--- title: "Apple Set to Unveil $2,000-Plus Foldable iPhone at High-Stakes Event" description: "Apple is preparing to take a major step into the foldable smartphone market, with the company expected to unveil its first foldable iPhone at its “Sur" author: "Abhishek Verma" published: 2026-09-08 updated: 2026-09-09 canonical: https://www.mindstick.com/news/4853/apple-set-to-unveil-2-000-plus-foldable-iphone-at-high-stakes-event category: "news" tags: ["news", "Tech News"] reading_time: 4 minutes --- # Apple Set to Unveil $2,000-Plus Foldable iPhone at High-Stakes Event Apple is preparing to take a major step into the foldable smartphone market, with the company expected to unveil its first foldable iPhone at its “Surprise and Shine” event on Wednesday. The launch would mark one of the biggest product shifts in the iPhone’s history and the first major showcase under new CEO John Ternus. The foldable device, whose final name has not been officially confirmed, has been widely rumored to carry an **iPhone Ultra** or **iPhone Duo** branding. Recent reports suggest the device could start around **$2,000**, while some estimates put higher-storage versions considerably above that figure. The Verge, citing Bloomberg’s Mark Gurman, reports that the device could start at $2,000 for a 256GB configuration. Unlike compact flip-style foldables, Apple is reportedly pursuing a **book-style design** that opens into a much larger display. Rumors point to a screen of roughly **7.8 inches when unfolded and 5.5 inches when closed**, with a focus on a thin design, durable hinge and a substantially reduced display crease. The premium device could also introduce software features designed to take advantage of its larger screen, including side-by-side applications and more advanced multitasking. Apple Pencil support has also been rumored, potentially positioning the foldable as a device that sits between a conventional iPhone and an iPad in everyday use. ## A Critical Test for John Ternus The announcement carries significance beyond the hardware itself. Ternus became Apple CEO on September 1 after succeeding Tim Cook, making Wednesday’s presentation his first major product launch in the role. Analysts will be watching closely to see whether Apple can turn its late entry into the foldable market into a competitive advantage. Apple has waited years while Samsung, Google, Huawei and other manufacturers established the foldable category. The strategy mirrors Apple’s traditional approach of entering emerging product categories after competing technologies have matured. That caution could be crucial because foldable smartphones remain a relatively small part of the overall smartphone market. Analysts nevertheless believe Apple’s brand strength could rapidly expand the category if the company delivers a compelling combination of design, durability and software. ## Pricing Could Be the Biggest Challenge The reported $2,000-plus price would make the foldable iPhone one of Apple’s most expensive mainstream mobile products. Analysts see the high price as both an opportunity and a risk: it could significantly boost revenue per device, but it could also limit adoption among consumers already facing higher smartphone prices. The launch comes amid broader supply-chain pressures and shortages affecting memory and other components. Apple is reportedly emphasizing its premium iPhone models this fall, with the standard iPhone 18 and other lower-priced models potentially arriving later. Morgan Stanley has reportedly forecast strong initial demand, while other analysts see Apple's entry as capable of reshaping the foldable market over the next several years. ## More Than a New iPhone The foldable is expected to share the stage with the **iPhone 18 Pro and iPhone 18 Pro Max**, alongside possible Apple Watch and AirPods updates. The event is also expected to highlight Apple's artificial-intelligence ambitions, including changes to Siri as the company attempts to close the gap with AI-focused rivals. For Apple, however, the foldable iPhone may be the defining announcement. If the company can persuade consumers to pay more than $2,000 for a device that competitors have offered for years, it could establish a new premium category and give Ternus an early signature achievement as CEO. If the product fails to justify its price, the launch could instead reinforce concerns that Apple is relying too heavily on premium pricing at a time when consumers are becoming more cost-conscious. Either way, the foldable iPhone is poised to make Apple’s September event one of its most closely watched launches in years. --- Original Source: https://www.mindstick.com/news/4853/apple-set-to-unveil-2-000-plus-foldable-iphone-at-high-stakes-event Copyright © MindStick Software Pvt. Ltd. This Markdown version is provided for developers, AI systems, and offline reading.