Apple to Launch Foldable iPhone on Thursday, Overriding Tim Cook with New CEO John Ternus

This Wednesday (September 9), Apple will present its first foldable iPhone at its headquarters in Cupertino, California. This device represents the most significant design overhaul in two decades of iPhone history. Although development teams had studied flexible screens and related components for years, secret efforts began before Samsung popularized foldables with the Galaxy Fold in 2019. Outgoing CEO Tim Cook reportedly visited Asia around 2020, observing growing consumer use of competitors' models and pressing Apple to accelerate its own efforts. The project remains a top priority for company sales. New CEO John Ternus has assumed this leadership role as of September 1. He will be the one presenting the products on Wednesday. Wall Street expects Ternus to demonstrate that Apple can launch innovative hardware and an AI assistant capable of competing with rivals like Google's Gemini. Analysts also note that a successful Siri reformulation by the end of this year could help the company compete in generative AI.