Apple’s Foldable Debut Marks a New Era Under John Ternus

The upcoming event is expected to feature a staggered rollout, with the foldable iPhone taking center stage alongside the Pro models, while standard iPhone 18 units face delays until early next year. Despite a crowded market featuring devices from Huawei, Xiaomi, and Samsung, industry analysts suggest these manufacturers moved toward the passport-shaped design in anticipation of Apple’s specific hardware trajectory. Because Apple’s supply chain often leaks years in advance, competitors likely pivoted their designs to align with a product Apple has been refining since 2017.

This preemptive imitation mirrors previous shifts, such as the industry-wide rush to match the MacBook Neo’s design language. For the foldable category, which currently captures only 1.6 percent of total smartphone sales according to Counterpoint, Apple’s entry serves as a catalyst. The company is projected to capture 28 percent of the market within months of launch, potentially dragging a niche product into the mainstream. For John Ternus, this release serves as a litmus test for his leadership. As the former head of hardware engineering, Ternus must prove that Apple can continue to dictate market standards, effectively balancing his technical background with the company’s massive supply chain and marketing machinery.