John Ternus announces foldable iPhone launch September 12

Apple’s new chief executive, John Ternus, sent a memo on Monday that the company will hold a “huge launch next week” in Cupertino. The memo, which has been shared by insiders, suggests the event will feature the first-ever foldable iPhone. The launch is scheduled for the Apple Keynote on September 12, a date that has become the focal point for every speculation about the company’s next flagship.

Apple has been quietly developing fold‑able technology for years, but the company has always been cautious about rushing new hardware to market. In the past, it has waited for its design and software to be fully polished before announcing a product. The move to a foldable phone marks a shift in Apple’s strategy, mirroring competitors such as Samsung, Xiaomi, and Huawei that have already released fold‑able devices. The memo signals that Apple believes it can bring a high‑quality foldable to consumers while maintaining its premium brand image.

Industry analysts say the rumored device could be called the iPhone 15 Fold or iPhone 16, and it may feature a flexible OLED panel that folds in half like a book. Reports suggest Apple is using new composite materials to keep the device durable, and the price could start at $1,199. Investors are watching the event closely, because a successful launch could boost Apple’s sales numbers for the fall quarter and help the company stay competitive in a market that is increasingly focused on multitasking and larger displays. Some analysts worry about battery life and the durability of the hinge, but Apple’s reputation for engineering excellence may assuage those concerns.

The keynote will likely unveil the foldable’s design, software integration, and a lineup of accessories such as a new Apple Pencil that can be stored inside the device. Apple will also announce its iOS updates that support the new form factor, and it may reveal other hardware updates such as a new chipset and camera system. If the foldable performs well, it could become a cornerstone of Apple’s product strategy for the next few years, setting a new standard for what a smartphone can be.