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“The foldable launch is straight out of Apple’s playbook: Wait
for the product to work out its kinks and for the market to
offer glimpses of viability, then enter and shape the category,”
said Forrester analyst Dipanjan Chatterjee. “The difference is
that foldables still represent a minuscule share of the
smartphone market. The test of Apple’s ambition will be whether
it can expand that niche into a meaningful new segment.”
Compared with earlier generations, the iPhone 18 likely will
cost more due partly to a global memory chip shortage. The
iPhone 17's price ranges from $799 to $1,999 depending on the
model.
Earlier this year, Apple unveiled artificial intelligence
advances, including upgrades to its Siri assistant, emphasizing
a focus on privacy and day-to-day use as the company tries to
catch up with rivals on AI.
The keynote address for Ternus at the tech giant’s headquarters
in Cupertino, California, will set the tone for his vision of
Apple's future, Chatterjee said.
“John Ternus inherits perhaps the most successful consumer
technology juggernaut in modern times. That is both a boon and a
burden for him. Tim Cook’s perfected execution, scale, and
monetization set a high bar, and Ternus must extend that run,”
Chatterjee said. “But he must sustain that momentum while
positioning Apple to disrupt itself in the near future, when the
iPhone, or any smartphone for that matter, will cease to be the
consumer’s primary conduit to the world.”
Last year’s iPhone 17 lineup, which included a new ultra-thin
model, has been selling well. That generation saw a new
slimmed-down model that adopted the “Air” name that Apple
already used for its sleekest iPads and Mac computers.
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