Apple’s new chief executive, John Ternus, is preparing for his biggest test yet as the company readies to unveil a highly anticipated foldable iPhone and a major overhaul of its Siri assistant.
The upcoming event at Apple’s headquarters in California is seen as a critical moment for the tech giant. Analysts expect the company to introduce a new iPhone that folds open like a passport. Despite an expected price tag of more than $2,500, experts believe the device will quickly become the leader in the growing foldable phone market.
“Even with a $2,500 price tag, the Apple foldable is going to fly off the shelves,” said Nabila Popal, a senior research director at IDC. She noted that Apple is excellent at creating an aura of exclusivity and luxury, predicting the new device could generate over $45 billion in revenue by the end of next year.
But the hardware is only half the story. Ternus also faces intense pressure to prove that Apple can compete in the fast-moving race for artificial intelligence. After years of delays, the company has announced a deep revamp of Siri, reportedly using outside technology behind the scenes to make it smarter and more responsive.
Apple is also expected to update its premium iPhone Pro models, but the true focus of the week will be the folding device and the software that powers it.
Carolina Milanesi, an analyst at Creative Strategies, highlighted the high stakes of this software update. “If Siri still sucked, then he would have a much more difficult Wednesday,” she said. “Now they can comfortably say Siri is delivering and has value, but they need to just continue to work and make it better and keep up.”
For years, investors have been willing to look past Apple’s slow start in this new technology because of its massive, loyal customer base. Now, Ternus must convince both consumers and developers that Apple’s devices are the best way to experience these new tools. He is tasked with carrying forward the momentum built by former CEO Tim Cook, rather than playing catch-up to rivals like Google and OpenAI.
The stage is set for a major shift. For Apple, it is a chance to redefine the smartphone once again. For the new CEO, it is the moment the world will decide if he is truly ready to lead the company into its next chapter.
Promise Idoko is Junior Reporter working with moderncrux He covers global politics and international affairs. Based in Nigeria,
