Apple is preparing to unveil its newest series of iPhones, which is expected to include a foldable model, on Wednesday. The event will be led by the new CEO, John Tarnus, who took over from Tim Cook on September 1st.
Tarnus gave a brief speech on stage at the Steve Jobs Theater, starting the event to loud applause. In a video address, he highly praised Apple's pursuit of 'relentless perfection.' He announced that the iPhone 18 Pro and 18 Pro Max models will receive improvements in camera, battery, and performance.
The main focus of Apple in the new phones is on expanded AI-powered Siri capabilities. At the same time, the company emphasizes the importance of privacy and security, striving to stand out among competitors who have advanced further in AI integration.
Many of Apple's major competitors, such as Samsung, Motorola, and Google, have already released foldable smartphones. However, Apple is not rushing to adopt new technologies. Forrester analyst Dipanjan Chatterjee noted that entering the foldable device market aligns with Apple's strategy: 'Wait until the product eliminates flaws and the market shows signs of viability, then enter and shape the category.'
He added that foldable devices currently hold a very small share of the smartphone market, and testing Apple's ambitions will be its ability to turn this niche into a significant new segment.
Compared to previous generations, the iPhone 18 is likely to be more expensive due to a partial global chip shortage. The price of the iPhone 17 ranges from $799 to $1999 depending on the chosen model.
Earlier this year, Apple demonstrated achievements in artificial intelligence, including updates to the Siri assistant, emphasizing privacy and daily use, as the company tries to catch up with competitors in the AI field.
According to Chatterjee, Tarnus's keynote speech at the tech giant's headquarters in Cupertino, California, will determine the future direction of Apple. He noted that 'John Tarnus has inherited perhaps the most successful consumer technology machine of our time. This is both a blessing and a burden for him. Tim Cook's perfect execution, scale, and monetization set a high bar, and Tarnus needs to continue this success.'
Chatterjee also stressed that Tarnus must maintain this momentum while positioning Apple for its own breakthrough in the near future, when the iPhone, or any other smartphone, ceases to be the primary channel for consumers to connect with the world. Last year's iPhone 17 lineup, which included an ultra-thin model, sold well. This model was presented under the name 'Air,' which Apple previously used for its most elegant iPads and Mac computers.