Apple’s New CEO Takes the Stage: Foldable iPhone, Price Hikes, and a Shifted Launch Strategy
TREE NEWS reports: On September 10 at 1 a.m. Beijing time, Apple will hold its annual fall special event under the theme ‘Surprise and shine.’ This marks the first product launch under the leadership of John Ternus, who officially became CEO on September 1. The event is expected to unveil the company’s most ambitious product lineup in years, headlined by a foldable iPhone, significant price increases for the Pro series, and a notable shift in the iPhone release schedule.
What’s Happening
According to a research note from Bank of America Securities analyst Wamsi Mohan, the event’s three core highlights are: Apple’s first foldable iPhone, a substantial price hike for the Pro models, and the postponement of lower-priced iPhone models to spring 2027. The foldable device, internally referred to as ‘iPhone Ultra’ or possibly ‘Fold,’ is expected to start at approximately $2,099, making it the most expensive iPhone ever. It will feature a book-style design with a 5.5-inch external OLED and a 7.8-inch internal OLED, powered by a 2nm A20 Pro chip, 12GB RAM, and up to 2TB storage. To achieve a slim profile (4.5mm unfolded, 9mm folded), Apple has reportedly removed Face ID in favor of side-mounted Touch ID and reduced the rear camera to a dual-lens system without a telephoto lens.
The Pro series (iPhone 18 Pro and Pro Max) will see internal upgrades rather than design changes, including the 2nm A20 Pro chip, larger batteries, and a smaller Dynamic Island. The Pro Max is expected to feature a mechanical variable aperture for the first time. Prices for the Pro models are projected to rise by $150–200 due to increased memory and storage costs. Notably, the standard iPhone 18 models will not be released this fall; they are now slated for spring 2027, meaning the holiday season will offer only the premium Pro and foldable models.
Market Implications
Apple’s stock has historically experienced a slight ‘sell-the-news’ dip after iPhone events, but typically recovers within 30 to 60 days. This year, however, the stock is already down about 6% over the past 60 days as of September 3. The market’s reaction will likely hinge on three factors: whether price increases exceed expectations, user adoption of Siri AI features, and management’s commentary on foldable demand. Bank of America maintains a Buy rating with a $380 price target (current price: $319.97), citing strong capital returns, long-term leadership in on-device AI, and option value from new products. They project FY2026 EPS of $8.85, up 19% year-over-year.
The launch strategy shift—offering only high-end models this fall—could boost average selling prices and product mix, but risks alienating price-sensitive consumers who may delay upgrades. In China, a key market, Apple faces intense competition from domestic brands like Huawei, Honor, OPPO, and vivo in foldables, where local players have matured in hinge technology, crease control, and fast charging. Additionally, Apple Intelligence is expected to finally launch in China, with Alibaba’s Qwen model integrated, but the rollout may be phased, with some Siri AI features not available until later in English beta.
Key Takeaways for Investors
- Watch the foldable reception: Demand for the $2,099 foldable will be a critical test of Apple’s ability to command premium pricing in a new form factor.
- Price elasticity: The $150–200 Pro price increase will reveal consumer tolerance for higher ASPs amid inflationary pressures.
- China strategy: Apple Intelligence’s China debut and foldable competition will be pivotal for market share in the world’s largest smartphone market.
- Historical pattern: Post-event dips have historically been buying opportunities, but this year’s pre-event decline suggests cautious positioning.
