New Delhi: Apple has a new CEO, and this marks the first tough challenge he has taken on. Only a day later, on September 9, 2026, John Ternus (who had replaced Tim Cook as Apple’s CEO just 7 days ago) was taking the podium in Cupertino, to announce the launch of the company’s first-ever foldable iPhone device. His first major product launch as a top leader, and the tech world was in the eyes of everyone.
What happened
The new foldable phone opens like a small book or passport, just like other foldable phones that are already released by Samsung. It may reach as high as $2,000, and could be near $2,500, reports say. Well, an exorbitant cost for any iPhone.
Apple also refreshed its Pro and Pro Max versions of the iPhone with the new foldable. The real highlight for industry observers, however, was Apple’s inclusion of a foldable device as it imagines the design will draw in attention and usher in Ternus’s reign.
Will it succeed?
It’s uncertain at this point, but there are indications so far that are mixed.
The good news is that several analysts think that the phone will do well even because of its high cost. People like to have what they don’t have, and that’s exactly what Apple does well, experts say. In the short-term, some analysts, such as Morgan Stanley’s, believe demand will remain strong while supply might only be modest.
On the difficult level, it’s real challenge. The device might not be the most powerful processor or have the sharpest camera as compared to the competition. Apple is also dealing with the pressure of demonstrating its capability in the AI field and in the case of Siri, it’s been years in development. Slow App Store revenue growth has also been an area of concern for some analysts.
What if it doesn’t work out?
The foldable iPhone, if it fails to achieve the sales figures they are hoping for, could cause issues for Ternus early on as CEO. It could cause some questions for investors regarding if he can replicate the steady growth Apple experienced under Tim Cook. It may also increase the pressure for Apple to make their AI features better quicker, as people might begin to think the Apple assistant isn’t as good as other rivals such as Google’s Gemini.
However, even a slow start wouldn’t necessarily be the end of the story. Like previous products, Apple will enhance and/or repurpose the product over the coming years and years and charge less for it. While the launch may flop, it could become a more viable product line if it doesn’t.
It remains to be seen how the buyers will react in the next few weeks, but it will be a major indicator as to the future of Ternus at Apple.
