Apple is about to make its biggest iPhone move since 2017.
The company is widely expected to unveil a pricey folding iPhone at a launch event on Wednesday at its Cupertino, California headquarters.
It will be the most noticeable overhaul of Apple’s flagship product since the physical home button was removed from the iPhone X in 2017.
The iPhone brought in $209.6 billion — just over half of Apple’s total sales — in its most recent fiscal year.
This event also marks the first with new CEO John Ternus at the helm, and his first extended public commentary since taking over. Ternus previously served as Apple’s hardware chief but has kept a fairly low public profile.
Now, it falls to him to convince customers they need a foldable device that could cost more than $2,000 — a new high for the brand.
While Samsung Electronics and Huawei Technologies have sold folding phones since 2019, the category has remained niche. Even so, analyst firm IDC expects Apple to sell every foldable iPhone it can produce, capturing 40% share of the segment by the end of next year.
Analysts believe Apple’s late entry could pay off, thanks to engineering advances like a sturdier hinge and reduced screen crease. One challenge that remains: dust and water resistance, an area where Google’s Pixel 10 Pro Fold (IP68 rated) currently outperforms Samsung.
The event is also expected to mark a shift in Apple’s product schedule — with cheaper iPhone models delayed until spring, while Wednesday focuses on the foldable device and the iPhone Pro/Pro Max lineup.