The Zhitong Finance App learned that Apple (AAPL.US) will hold the most important product conference of the year on September 9 to officially launch the first folding screen iPhone. This is not only Apple's first entry into the folding screen segment dominated by Samsung Electronics for seven years, but it will also be the first major product launch led by the new CEO John Ternus since taking office, marking Apple's entry into a new era.
Apple announced on Wednesday that the event will be held at its Cupertino, California headquarters on Wednesday of that week and will be broadcast live on its official website. According to invitations sent to the media, the theme slogan for this press conference was “Surprise and shine” (Surprise and shine).
Folding design: the biggest cosmetic change in iPhone history
As the classic iPhone is about to celebrate its 20th anniversary, the folding design marks the biggest change in the product's appearance history. According to reports, the device is about the size of a standard passport. When unfolded, the screen size is close to a small iPad, taking into account portability and large screen experience.
In addition to the folding screen models, Apple will also release the iPhone 18 Pro and Pro Max at the same time, equipped with a faster chip, longer battery life, and major camera upgrades. At least the larger version will be equipped with a mechanical aperture.
However, the second-generation iPhone Air and the regular iPhone 18 will not attend this press conference. According to reports, Apple has postponed sales of these two products until next spring, with the aim of smoothing the pace of sales throughout the year.
IDC: Shipments exceeded 10 million units in the first year, high prices did not hinder demand
Research agency IDC predicts that Apple's folding screen iPhone is expected to ship more than 10 million units in the first year of its launch. Although the price of the product is expected to be as high as $2,500, IDC's senior research director Nabila Popal said, “This passport-sized Apple folding screen product will be a huge success. This product is aimed at top consumers, and they will actively buy it.”
IDC pointed out that Apple's entry into the market will reverse the downward trend in the folding screen market and inject new momentum into the category. The folding screen market is expected to grow by 12.6% this year, and the growth rate will further increase to 18% next year. By 2027, Apple will account for 40% of all folding screen shipments.
More new products are ready to go, and the Ternus era has officially begun
The press conference will also welcome the simultaneous debut of the new generation of Apple Watch. Additionally, Apple is preparing a range of home devices, including the first smart home hub with a screen, the new HomePod Mini and upgraded Apple TV set-top box, and an upgraded iPad mini. Apple usually splits new fall products into two press conferences in September and October, and more products are expected to be unveiled in October.
Another deep meaning of this event is that Ternus led a major launch for the first time as CEO. According to reports, Ternus has always been the core promoter of the folding screen iPhone project, and its succession timeline is also in line with the launch of this product. Unlike Tim Cook, an outgoing CEO from the supply chain, sales, and finance sector, Ternus is a hardware engineer who promised to step up efforts to advance new categories and artificial intelligence technology. Cook will remain the executive chairman after 15 years in charge of Apple.
The smartphone market continues to be under pressure, and the cheap era comes to an end
This is a time when the global smartphone market continues to be under pressure. IDC predicts that the global smartphone market will drop by a record 16.7% this year, further expanding from the previously forecast decline. The rise in the price of memory chips and other components is limiting production capacity and driving up terminal sales prices. “The components that enable AI functions are currently in short supply. The cost is being directly passed on to consumers, and the era of cheap smartphones is over.” IDC analyst Francisco Jeronimo said.
In this context, Apple's entry into the ultra-high-end market with folding screen iPhones is not only an important layout to deal with the overall market downturn, but is also expected to open up new profit growth points through brand premiums and product innovation. The market is closely watching the press conference on September 9 to see if this “surprise shines” work can create a miracle of sales of 10 million units against the trend as predicted by IDC.