Apple has confirmed the date of its major event, which will take place on September 9, 2026. The new iPhone lineup is expected to be the centerpiece, though analysts and industry observers also believe that the long-awaited foldable smartphone — a device the market has been waiting for for several years — may be unveiled at this very event. The presentation will take place in an unusual context for the company: it will be the first major public event of Apple's new CEO, John Ternus, who, according to available reports, will take over the company on September 1, after which current CEO Tim Cook will move to the role of executive chairman.
Foldable iPhone: A Bet on the Premium Segment
The arrival of a foldable iPhone could become a turning point for Apple. According to preliminary estimates, the device will feature a large internal display close in size to an iPad mini screen, which will push it beyond the familiar "flip phone" format and bring it closer to a full-fledged pocket tablet. Analysts believe that premium devices of this class will help the company raise its average product price and overall profitability, strengthening its position in the highest price segment of the market, where Apple has traditionally dominated.
Competition with Samsung and IDC Forecasts
Today, Samsung dominates the foldable smartphone market, having actively developed this segment for several years and unveiled a new "book-style" device this year. Nevertheless, experts believe that Apple's entry into this market could significantly reshuffle market shares. According to IDC, the company could ship more than 17 million foldable iPhones by 2027. Overall, analysts expect demand for foldable smartphones to grow: IDC forecasts that global shipments of such devices will increase by 12.6% this year.
Contradictory Data
Several inconsistencies have emerged in the gathered materials that are important to keep in mind. First, the foldable iPhone itself has not yet been officially confirmed: in the sources it is mentioned in phrases such as "may unveil" and "according to preliminary estimates," while the presentation date and the leadership change are cited as established facts. Second, IDC's macro forecast appears paradoxical: the foldable smartphone segment is expected to grow by 12.6%, while the overall smartphone market may face a record decline of 16.7%. Thus, growth in the foldable direction is viewed as a local trend against a backdrop of overall market contraction, rather than a driver of the entire industry.
Leadership Change: Ternus at the Helm
John Ternus's move to the CEO position was in itself seen as a signal of the company's priorities. Ternus had long headed Apple's hardware division, and his appointment was interpreted as a strengthening of focus on the development of in-house devices. That is why the September 9 presentation is perceived by the market as the new CEO's first major public test, and the possible foldable iPhone — as his signature "first statement" in product terms.
Mac Mini with M6 and M5 Pro Chips
In addition to mobile devices, Apple has already refreshed its line of compact desktop Mac Mini computers, unveiling models based on the M6 and M5 Pro chips. The new models feature more powerful processors, Wi-Fi 7 and Bluetooth 6 support, as well as faster connectivity ports. The base Mac Mini with the M6 chip starts at $899, and the professional M5 Pro model at $1,699. Sales of the new computers are, according to available reports, set to begin after September 22, that is, shortly after the iPhone presentation.
