Apple's Foldable iPhone Faces Huawei and Xiaomi in Key Market Test

Apple is set to host its "Surprise and Shine" event on Wednesday, September 9, 2026, where it is expected to unveil new iPhones and its first foldable device, entering a market already led by competitors. Bank of America analysts predict Apple will announce the iPhone 18 Pro, Pro Max, and a foldable model, potentially named Ultra or Fold, featuring a book-style design with dual OLED displays. The launch comes as Huawei and Xiaomi have recently released their own foldable phones, with Huawei controlling nearly 68% of China's foldable market. Despite entering the foldable market later than rivals, analysts believe Apple's strong ecosystem and brand appeal could drive significant demand, with IDC projecting over $45 billion in revenue for the foldable iPhone by next year.