Apple is set to introduce a foldable iPhone at a key event as new CEO John Ternus takes center stage for his first extended public appearance. The product is seen as a major evolution for the company’s flagship device, with analysts expecting Apple to sell every unit it can make and capture about 40% of the foldable market by the end of next year, according to MacDailyNews.

Engineering Challenges and Market Strategy

The foldable iPhone is expected to address longstanding engineering challenges, including a durable hinge—possibly using Liquidmetal material,that minimizes the crease in the display, but While dust and water resistance remain concerns, Apple’s late entry into the foldable market could allow it to refine these issues. Samsung and Huawei have sold folding phones since 2019, but the category has remained a niche.

Google’s latest Pixel 10 Pro Fold carries an IP68 rating, meaning it is dust-tight and can survive immersion in water deeper than 1 meter under defined conditions. Some foldable rivals have not yet matched this level of protection.

Product Calendar Shifts

The upcoming event is also expected to alter Apple’s usual product calendar. While new watches are anticipated, updates to cheaper iPhone models may be delayed until next spring. Instead, the company will focus on the foldable and the Pro and Pro Max lineups. This strategy aims to even out Apple’s typically strong holiday-quarter sales in the U.S. and Europe.

Apple’s flagship smartphones generated $209.6 billion, or just over half of Apple’s sales, in the company’s most recent fiscal year, according to MacDailyNews. The shift in product focus signals a broader strategic move to prioritize innovation and maintain market dominance.

CEO Profile and Public Debut

John Ternus, the former hardware chief, has kept a relatively low profile aside from occasional product introductions and sustainability efforts. His leadership is expected to bring a new direction for Apple’s hardware development. Ternus’s public debut at the event will be closely watched by industry observers and investors alike.