Nearly two decades after Steve Jobs held up the original iPhone and changed what a phone could be, Apple prepares to fold that legacy into something new — a passport-sized device that opens into a small tablet, unveiled on September 9 under a first-time CEO who built it with his own hands. The arrival of John Ternus, a hardware engineer, at the helm of the world's most valuable company marks a quiet but consequential shift: from the discipline of supply chains to the ambition of invention. In Cupertino and across the industry, the question being asked is not merely whether the foldable iPhone
Apple unveils first foldable iPhone on Sept 9 under new CEO Ternus
The foldable iPhone marks the biggest single change to the product's look in nearly two decades.
Mark
Why does the foldable iPhone matter so much? Isn't it just another form factor?
Mimi
It's the first time Apple has entered a category Samsung already owns and defined. That's rare for them. They're saying the foldable is worth doing now, which means they think they can do it better.
Mark
And the timing with the new CEO—is that coincidence?
Mimi
Not at all. Ternus has been working on this for years. The board timed his promotion to happen right when the product launches. It's a signal about what Apple cares about under his leadership.
Mark
What about the products they're *not* showing in September?
Mimi
That's strategic too. By pushing the regular iPhone 18 and iPhone Air to 2027, they're spreading out their announcements. It keeps people engaged longer and smooths out the sales curve.
Mark
So Tim Cook is just... gone?
Mimi
Not gone. He's staying as executive chairman. But he's stepping back from day-to-day leadership. Cook was all about operations and finance. Ternus is a hardware person. Different skill set, different priorities.
Mark
What does that mean for Apple's direction?
Mimi
More focus on new categories—like those smart home devices they're preparing. And more emphasis on what the hardware can do, not just how efficiently it can be made.
O Pulso
- Apple enters the foldable smartphone arena on September 9, directly challenging Samsung's years-long dominance with a passport-sized device that unfolds to a near-iPad screen.
- The launch doubles as a leadership debut — incoming CEO John Ternus, the hardware engineer who championed the foldable project, steps into Tim Cook's shoes with this product as his opening statement.
- Apple is deliberately fracturing its traditional fall release window, holding back the standard iPhone 18 and iPhone Air until early 2027 to spread revenue more evenly across the calendar year.
- Tim Cook does not disappear — he stays on as executive chairman, creating a dual-power structure that cushions the transition while leaving Ternus room to set a new course.
- The September 9 event, tagged 'Surprise and shine,' also brings iPhone 18 Pro models, new Apple Watches, a smart home hub, an updated HomePod mini, a refreshed Apple TV, and an upgraded iPad mini — a broad offensive across Apple's product ecosystem.
Nearly two decades after Steve Jobs held up the original iPhone and changed what a phone could be, Apple prepares to fold that legacy into something new — a passport-sized device that opens into a small tablet, unveiled on September 9 under a first-time CEO who built it with his own hands. The arrival of John Ternus, a hardware engineer, at the helm of the world's most valuable company marks a quiet but consequential shift: from the discipline of supply chains to the ambition of invention. In Cupertino and across the industry, the question being asked is not merely whether the foldable iPhone will sell, but what kind of Apple it announces to the world.
On September 9, Apple will hold an event at its Cupertino headquarters — streamed globally under the tagline 'Surprise and shine' — that is equal parts product launch and corporate turning point. The centerpiece is the company's first foldable iPhone: a device roughly the size of a passport when closed, unfolding to reveal a screen comparable to a small iPad. It is the most fundamental reimagining of the iPhone since its debut nearly two decades ago, and a direct challenge to Samsung, which has long owned the foldable category.
Joining the foldable on stage will be the iPhone 18 Pro and Pro Max, bringing faster processors, stronger battery life, and notable camera upgrades including a mechanical aperture on the larger model. Apple is also readying new Apple Watches, a smart home hub with a display, a refreshed HomePod mini, an updated Apple TV box, and an upgraded iPad mini — a sweeping push across its hardware lineup.
Notably absent from September will be the standard iPhone 18 and the iPhone Air, both pushed to early 2027. The delay is strategic: Apple is spreading its releases across the year rather than clustering them in the traditional autumn window. The lower-end iPhone 18e will follow in the new year alongside new Macs and iPads.
Underpinning all of it is a leadership change that gives the moment its deeper significance. John Ternus, a hardware engineer who drove the foldable iPhone from concept to product, is succeeding Tim Cook as CEO. Cook spent fifteen years building Apple into a supply-chain and financial powerhouse; Ternus signals a pivot back toward invention and new product categories, with artificial intelligence as a parallel ambition. Cook remains as executive chairman, keeping a hand on the institution he shaped while Ternus steps forward. September 9 will be the first real measure of what Apple looks like when a builder, not a manager, holds the top job.
Apple is stepping into the foldable smartphone market on September 9, a Wednesday that will mark both the company's boldest hardware move in years and the opening act of a new leadership era. The event, held at Apple's Cupertino headquarters and streamed online, carries the tagline "Surprise and shine"—a deliberate signal that the company is ready to show something genuinely different.
The foldable iPhone represents the most significant redesign the product has undergone since its introduction nearly two decades ago. The device will be roughly the size of a standard passport when closed, then unfold to reveal a screen comparable to a small iPad. It's a direct challenge to Samsung Electronics, which has dominated the foldable market for years. For Apple, entering this category is not a defensive move but a statement: the company that defined the smartphone is redefining what a smartphone can be.
Alongside the foldable, Apple will introduce the iPhone 18 Pro and Pro Max. These successors to the current flagship lineup will feature faster processors, extended battery performance, and significant camera enhancements—including a mechanical aperture on at least the larger model. The company is also preparing new Apple Watches to arrive around the same time, and a collection of home devices: a smart home hub with a screen, an updated HomePod mini, a refreshed Apple TV box, and an upgraded iPad mini.
What won't appear on September 9 is equally telling. The standard iPhone 18 and iPhone Air are being held back until early 2027. This deliberate staggering of releases reflects a strategic choice to distribute sales more evenly throughout the year rather than concentrating them in the traditional fall window. The lower-end iPhone 18e will launch alongside those delayed models in the new year, along with new Macs and iPads.
The timing of this launch is inseparable from Apple's leadership transition. John Ternus, a hardware engineer by training, is taking over as CEO from Tim Cook, who led the company for fifteen years. Cook built his reputation on supply chain mastery, sales acumen, and financial discipline. Ternus represents a different orientation: he has been the driving force behind the foldable iPhone project, and his ascension to the top job was deliberately timed to coincide with this product's debut. The message is unmistakable—Apple is signaling a renewed commitment to hardware innovation and new product categories, with artificial intelligence advancement as a parallel priority.
Cook is not leaving entirely. He will remain as executive chairman, a role that keeps him connected to the company while clearing space for Ternus to chart a new direction. For Apple investors and customers, September 9 will be the first real test of what that direction looks like when it meets the market.
Citações Notáveis
Ternus has been a driving force behind the foldable iPhone, and the timing of his transition to CEO was designed to coincide with the product's introduction.— Apple's announcement
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