Apple says ‘Fold’ and competitors ask ‘how wide?’

Apple is expected to hold the first hardware launch event for its new CEO John Ternus on September 9, 2026, announcing the release of its first foldable iPhone. This event will showcase Apple’s industry influence in the foldable screen technology field. Due to smooth preparations, some ordinary models of the iPhone 18 will be delayed until early next year, while the Pro series will be unveiled first. Although Apple entered the foldable screen market seven years later than Samsung Galaxy Fold, the process and product planning of this event demonstrate its strong market readiness and strategic determination.