Apple's New CEO John Ternus to Unveil iPhone 18, Likely Foldable Model

Apple is set to unveil its latest iPhone lineup on Wednesday, in what will be the first major product launch under new CEO John Ternus. Ternus took over from Tim Cook on September 1, and the event at Apple's Cupertino headquarters will offer an early glimpse of his strategic vision.

Industry observers widely expect the new generation to include a foldable iPhone, a category that rivals such as Samsung, Motorola, and Google have already entered. Apple has historically been cautious about adopting new form factors, preferring to refine technology before committing to it.

"The foldable launch is straight out of Apple's playbook: Wait for the product to work out its kinks and for the market to offer glimpses of viability, then enter and shape the category," said Forrester analyst Dipanjan Chatterjee. He noted that foldables still represent a tiny share of the smartphone market, and the real test will be whether Apple can turn that niche into a meaningful segment.

The upcoming iPhone 18 is likely to carry a higher price tag than its predecessor, partly due to a global memory chip shortage. The iPhone 17, which has sold well, ranged from $799 to $1,999 depending on the model. Last year's lineup also introduced an ultra-thin "Air" model, a naming convention Apple has used for its sleekest iPads and Macs.

Earlier this year, Apple showcased artificial intelligence enhancements, including upgrades to Siri, with a focus on privacy and everyday utility, as the company works to close the gap with AI rivals.

Chatterjee described Ternus's inheritance as both a boon and a burden. "Tim Cook's perfected execution, scale, and monetization set a high bar, and Ternus must extend that run," he said. "But he must sustain that momentum while positioning Apple to disrupt itself in the near future, when the iPhone, or any smartphone for that matter, will cease to be the consumer's primary conduit to the world."