Apple is set to unveil its latest iPhone lineup Wednesday, expected for the first time to include a foldable model.
Rivals such as Samsung, Motorola and Google already sell foldable phones, but analysts say Apple’s wait-and-see approach is typical.
“The foldable launch is straight out of Apple’s playbook: Wait for the product to work out its kinks and for the market to offer glimpses of viability, then enter and shape the category,” said Forrester analyst Dipanjan Chatterjee. Mr. Chatterjee said foldables still make up a small share of the smartphone market, and the real test will be whether Apple can turn that niche into something bigger.
Wednesday’s event also marks the first major keynote for new CEO John Ternus, who took over from Tim Cook on Sept. 1. Mr. Chatterjee said Mr. Ternus inherits “perhaps the most successful consumer technology juggernaut in modern times,” calling it both an opportunity and a challenge, since Mr. Cook set a high bar for execution and profit before stepping aside.
Shoppers should expect higher prices. The new iPhone 18 series will likely cost more than last year’s models, partly because of a global shortage of memory chips. The iPhone 17 currently ranges from $799 to $1,999 depending on the model.
Apple also unveiled AI upgrades to its Siri assistant earlier this year, as it tries to catch up with competitors on artificial intelligence.
Read more:
• New Apple CEO to unveil latest iPhone lineup
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