Apple is preparing to enter the foldable smartphone market, with its first foldable iPhone expected to be unveiled on September 9.
The company is expected to introduce the device alongside its latest iPhone range at its upcoming launch event.
The move would put Apple into a market where Samsung Electronics currently has a strong position.
For Apple, the new phone could also open a new source of revenue in the premium smartphone market.
Why does the foldable iPhone matter?
Foldable smartphones generally cost more than standard models.
Analysts expect Apple’s first foldable iPhone to target high-end buyers. The device could have a screen similar in size to an iPad mini when opened.
A premium price could help Apple increase its average selling price. It could also support higher profit margins if consumers are willing to pay for the new design.
Research firm IDC expects Apple to ship more than 17 million foldable iPhones by 2027.
The wider foldable smartphone market is also growing. IDC expects global foldable phone shipments to increase by 12.6% this year.
That comes as the wider smartphone market faces weaker demand and higher component costs.
Apple takes on Samsung
Samsung currently dominates the foldable smartphone market.
The South Korean company has continued to expand its foldable range as manufacturers look to make the category more popular.
Apple’s entry could bring more attention to the market because of the size of its iPhone customer base.
The launch will also come just days after John Ternus becomes Apple’s CEO on September 1. Tim Cook will move to the role of executive chairman.
For Apple, the September 9 event could therefore introduce more than a new iPhone.
It could mark the company’s first major move into a smartphone category that has so far been led by Samsung.
AI & Technology Product Launches
Last modified: August 27, 2026
