John Ternus’s first test at Apple: selling a $2,000 foldable iPhone
Apple unveiled its first foldable phone, named the iPhone Duo, during an annual fall event at its Cupertino, California headquarters. Led by new CEO John Ternus, the passport-shaped foldable device carries a steep price tag starting near $2,000. The hardware push represents the largest design change in the nearly 20-year history of the smartphone line. Alongside the foldable flagship, Apple debuted iPhone 18 Pro models featuring artificial intelligence upgrades, new AirPods, and the health-focused Apple Watch Series 12 to revitalize sales.
What changed
Apple officially debuted the iPhone Duo and iPhone 18 Pro lineup at its headquarters, confirming previous expectations of a foldable release under John Ternus.
Live updates
-
Apple Unveils $2,000 Foldable iPhone Duo Under New CEO John Ternus
Apple unveiled its first foldable phone, named the iPhone Duo, during an annual fall event at its Cupertino, California headquarters. Led by new CEO John Ternus, the passport-shaped foldable device carries a steep price tag starting near $2,000. The hardware push represents the largest design change in the nearly 20-year history of the smartphone line. Alongside the foldable flagship, Apple debuted iPhone 18 Pro models featuring artificial intelligence upgrades, new AirPods, and the health-focused Apple Watch Series 12 to revitalize sales.
Why it matters
This product launch serves as an early test for John Ternus to demonstrate the tech giant can innovate during a challenging period. Market success for the luxury device relies on overcoming tight supply constraints and proving durability to consumers. Observers are watching whether the steep pricing strategy and radical redesign can successfully expand the foldable market.
What is confirmed
- Apple unveiled its first foldable phone, the iPhone Duo, at its Cupertino headquarters.
- The new passport-shaped foldable device carries a price tag starting near $2,000.
- John Ternus led the launch event as the new Apple CEO.
- Apple also introduced iPhone 18 Pro models with AI upgrades, new AirPods, and the Apple Watch Series 12.
Still unconfirmed
- Success for the foldable iPhone will be judged by tight supply and limited availability.
What to watch next
- Consumer demand and shipment timelines for the $2,000 iPhone Duo
- Subsequent post-event share price recovery for Apple stock
confidence 95%Sources used for this update (8)
- www.detroitnews.com — Apple expected to unveil first folding phone
- olorisupergal.com — Apple Set to Launch $2,000 Foldable iPhone Duo as New CEO Takes Charge
- www.cnn.com — Apple’s new CEO expected to reveal the first foldable iPhone
- www.computerworld.com — The iPhone is now Apple’s ‘intelligent personal hub’
- www.straitstimes.com — Apple debuts passport-shaped foldable phone, called Duo
- www.ibtimes.com.au — Apple's First Foldable iPhone Will Be Judged by Tight Supply and a Steep $2,000-Plus Price Tag
- uk.finance.yahoo.com — Apple event live: iPhone Duo, iPhone 18 Pro & watches announced
- www.cnbctv18.com — Apple’s iPhone 18 launch puts its post-event share rebound to the test
-
John Ternus Faces First Major Test with Apple Foldable iPhone Debut
Apple CEO John Ternus takes the stage on Wednesday to unveil the company's first foldable iPhone during a launch event. The high-profile hardware push aims to reignite innovation and boost sales with a premium price point near $2,000. Wall Street anticipates the debut of the radical redesign alongside the iPhone 18 Pro, new Siri AI, and the Apple Watch. This product introduction serves as an early test for Ternus to demonstrate the tech giant can deliver during a challenging period.
Why it matters
The upcoming product reveal anchors a broader two-year strategy that encompasses AI wearables, new Macs, iPads, and home devices. Apple seeks to raise prices across its device range to offset rising costs. The foldable project represents the first significant hurdle for Ternus in his role as chief executive.
What is confirmed
- Apple is set to reveal its first foldable iPhone on Wednesday.
- CEO John Ternus will lead the product unveiling event.
- The foldable iPhone is expected to carry a price tag near $2,000.
- The launch event is scheduled for September 9.
Still unconfirmed
- The iPhone 18 Pro, new Siri AI, and Apple Watch will also be unveiled at the event.
What to watch next
- The official Wednesday launch event led by CEO John Ternus
- Actual pricing and unit sales targets confirmed by Apple during the product reveal
- Unveiling details regarding the new Siri AI and iPhone 18 Pro
confidence 95%Sources used for this update (5)
- nypost.com — Apple’s first foldable iPhone is set to debut Wednesday — and all eyes are on new CEO John Ternus
- ukrmedia.news — Apple is preparing the biggest change to the iPhone in years: what will be unveiled on 9 September
- www.briefs.co — Apple set to reveal first foldable iPhone, marking its biggest iPhone redesign yet
- finance.yahoo.com — Apple's new CEO John Ternus expected to debut foldable iPhone at event Wednesday
- www.aol.com — Apple's Ternus faces AI test as foldable iPhone takes center stage
-
Apple CEO John Ternus Faces First Test With $2,000 Foldable iPhone
Apple CEO John Ternus is overseeing a major hardware push that includes the launch of a foldable iPhone. The device may carry a price tag of $2,000 as the company seeks to raise prices across its entire device range to offset rising costs. This initiative is part of a broader two-year strategy encompassing AI wearables, new Macs, iPads, and home devices. The foldable project represents the first significant hurdle for Ternus in his role as chief executive.
Why it matters
The shift toward a foldable form factor follows years of market movement by competitors. Apple must now balance high production costs with consumer willingness to pay a premium price. This strategy coincides with a larger hardware refresh across multiple product lines.
What is confirmed
- Apple CEO John Ternus is managing a foldable iPhone project.
- The first foldable iPhone may cost $2,000.
- Apple needs to raise prices across its device range to account for rising costs.
Still unconfirmed
- Apple plans a two-year hardware push including AI wearables, new Macs, iPads, and home devices.
- The foldable device will be named the iPhone Ultra.
- The iPhone Ultra will have three advantages over the iPhone 18 Pro.
- Case manufacturers have information regarding the design of the folding iPhone.
What to watch next
- Official confirmation of the foldable iPhone pricing
- Release date for the foldable hardware
- Announcement of AI wearable specifications
confidence 80%Sources used for this update (9)
- Yahoo Finance — Apple's first foldable iPhone may cost $2,000
- Mashable — The latest iPhone Ultra rumors and leaks: Everything we know about Apple's first foldable
- AppleInsider — This is the folding iPhone, if case manufacturers are right
- 9to5Mac — Three advantages iPhone Ultra will have over iPhone 18 Pro
- Financial Times — John Ternus’s first test at Apple: selling a $2,000 foldable iPhone
- www.techrepublic.com — Apple Reportedly Plans Major Hardware Push Under John Ternus
- www.straitstimes.com — John Ternus’ first test at Apple – selling a US$2,000 foldable iPhone
- www.irishtimes.com — Foldable iPhone for $2,000 is first hurdle for John Ternus at Apple
- www.cnbc.com — Here are the 3 big things we're watching in this holiday-shortened trading week