‘Most Significant Overhaul in the iPhone’s History’: Here’s When Apple Could Unveil Its Highly Anticipated Device

Apple is preparing to launch its first foldable iPhone this year in September during the company’s typical phone debut period, people with knowledge of the matter told Bloomberg. 

The sources said that Apple will release the foldable phone alongside the iPhone 18 lineup, and the product’s price will cross the $2,000 mark. Though the high price point might deter some customers from buying the product, it could still increase Apple’s average sales price and spur revenue growth. Apple considers the device to be the most significant redesign in iPhone history. 

Bloomberg countered a report from news site Nikkei Asia on Tuesday that sparked concerns about a delay in the launch date of the foldable phone. The news outlet previously reported serious manufacturing snags that could push the device back by months. 

Bloomberg’s sources painted a different picture. They suggest that while the new display and materials could keep early supplies tight for a few weeks, Apple still plans to have the foldable iPhone hit shelves at around the same time as the regular iPhone models. Apple usually brings its newest phones to store shelves the week after it announces them. 

Last month, Bloomberg’s Mark Gurman described the foldable iPhone as “the most significant overhaul in the iPhone’s history.”

Morgan Stanley’s Erik Woodring has argued that Apple’s entry into foldables could “double the market for these devices by the end of fiscal 2027.”

What Apple’s foldable phone will look like

The foldable iPhone will have a few standout features. For one, Apple engineers think they have finally cracked two of the category’s biggest headaches: screen quality and durability, Bloomberg reported. One big improvement is a much less noticeable crease when users fully open the display. 

When unfolded, the phone will have a wider display that is better suited for watching videos or gaming than the narrower phones currently on the market, according to the outlet. Apple also plans to tweak its iOS operating system so apps on the new device feel closer to the iPad experience. 

Rumors suggest an outer display of roughly 5.5 inches and an inner panel in the 7.6 to 7.8 inch range, putting it squarely in “mini iPad” territory when unfolded. 

How the foldable iPhone fits into Apple’s broader strategy

The foldable iPhone marks a major move for Apple as it looks to expand iPhone offerings, with fresh designs, higher-end models and new features. The goal is to close the gap with Samsung and China-based competitors that have long been selling foldable phones, according to Bloomberg.

Foldable phones have been on the market for years. The first commercially available foldable smartphone in the world was the Royole FlexPai, released in China in late 2018. The first foldable smartphone that launched in the U.S. market in a meaningful way was Samsung’s Galaxy Fold, which arrived in 2019. 

Companies have sold roughly 40 million foldable phones over the past five years, per Statista. In comparison, Apple sold a record 247 million iPhones in 2025 alone, driven by high demand for the iPhone 17 lineup. 

For Apple, the foldable iPhone is the second phase of a three-year push to rethink what its flagship phone looks and feels like. Last year, it rolled out revamped Pro and Pro Max models, plus a slimmer iPhone Air. The company is already plotting another big redesign for 2027 to mark the iPhone’s 20th birthday, according to Bloomberg.

iPhone innovation has become a major focus for top Apple executives, including hardware boss John Ternus, who is a leading candidate to eventually succeed CEO Tim Cook, Bloomberg reported last month. Cook, however, indicated in an interview last month that he is in no hurry to step down. 

“There’s so much left that we can do with the iPhone,” Cook said in an interview last month with the podcast Inside the Ecosystem. “I think it’s going to continue to be the center of people’s digital lives.”