# Apple's iPhone 18 Launch: What to Expect from the Most Radical Redesign Yet Foldable design and new product categories could redefine Apple's future at Wednesday's event. - **Source:** [Fast Company](https://www.fastcompany.com) - **Published:** 2026-09-05 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/acc52a31-e4c6-460c-a72c-43dac2dbea2d ## Historic Design Shift The iPhone 18 may introduce only the third major design overhaul in Apple's history, following the original iPhone (2007) and iPhone X (2017). Industry insiders suggest a passport-style foldable design could replace the traditional form factor, marking Apple's belated entry into the foldable market dominated by Samsung since 2019. This comes after Apple reportedly spent 5 years developing hinge technology that meets their durability standards. ## Beyond Smartphones Analysts expect the event to showcase Apple's expansion into adjacent product categories. Prototypes suggest new wearables could include AR glasses with LiDAR sensors and a health-focused smart ring. The company may also reveal HomePod models with advanced spatial computing capabilities, leveraging technologies from their Vision Pro headset. These moves align with Apple's strategy to diversify beyond smartphone dependence. ## Strategic Timing The September 9 date follows Apple's traditional late-summer launch window but comes during a critical period. With iPhone sales growth slowing to 1.2% YoY in Q2 2024, the company needs reinvigoration. The event coincides with the 17th anniversary of the original iPhone announcement, suggesting symbolic importance. Competitors like Samsung and Google have already announced foldable launches for early 2025. ## Supply Chain Innovations The foldable design reportedly uses a new titanium alloy frame that's 15% lighter than current models. Display analysts note Apple has secured exclusive rights to Samsung's latest ultra-thin glass (UTG) technology through 2026. Production challenges have led to initial shipment estimates being revised down to 8-10 million units for 2024, compared to 15 million originally projected. ## Software Ecosystem iOS 18 will introduce unique features for the foldable form factor, including a patented 'Flex Mode' that automatically adjusts UI elements when folded. Developers have received new APIs for adaptive app layouts. Early tests show productivity apps can display three active panels simultaneously when unfolded - a first for iOS. The update may finally bring always-on display functionality. ## Pricing Strategy Industry leaks suggest a starting price of $1,299 for the base foldable model, positioning it as a premium option above Samsung's Galaxy Z Fold 6. Apple will reportedly continue selling traditional iPhones alongside the new design. Analyst Ming-Chi Kuo predicts the foldable could command 35% of Apple's 2025 iPhone revenue despite lower unit sales. ## Market Implications The launch could trigger a wave of innovation across the smartphone industry. Competitors may accelerate their own foldable roadmaps, while accessory makers scramble to develop compatible cases and peripherals. Apple's entry validates the foldable category that currently represents just 3% of global smartphone shipments but is growing at 65% annually. ## Defining Moment This event represents Apple's most significant product transition since embracing OLED displays. Success could extend Apple's premium market dominance for another decade, while failure might mark the first major misstep of the post-Jobs era. The company's ability to redefine user expectations around foldables will determine whether this becomes a footnote or a new chapter in mobile computing history. ## Sources covering this story - https://www.fastcompany.com/91596585/what-to-expect-apple-iphone-18-launch-event-wednesday-fold-watch-tv-price-john-ternus — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._