Apple is gearing up for one of its most closely watched product launches in years, with the company set to hold its next major event on September 9.

The event is expected to bring a new iPhone line-up and, potentially, Apple’s long-awaited first foldable iPhone, a device that could mark a major new chapter for the company.

It will also be the first major product launch under new CEO John Ternus, who took over on September 1. Ternus, Apple’s longtime hardware chief, succeeded Tim Cook, who has moved into the role of executive chairman.

Why the foldable iPhone matters

Apple’s possible entry into the foldable phone market is being closely watched by investors and the wider technology industry.

Analysts expect a foldable iPhone to sit at the premium end of Apple’s product range, potentially helping the company push up average selling prices and profit margins.

Reports suggest the device could open up to offer a display similar in size to an iPad mini. Apple is expected to ship more than 17 million foldable iPhones by 2027, according to IDC projections cited in reports.

The move would put Apple in more direct competition with Samsung, which currently dominates the still relatively small but growing foldable smartphone market. IDC expects foldable phone shipments to grow this year, even as the broader smartphone market faces a sharp decline.

New CEO faces first big test

The September event will be an early and highly visible moment for Ternus as Apple CEO.

His appointment was seen as a signal of Apple’s continued focus on hardware, an area that has long been one of the company’s biggest strengths. Ternus previously led Apple’s hardware engineering division and has been involved in the development of several of its major devices.

The new leadership team also faces supply chain challenges. Apple has raised prices across some Mac and iPad products as costs for memory and storage components have increased.

The company warned in July that it was facing significant supply shortages, which could affect sales during the current quarter.

Apple’s previous iPhone launch helped fuel a strong consumer upgrade cycle, raising expectations for what could be another important September event.

For now, Apple has not confirmed the full product line-up. But if the foldable iPhone makes its debut, September 9 could become one of the most significant Apple launches in years.