Apple’s New CEO John Ternus Unveils Foldable iPhone, Marking Aggressive Product Expansion

Apple’s chief executive John Ternus will unveil the first foldable iPhone less than two weeks after taking office on Sept. 1, 2026. The device emphasizes durability, performance, a low-visibility crease and an unfolded horizontal display resembling an iPad. Early supply constraints and a projected price of $2,000 or more are expected.

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Tim Cook’s 2011 succession from Steve Jobs featured rapid releases such as Siri, iPhone 5, iPad mini and Retina Macs, later adding Apple Watch, AirPods and Vision Pro. Ternus, a hardware engineer who led iPad performance and battery improvements, is positioned to drive the foldable launch and broader diversification.

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• John Ternus – Chief executive, former senior VP of hardware engineering.

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• Tim Cook – Outgoing chief executive, overseeing software and services.

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• Eddy Cue – Senior VP of services, steward of Apple’s $100 billion services business.

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• Sabih Khan – New COO, succeeding Jeff Williams.

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• Sept 1 2026 – Ternus assumes CEO role.

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• Mid-Sept 2026 – Foldable iPhone launch (price ? $2,000).

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• June 2026 – WWDC will debut iOS 27 with Siri upgrades.

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• Q4 2026 – Revenue forecast ? $150 billion.

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• Apple plans to add roughly ten new product categories in the coming years, up from three under Cook.

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The foldable’s premium price should lift Apple’s average selling price and may attract Android users, while limited initial supply could create scarcity-driven demand. Success would reinforce hardware leadership and support the diversification strategy aimed at offsetting slowing smartphone growth.

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At a recent town hall, Ternus emphasized that Apple is poised for a transformative impact and presented an AI roadmap that will integrate hardware, software and services. Cook noted upcoming Siri enhancements for iOS 27 at WWDC and acknowledged a prior misstep with the original Apple Maps launch.

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Analysts warn the $2,000 price may limit mass adoption and that early supply constraints could frustrate buyers. Observers question Ternus’s ability to align Apple’s hardware, software and services groups quickly enough to sustain the rapid product cadence. Siri’s ongoing issues also draw criticism.

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The $2,000 price is an expected figure; Apple has not confirmed a final amount. Supply-chain limits are described as “likely” without quantification, leaving initial availability uncertain. No exact launch date beyond “mid-September” has been disclosed.

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• “change the world” — John Ternus, Apple CEO (town hall)

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• “He said his goal was for Apple to continue doing what it does today: launching products across hardware, software and services.” — John Ternus, Apple CEO (town hall)

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• “A: In a rare moment of openness and reflection, Cook told employees that his first big mistake was approving the launch of Apple Maps that year.” — Tim Cook, former Apple CEO (reflected in town hall)

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Apple will release Q4 2026 earnings in late October, revealing early sales data for the foldable iPhone. Ternus’s AI roadmap will be detailed at a later developer event, and Cue’s services strategy will be outlined in the next fiscal-year plan.

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