According to sources familiar with the matter, Apple plans to unveil the foldable device in September alongside the iPhone 18 Pro and Pro Max. Typically, new iPhones go on sale within a week of their official announcement. Earlier reports had raised concerns about potential delays due to engineering challenges during the testing phase, which briefly pushed Apple’s stock down by 5.1% on Tuesday.

While the complexity of new display technologies and materials may limit supply in the initial weeks, Apple currently intends to release the foldable model either simultaneously with or shortly after the standard iPhone lineup. However, with mass production yet to begin and six months remaining before launch, the timeline is not fully finalized.

The foldable iPhone represents a major strategic move for Apple, aimed at expanding the iPhone lineup through new design innovations, higher-priced models, and enhanced features. Apple is seeking to better compete with Samsung and Chinese smartphone manufacturers, which have already been offering foldable devices for several years.

For Apple, the foldable iPhone is the second phase of a three-year plan to redefine the design and user experience of its flagship devices. Last year, the company introduced significantly redesigned Pro and Pro Max models, along with a thinner version called the iPhone Air. Apple is also developing a separate redesigned iPhone expected to launch in 2027 to mark the product’s 20th anniversary.

The foldable iPhone will share similarities with competing devices but is expected to feature key improvements. Apple engineers believe they have addressed longstanding issues such as display quality and durability, including reducing the visibility of screen creases when unfolded.

When opened horizontally, the device will offer a wider display format, making it more effective for video viewing and gaming compared to narrower foldable phones currently on the market. Apple is also planning to update iOS so that applications on the foldable device behave more like iPad software.

At the same time, the device is expected to be priced above $2,000. While this may limit demand among some consumers, it is likely to increase Apple’s average selling price and support revenue growth.

Market Interpretation:

Apple is also adjusting its annual iPhone release cycle. Its next entry-level model is expected to be delayed until spring 2027, when Apple plans to introduce a new iPhone Air and a more budget-friendly iPhone 18e. The company released the iPhone 17e just last month.

Overall, the foldable iPhone signals Apple’s renewed push into product innovation and premium positioning, helping to restore market confidence after earlier concerns about development delays.