Cupertino — Apple is expected to unveil its first folding iPhone on Wednesday, moving into a smartphone category that Samsung Electronics and Huawei Technologies have occupied since 2019.
The launch would rank among the biggest changes to Apple’s flagship smartphone since the company eliminated the physical home button with the iPhone X.
The new phone is expected to carry a price above $2,000, putting it firmly in the premium segment of an already costly smartphone market. Analysts cited by Reuters, however, anticipate strong demand and estimate that Apple could claim as much as 40% of the foldable-phone market by the end of next year.
Apple’s arrival could also raise the bar for foldable-phone engineering, particularly in areas such as hinge durability and reducing the crease that appears where a flexible display folds.
Manufacturers continue to face difficulties with water and dust protection. Google’s latest Pixel 10 Pro Fold, for instance, carries an IP68 rating, offering protection from dust as well as immersion in water.
The event will also be significant for Apple’s leadership. John Ternus, the company’s former hardware chief, is set to make his first extended public appearance as CEO.
Apple is also expected to adopt a different product-launch strategy. Instead of refreshing every iPhone category at the same time, the company is expected to focus the event on the foldable iPhone along with the iPhone Pro and Pro Max models. Updates to lower-priced iPhones are expected to be pushed back until spring.
That approach could help Apple create a smoother sales cycle. The company’s sales have traditionally received a substantial lift from holiday demand in the United States and Europe.
The iPhone continues to be the foundation of Apple’s business, generating $209.6 billion, or slightly more than half of the company’s sales, during its most recent fiscal year.
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