International
oi-Gaurav Sharma
Apple is set to host its big September 9 product launch, a potentially transformative moment for the tech giant with both the launch of its latest iPhone lineup and possible debut of its long-rumoured first foldable iPhone.
The event is expected to get extra attention due to timing, as it will fall shortly after John Ternus takes over as Apple’s chief executive. Ternus is set to replace Tim Cook as CEO on September 1, who will transition to the position of executive chairman.
Apple’s September 9 launch may introduce its latest iPhone lineup and a foldable model, marking a significant strategic move for the premium segment under incoming CEO John Ternus.
Foldable iPhone could be the biggest announcement
Apple’s September events usually highlight the iPhone, its flagship product and one of the main drivers of the business. However, this year’s showcase could stand out if Apple finally enters the foldable smartphone market.
Competitors, particularly Samsung, have dedicated years to the development of foldable devices. Apple has so far stayed out of the segment despite consistent speculation indicating that it is working on its own foldable iPhone.
A foldable device could potentially give Apple a new ultra-premium category on which to build its current Pro models. Analysts have noted that an Apple product could potentially increase the company’s average selling price and target a more premium audience.
Despite the potential demand, Apple would have to resolve several engineering hurdles which include issues of durability, battery capacity and the display technology and the visible crease, issues common among foldable phones.
Software could be the key
If Apple unveils a foldable iPhone, its software experience could be just as important as the hardware. The company would have to show buyers how the iOS would function when switching from a small external display to the bigger internal screen.
Multitasking, gaming, video playback, reading and productivity could be all rethought to suit a new interface. Apple’s control of its ecosystem could allow it to encourage developers to optimise their software for the new product format.
Despite Apple’s potential edge, the company would be entering a market where competitors have gained a significant amount of experience. Samsung has had multiple generations of its foldables, while companies from China dedicated more time to thinning and competitively pricing displays.
A big test for John Ternus
Apple’s September launch will also present an early view of Apple’s strategy under Ternus. His appointment comes in a moment of expectation, with buyers hoping to see not just small tweaks to existing products but new hardware that targets innovative features.
A foldable iPhone would provide Apple with a high-profile product category that should potentially be an enduring product through his tenure as the company’s head.
Investors are likely to take into account the cost, with production capacity, availability and projected demand being important areas of interest.Although foldables occupy a relatively small share of the overall smartphone market, they carry tremendous importance for the premium segment.India could also be a significant market for Apple as it continues its expansion into the country both in terms of retail, manufacturing and a growing base of customers for its premium segment.
The regular iPhone range is likely to remain central to September 9’s event, with potential upgrades to its cameras, processors, displays, battery performance and artificial intelligence features.
If the foldable iPhone has its big debut on its long-awaited debut,however, Apple’s September event could be much more than just a launch of its annual iPhone. It could mark a new product strategy and the beginnings of the John Ternus era.
