Apple expected to unveil first folding phone, with new CEO Ternus in command

Apple is widely expected to unveil a pricey folding iPhone at a launch event Wednesday in Cupertino, California, marking the first major product overhaul under new CEO John Ternus. The event is the most significant change to Apple's flagship product since 2017, with the iPhone generating $209.6 billion, over half of Apple's sales, in its last fiscal year. Ternus must convince customers to buy a foldable device potentially costing over $2,000, a new price high for the brand. Samsung and Huawei have sold folding phones since 2019, but the category remains niche. Analysts at IDC expect Apple to secure 40 percent of the market by next year, though challenges remain, including dust and water resistance, where Google's Pixel 10 Pro Fold currently leads.