Apple will unveil its latest generation of iPhones, which is expected to include a foldable version, on Wednesday at an event headlined by new CEO John Ternus, who replaced Tim Cook on September 1. Many of Apple’s biggest rivals, such as Samsung, Motorola and Google, have already introduced foldable smartphones. But Apple is not one to rush into new technologies. “The launch of the foldable model is straight out of Apple’s playbook: wait for the product to solve its problems and for the market to offer glimpses of viability, then go in and shape the category,” said Forrester analyst Dipanjan Chatterjee. “The difference is that foldable devices still represent a minuscule portion of the smartphone market. The test of Apple’s ambition will be whether it can expand that niche into a significant new segment.” Compared to previous generations, the iPhone 18 will likely cost more due in part to the global memory chip shortage. The price of the iPhone 17 ranges between $799 and $1,999, depending on the model. Earlier this year, Apple unveiled advances in artificial intelligence, including updates to its Siri assistant, emphasizing a focus on privacy and everyday use as the company tries to catch up with rivals in AI. Ternus’ keynote speech at the tech giant’s headquarters in Cupertino, California, will set the tone for his vision for Apple’s future, Chatterjee said. “John Ternus inherits perhaps the most successful consumer technology giant of modern times. That is both a blessing and a burden for him. Tim Cook’s honed execution, scale and monetization set a high bar, and Ternus must extend that run,” Chatterjee said. “But it must maintain that momentum while positioning Apple to transform in the near future, when the iPhone, or any smartphone, is no longer the consumer’s primary conduit to the world.” Last year’s iPhone 17 line, which included a new ultra-thin model, has sold well. That generation saw a new slimmed-down model that adopted the “Air” name that Apple already used for its sleeker iPads and Mac computers.
