Apple's annual iPhone launch event will take place on Wednesday, September 9. It is a staple of the tech scene every year, but this year's gathering is arguably one of the most consequential for Apple in well over a decade. Not only is the company expected to unveil its first-ever foldable iPhone, but this year's showcase will also be the first under Apple's new CEO, John Ternus. Here's what to expect—and what to watch out for.
Why This Event Matters More Than Usual
The stakes at this year's event are difficult to overstate. Apple has gone years without launching a truly breakthrough product. The Vision Pro, Apple's ambitious mixed-reality headset, was widely seen as a letdown in the marketplace, failing to capture consumer imagination or deliver blockbuster sales. The iPhone, on the other hand, remains the company's most important product, accounting for a majority of its revenue. Reinventing it is not just a matter of keeping up with competitors—it is essential to Apple's future growth and its reputation as a company that can still deliver revolutionary technology.
This will also be John Ternus's first iPhone keynote as CEO. Ternus, who has long been a key figure in Apple's hardware engineering, steps into the spotlight as the company tries to define a new era. His leadership will be judged not only on the quality of the products but also on how he carries the mantle left by Tim Cook and Steve Jobs. A successful iPhone launch could solidify his position, while a misstep could raise more questions about the company's direction at a time when rivals like Samsung and Google are aggressively advancing their own smartphone designs.
A Brief History of iPhone Design: Two Eras Leading to a Third
The iPhone has been with us for nearly 20 years, yet it has seen only two major design eras. The first stretched from the original iPhone in 2007 until the iPhone 8 in 2017. That design was defined by a physical home button and wide bezels, unmistakable in the bottom 'chin' of the device. It was an iconic look that launched a smartphone revolution, but eventually it felt dated.
In 2017, Apple introduced the iPhone X, fundamentally changing the smartphone interface. The home button was eliminated, replaced by a full-screen front and Face ID. This was a radical departure at the time, but the basic all-screen slab design has remained essentially the same for over eight years. Incremental updates have kept the iPhone competitive, but critics argue the device has lacked the wow factor that once set Apple apart.
Now, the iPhone is expected to receive its third major redesign, and it is the most radical yet. The new device, which could be called the iPhone Ultra or iPhone Fold, marks a shift from the slab-only form factor to a foldable design. This is not a small change—it represents a completely new way of interacting with a phone and opens up possibilities that the industry has only begun to explore.
The Foldable iPhone: What We Know So Far
Foldable phones have become increasingly popular in recent years, mainly through Android devices. Samsung's Galaxy Z Fold and Z Flip series have led the charge, offering two distinct approaches: book-style foldables that open to a tablet-sized display and compact 'flip' phones that fold in half to fit more easily into a pocket. Apple's first foldable iPhone, however, is rumored to take a third path.
According to reports, the new iPhone will use a 'passport-style' design. Rather than being a tall and narrow clamshell like the Galaxy Z Flip, or a squarish book like the Galaxy Z Fold, this device would have a roughly 4:3 aspect ratio when closed. Imagine a passport lying horizontally—short and wide. This shape is likely to feel more like a compact, sturdy device in the hand, and when opened, it would reveal a larger, nearly square inner display. This unique form factor could help Apple differentiate itself in a market where many foldables look similar to one another.
The naming is still uncertain. 'iPhone Ultra' suggests a premium-tier device, similar to how Apple has branded its high-end smartwatches and chips. 'iPhone Fold' would be more direct, telling consumers immediately what is new about the product. Regardless of the final name, the expectation is that this will be positioned as Apple's most advanced and most expensive iPhone yet. While concrete pricing details have not been released, analysts predict it could start at a significant premium over the current iPhone models.
The Stakes for John Ternus and Apple's Innovation Legacy
For John Ternus, this event is a chance to prove that Apple's innovation engine is still firing. The Vision Pro was a daring experiment, but it failed to generate the broad appeal that Apple products once commanded almost effortlessly. The iPhone, however, is a different beast. It is the device that made Apple a trillion-dollar company, and its innovation is intimately tied to the brand's identity.
If consumers react positively to a foldable iPhone, it could make the entire iPhone lineup feel innovative again. It would show that Apple can take a concept pioneered by others and refine it in a way that is undeniably Apple—making it simpler, more elegant, and more desirable. It would also place Apple ahead of the curve in a category that is expected to grow significantly over the next few years. If, on the other hand, the foldable is met with indifference or criticism, it could deepen concerns that Apple has lost its creative edge. The company has not needed to be first in every category in the past, but it has always needed to be the best. A misstep here would be more than a product failure; it would be a strategic one that could affect Apple's stock price and consumer loyalty for years to come.
The event also gives Ternus a chance to put his stamp on Apple. He has spent years working behind the scenes, but Wednesday will be his introduction to the wider world as the public face of Apple's product strategy. How he presents the foldable iPhone, how he discusses Apple's vision for the future, and how he handles the inevitable questions about pricing and durability will all be scrutinized. A confident, poised keynote could reassure investors and customers alike.
What to Watch on Wednesday
As with any Apple event, the tech press will be watching a range of details during the keynote. Here are a few areas that are likely to matter most:
- Device availability: Apple often announces products that build gradually toward a launch date. The foldable iPhone could be available for pre-order in the fall or early 2026, but any surprise in the release timeline would be a notable talking point.
- Price tag: A foldable with this level of engineering likely carries a premium. Standard iPhones are already expensive, and the foldable could push well above the $1,500 mark, so pricing strategy will be crucial.
- Durability claims: Samsung and others have invested heavily in foldable display technology and hinge mechanics. Apple will need to convincingly demonstrate how its version handles daily wear and tear, especially given its reputation for reliable, long-lasting devices.
- Software adaptation: A new form factor also demands new software experiences. Expect iOS to introduce multitasking and adaptive layout features that take advantage of the larger inner display, especially for productivity and creative tasks.
- John Ternus's presentation style: The new CEO's tone and messages will offer clues to Apple's future pition as he moves into a more public-facing role.
A Turning Point for Apple
Wednesday's event is unquestionably a turning point for Apple. The introduction of the first foldable iPhone after more than a decade of incremental updates, combined with the leadership of a new CEO, creates a rare moment of uncertainty and excitement. Apple has set the standard for smartphones before, and it has a chance to do it again. But if the foldable fails to excite, Apple will face hard questions about where its next era of growth is coming from. All eyes will be on Cupertino as the company tries to write the next chapter of its remarkable story.
This article is based on reporting by Fast Company. Read the original article.
Originally published on fastcompany.com
