Apple’s first foldable iPhone could bring back some of the product excitement associated with its earlier launches, according to Bloomberg’s Mark Gurman. The device is expected to be introduced at a launch event on or around September 9, and Gurman considers it Apple’s most exciting new product in several years.
Apple has introduced products such as AirPods, the redesigned iPad Pro, Apple Watch Ultra and Vision Pro over the past decade. However, Gurman says the pace of major new products has slowed compared with the period that followed the original iPhone.
What people who used Apple’s foldable iPhone think
Since using Samsung’s first foldable phone in 2019, Gurman has highlighted how foldables combine a conventional smartphone with a larger screen for videos, gaming, video calls and productivity.
People who have used Apple’s upcoming foldable iPhone reportedly liked:
- Pocket-friendly design
- Feel and durability of the hinge mechanism
- iPad-like app layouts on the larger internal display
- Larger display as a camera viewfinder
How it stacks up against existing foldables
Apple is entering the foldable market after Samsung, Huawei and Google have already spent years developing the category. Samsung has also already introduced the Galaxy Z Fold 8.
Apple’s entry could raise awareness of foldable phones and lead more consumers to try the form factor. Android users who want a foldable but do not want Apple’s ecosystem could instead turn to Samsung or Google. The competing platforms also offer foldables with larger displays, including the Z Fold 8 Ultra and Pixel 11 Pro Fold.
The foldable iPhone is expected to have two notable hardware differences:
- Camera: It reportedly will not include a telephoto camera, so it will lack the deeper zoom capabilities available on Apple’s higher-end iPhones.
- Authentication: It is expected to use Touch ID instead of Face ID.
The device is expected to cost more than $2,000, making the lack of a telephoto camera notable at this price.
Why China could be important
China could be one of the most important markets for Apple’s foldable iPhone. Foldables accounted for about 1.6% of global smartphone shipments in 2025, while China accounted for more than half of worldwide foldable shipments, with more than 10 million units sold.
Apple has been looking for products that can resonate in China, where local competitors, particularly Huawei, have been more aggressive with new designs. According to Gurman, many consumers in China are seeking eye-catching hardware features and the status associated with a premium device.
More details about Apple’s first foldable iPhone could emerge as the launch event approaches.