The foldable iPhone from Apple (AAPL.US) will debut at the September 9 launch event! IDC predicts first-year shipments will exceed ten million units, marking the beginning of the Ternus era.

According to Zhitong Finance APP, Apple Inc. (AAPL.US) is set to hold its most important annual product launch event on September 9, officially unveiling its first foldable iPhone. This marks not only Apple's debut in the foldable device segment dominated by Samsung Electronics for seven years, but also the first major product launch led by new CEO John Ternus, signifying Apple's entry into a new era.

On Wednesday, Apple announced that the event would take place at its headquarters in Cupertino, California, on that week's Wednesday and would be livestreamed via its official website. According to invitations sent to the media, the theme slogan for this event is “Surprise and shine.”

Foldable Design: The Biggest Design Change in iPhone History

As the classic iPhone approaches its 20th anniversary, the foldable design signifies the most significant appearance change in the product's history. Reportedly, the device is roughly the size of a standard passport, and upon unfolding, the display nearly equals that of a small iPad, balancing portability with a large screen experience.

In addition to the foldable model, Apple will also release the iPhone 18 Pro and Pro Max, featuring faster chips, longer battery life, and major camera upgrades, with at least the larger version equipped with a mechanical aperture.

However, the second generation iPhone Air and the standard iPhone 18 will be absent from this event. According to reports, Apple has postponed these two products to a spring release next year in order to smooth out the annual sales cycle.

IDC: First-Year Shipments to Exceed 10 Million Units Despite High Price

Research firm IDC predicts that the first-year shipments of Apple's foldable iPhone could top 10 million units. Despite an expected price as high as $2,500, IDC Senior Research Director Nabila Popal stated, “This passport-sized Apple foldable is going to be hugely successful, targeting top-tier consumers who will rush to buy.”

IDC points out that Apple’s entry will reverse the downward trend in the foldable market, injecting new vitality into this category. This year, the foldable market is expected to grow by 12.6%, and next year the growth rate will further increase to 18%. By 2027, Apple will account for 40% of all foldable shipments.

Multiple New Products Ready, Ternus Era Officially Begins

This event will also see the simultaneous unveiling of a new generation Apple Watch. Additionally, Apple is preparing a series of home devices, including its first smart home hub with a display, a new HomePod mini, an upgraded Apple TV set-top box, and an upgraded iPad mini. Apple usually splits its fall launches into September and October events, so more products are expected to debut in October.

Another profound significance of this event lies in Ternus leading such a major launch for the first time as CEO. Reports indicate that Ternus has been a key driver of the foldable iPhone project, and his succession as CEO aligns with the launch of this product. Unlike outgoing CEO Tim Cook, who came from supply chain, sales, and finance, Ternus is a hardware engineer and has pledged to ramp up support for new categories and artificial intelligence technologies. After leading Apple for 15 years, Cook will stay on as Executive Chairman.

Smartphone Market Remains Under Pressure, Era of Cheap Devices Ends

The global smartphone market continues to face significant pressure. IDC forecasts a record 16.7% decline in the global smartphone market this year, a larger drop than previously estimated. Rising prices for memory chips and other components are restricting production capacity and pushing up end-user prices. “Components that enable AI features are precisely what is in short supply, and their costs are being directly passed on to consumers—the era of cheap smartphones has ended,” said IDC analyst Francisco Jeronimo.

Against this backdrop, Apple’s entry into the ultra-high-end market with its foldable iPhone is both a strategic response to the overall market downturn and a potential profit driver through brand premium and product innovation. The market is closely watching the September 9 launch to see if this “Surprise and shine” device can, as predicted by IDC, achieve the miracle of tens of millions in unit sales against the trend.