer perceptions and boosting the segment as a whole, while also setting the tone for Mr Ternus's strategic vision for the company.
