Apple Targets Foldable Market with New Device
Apple scheduled the unveiling of its first foldable handset, the iPhone Ultra, for 9 September 2026. This announcement marks a significant shift for the tech firm as it enters a product segment previously dominated by competitors like Samsung and Huawei. Industry analysts expect the device to set a high price point, with base models likely starting between €2,200 and €2,500. Variants with additional storage capacity are expected to reach prices as high as €3,000.
The hardware design incorporates two distinct screens. An internal 19.8-centimetre display functions similarly to a book, while a 13.5-centimetre external screen supports standard smartphone tasks. Leaked details also suggest the inclusion of a four-camera system, split between the internal and external surfaces. Technical specifications highlight the A20 Pro processor, a component engineered to improve speed by 18 percent and reduce energy consumption by 30 percent compared to the A19 Pro. The device has also drawn attention for its potential asymmetrical corner design.
Leadership Transition at the Hardware Division
The upcoming event serves as the first major public appearance for John Ternus in his capacity as the incoming CEO. Having served as the senior vice president of hardware engineering, Ternus assumes the chief executive role on 1 September 2026. His presentation of the iPhone Ultra acts as his formal introduction to the public as the successor to Tim Cook. This transition occurs at a critical juncture for Apple as it works to maintain its market position against rising hardware competition.
Market intelligence firm International Data Corporation projects sales exceeding 10 million units within the first year of release. Apple plans to leverage its existing software ecosystem, specifically the multi-window and large-screen optimizations developed for the iPad, to secure a competitive advantage. The company is betting on this software integration to distinguish its product from existing foldable alternatives currently available to consumers.
Wider Product Strategy and Industry Context
The September event will extend beyond the new smartphone model. Attendees expect updates to the Apple Watch Series 12 and the Apple Watch Ultra, alongside a new iPad mini 8. The company is also slated to announce a refreshed AirPods Pro model and updates to its home audio and television hardware lineups. These additions indicate a broad effort to refresh the brand's primary hardware offerings in a single calendar year.
Technological trends in the mobile market have moved toward foldables as a way to combat slowing upgrade cycles in the high-end phone sector. Competitors like Google and Motorola have already established footprints in this space, putting pressure on Apple to adapt. The A20 Pro chip, also slated for use in the upcoming iPhone 18 Pro and Pro Max models, demonstrates the company's focus on efficiency and performance gains as a primary draw for its user base. As the market enters a new phase of hardware design, the success of the iPhone Ultra will provide a clear indicator of consumer appetite for flexible display technology.