Apple on Wednesday announced it will hold an event on Sept. 9 at its headquarters in Cupertino, California, which will also be streamed online.
Although Apple did not disclose which products will be unveiled, market watchers expect the handset maker to introduce the iPhone 18 Pro and Pro Max, along with its first foldable iPhone, reportedly dubbed the iPhone Ultra, as it typically unveils new flagship iPhones every September.
The upcoming foldable iPhone, the first phone to be launched under new CEO John Ternus, who succeeded Tim Cook, is expected to have an inner display similar in size to an iPad mini when unfolded and an outer screen that looks like a regular smartphone.
Price is likely to be one of the key factors in gaining the upper hand in the market, with various tech outlets estimating that the first foldable iPhone could start at around US$2,000 to $2,500, while higher-capacity models could cost even more.
It would be inevitable for the foldable iPhone to compete with Samsung Electronics' Galaxy Z Fold8 and Fold8 Ultra, which were released earlier this month, with their 256-gigabyte models priced at 2.28 million won ($1,650) and 2.58 million won, respectively. Even the lower end of Apple's estimated price range would make the foldable iPhone roughly 200,000 won more expensive than Samsung's models.
Apple's iPhone Ultra comes as the broader, saturated smartphone market faces a sharp downturn, with foldable phones still expected to grow. However, it remains to be seen whether Apple can offset declining sales and maintain its profitability.
AJP Takeaways
• Apple's first foldable iPhone: Apple is expected to unveil its first foldable iPhone, reportedly called the iPhone Ultra, at its Sept. 9 event, marking its entry into the growing foldable phone market.
• Samsung competition: The foldable iPhone will compete directly with Samsung Electronics' Galaxy Z Fold8 and Fold8 Ultra, with Apple's device expected to be priced higher than Samsung's models.
• High price, uncertain impact: The foldable iPhone could start at around $2,000 to $2,500, while higher-capacity models may cost even more, raising questions over whether Apple can use the premium device to offset slowing smartphone sales and maintain profitability.
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