Apple's "Surprise and Shine" Event: John Ternus Debuts as CEO, Foldable iPhone Takes Center Stage
Apple hosted its biggest event of the year Wednesday at Cupertino's Steve Jobs Theater, marking new CEO John Ternus's first major keynote since succeeding Tim Cook on September 1.
The centerpiece was Apple's long-awaited first foldable iPhone, alongside the iPhone 18 Pro lineup, Apple Watch Series 12, and AirPods 5.
The foldable, expected to feature a specialized hinge minimizing the display crease, could be priced around $2,000.
Analysts say Apple's late entry into foldables — a segment pioneered by Samsung and Huawei since 2019 — allows it to refine engineering challenges rivals already faced.
IDC projects Apple could capture 40% of the foldable market by 2027, even as overall smartphone shipments decline amid rising prices.
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