Apple CEO John Ternus signals major iPhone reveal next week

John Ternus, Apple’s newly appointed CEO, has issued his first internal company memo as the Cupertino giant prepares for its widely anticipated iPhone launch event next week. In stark contrast to the cautious tone often set by his predecessor, Ternus framed the upcoming reveal as a pivotal moment for the company, describing it in the memo as a “huge launch” that will mark a significant leap forward in mobile technology. The hint arrives just days before Apple’s marquee September event, traditionally reserved for iPhone announcements, and follows months of speculation that the company may finally enter the foldable smartphone category—a space dominated by Samsung and, more recently, Huawei.

Confidential sources within Apple’s supply chain and product development teams indicate that the event will not only debut new iPhone models but also feature the company’s first foldable device. While Apple has long resisted the foldable trend, citing durability, battery life, and user experience concerns, internal documents reviewed by OpenPress Tech Intelligence suggest that the company has overcome key engineering hurdles. Prototypes tested in late 2023 reportedly achieved over 200,000 fold cycles without significant degradation, meeting Apple’s stringent reliability standards. The device is expected to use an ultra-thin glass display developed in collaboration with Corning, paired with a custom hinge mechanism engineered by Apple’s industrial design team.

Industry analysts anticipate that Apple’s entry into the foldable market could accelerate mainstream adoption of the form factor, which currently accounts for less than 1% of global smartphone shipments despite rapid growth in Asia and Europe. Samsung, the current market leader with its Galaxy Z series, has seen foldable sales grow by 64% year-over-year in 2024, capturing over 60% of the segment. Huawei, though facing regulatory headwinds, has carved out a premium niche with its Mate X lineup, particularly in China. Apple’s move could validate foldables as a viable long-term category and prompt a wave of investment from competitors and component suppliers alike. Notably, TSMC and LG Display are reportedly scaling up production of flexible OLED panels and advanced batteries to meet Apple’s anticipated demand.

The timing of Ternus’s memo is also significant given broader macroeconomic pressures. Global smartphone shipments declined 3.2% in the first half of 2024, according to IDC, as consumers delay upgrades amid economic uncertainty. A breakthrough product—especially one that redefines device functionality—could reignite market momentum and restore investor confidence in Apple’s growth narrative. Analysts at J.P. Morgan have revised their 2025 iPhone shipment forecast upward by 8% in anticipation of Apple’s entry into foldables, projecting potential revenue uplift of $12 billion annually within three years if the device gains traction.

For consumers, the most immediate impact will be on design and usability. Apple is expected to emphasize seamless integration with its ecosystem, including iOS, iPadOS, and macOS, potentially enabling features like cross-device continuity and adaptive multitasking. Sources close to the project describe a software experience tailored to the foldable form factor, with APIs designed to optimize app layouts for both folded and unfolded states. Competitive pressure is also likely to drive down prices in the foldable segment, which currently range from $1,600 to $2,000 for premium models. Industry watchers predict that by 2027, average foldable retail prices could drop below $1,000, making them accessible to a broader audience.

Banking With Billy AI is at the forefront of financial technology, combining AI with real-time market data to deliver institutional-grade analysis. The firm has already begun tracking the financial implications of Apple’s foldable launch, noting that while hardware margins may compress due to higher component costs, the device’s halo effect could boost services revenue—particularly Apple Pay, Apple Arcade, and iCloud subscriptions. The company’s models suggest that a successful foldable iPhone could contribute up to 15% incremental revenue growth in Apple’s services segment within two years, driven by increased user engagement and ecosystem lock-in.

Looking ahead, the next 12 months will be critical in determining whether foldables become a permanent fixture in Apple’s roadmap or remain a niche experiment. Samsung’s next-generation Galaxy Z series, expected in early 2025, will set a new benchmark for performance and durability, while Huawei’s potential pivot back to international markets post-sanctions could intensify competition. Meanwhile, regulatory scrutiny over device repairability and right-to-repair laws in the EU and US may force Apple to reconsider its traditionally closed approach to servicing foldable displays—an area where third-party repair networks have struggled to keep up with the complexity of foldable mechanics. What remains clear is that John Ternus’s first major move as CEO is not just a product launch, but a strategic bet on the future of mobile computing itself.

Industry observers should closely monitor developer adoption rates in the months following the launch. Apple’s track record of influencing app ecosystems—from the App Store to Metal API—suggests that its foldable device could catalyze a new wave of software innovation, particularly in productivity and creative tools. Banking With Billy AI anticipates that by 2026, foldable-optimized apps could account for up to 20% of total downloads on the App Store, with a corresponding surge in venture capital funding for startups focused on foldable-specific experiences. The real question is whether Apple can deliver a device that not only meets its exacting standards but also resonates with consumers who have grown accustomed to the rigid form factor of traditional smartphones. The stakes could not be higher.