Apple’s ‘Fold’ Revolution: Embracing Versatility in a World of Width

Apple is set to unveil its first foldable iPhone tomorrow, marking a significant milestone seven years after Samsung’s Galaxy Fold hit the market. While Apple may be late to the foldable phone trend, the anticipation leading up to this launch demonstrates that new CEO John Ternus has taken the reins of a highly influential company.

The upcoming iPhone event is expected to deviate from the norm. The release of some iPhone 18 models may be delayed, with the Pros launching first and the standard 18 slated for early next year. Leaks and rumors suggest that Apple will introduce its Pros alongside the first foldable iPhone, which is anticipated to be short, wide, and compact, resembling the size and shape of a passport.

This design may sound familiar to those following the phone industry this year. Several companies, including Samsung, Huawei, and Xiaomi, have already released passport-shaped foldable phones, indicating a growing trend in the market. Oppo and Honor are also rumored to be working on similar products.

Some may wonder how Apple fits into this landscape, given that other companies have already launched similar foldable phones. However, reports suggest that Apple has been exploring foldable iPhone designs since 2017, with leaks hinting at the smaller, wider form factor as early as February 2025. Apple’s well-established supply chain, honed by former CEO Tim Cook, moves slowly, giving competitors ample time to catch wind of Apple’s plans. Samsung is reportedly the manufacturer behind the foldable display panel in the new iPhone, indicating a long-standing awareness of Apple’s intentions.

Apple’s entry into the foldable phone market holds significance. Despite several years of foldable products, they still represent a niche segment, accounting for just 1.6 percent of smartphone sales in 2025. However, projections indicate a 20 percent growth in foldable phone shipments this year, with Apple expected to claim a 28 percent market share shortly after entering the market. Apple’s presence could propel foldable phones closer to the mainstream, much like it has done with other products in the past, prompting Android manufacturers to position themselves strategically.

From Apple’s perspective, this launch is significant for another reason: it marks John Ternus’ first hardware release as CEO. Ternus, known for his expertise in hardware engineering, played a key role in shaping Apple’s influential products. The challenge for Ternus lies in maintaining this influence by integrating his hardware knowledge with Apple’s marketing, supply chain, and services to ensure the company retains its market-shaping power in the years to come.