Apple is preparing to unveil its first foldable iPhone under the leadership of a new CEO

According to Reuters, this speech will be the first public appearance in the new role for John Turnus, who took over the company after working as head of the hardware division. Turnus will have to convince customers of the feasibility of buying a foldable device, given that the iPhone brought the company $209.6 billion in the last fiscal year, providing just over half of its revenue.

The new device could cost over $2,000, which would be a new price record for the brand. While Samsung and Huawei have been selling foldable phones since 2019, they still remain a niche product. However, according to analysts IDC, Apple will sell all the devices manufactured and secure a 40% share of this segment by the end of next year.

Experts suggest that Apple’s late entry into the category allowed it to address key engineering challenges — creating a strong hinge and minimizing the visibility of the screen bend. The level of protection against dust and water remains an important issue, with Google’s Pixel 10 Pro Fold setting the bar high with an IP68 rating.

The presentation will also mark a change in the annual product release schedule. Along with the new foldable device and the iPhone Pro and Pro Max series, the company will introduce new watches, while the release of more affordable iPhone models has been postponed until next spring.

Traditionally, Apple has introduced its entire new iPhone lineup in the fall, providing a major revenue boost during the year-end holiday quarter in the U.S. and Europe. The distribution of releases between fall and spring is aimed at smoothing out the company’s annual sales cycle.

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