‘Most Significant Overhaul in the iPhone’s History’: Here’s When Apple Could Unveil Its Highly Anticipated Device

Why It Matters

Introducing a premium foldable expands Apple’s high‑end portfolio, lifting average selling price and challenging Samsung’s dominance, while opening a new revenue stream as the foldable market is projected to double.

Key Takeaways

• Foldable iPhone to launch September with iPhone 18 Pro lineup
• Price expected above $2,000, raising Apple’s average selling price
• New hinge reduces crease, offering 5.5‑in outer and 7.7‑in inner display
• Analysts predict foldable market could double by fiscal 2027

Pulse Analysis

Apple’s decision to debut its first foldable iPhone in September aligns with its traditional flagship launch window, allowing the company to ride the wave of media attention that accompanies the iPhone 18 Pro announcement. By pricing the device above $2,000, Apple signals a clear intent to cement a premium tier that can lift its average selling price, a metric that has plateaued in recent quarters. The foldable is being billed as the “most significant redesign” in the product’s 18‑year history, a narrative that reinforces Apple’s reputation for redefining hardware categories rather than merely iterating.

From a technical standpoint, Apple appears to have solved two of the most persistent foldable challenges: a visible crease and long‑term durability. The new hinge reportedly minimizes the fold line, while the outer 5.5‑inch display and an expanded 7.6‑to‑7.8‑inch inner panel bring the device into “mini‑iPad” territory, blurring the line between phone and tablet. Apple is also tweaking iOS so that apps behave more like they do on iPad, delivering a seamless multitasking experience. These refinements could make the foldable more appealing to power users who have previously shunned the category due to fragility concerns.

Industry analysts, including Morgan Stanley’s Erik Woodring, project that Apple’s entry could double the global foldable market by fiscal 2027, a growth trajectory that would benefit suppliers and boost Apple’s services ecosystem. The move also pressures Samsung and Chinese rivals, which have dominated the segment for years, to accelerate their own innovation cycles. If the device meets demand despite its steep price, Apple could unlock a new revenue stream that offsets slowing iPhone volume growth, while setting the stage for further design overhauls slated for 2027 when the iPhone celebrates its 20th anniversary.