# Apple Foldable iPhone Strategy and Market Entry

**Podcast:** TechCrunch Daily Crunch
**Published:** 2026-09-09

## Transcript

This is TechCrunch.
To quote a listener, it pays to listen.
Check us out and subscribe wherever you listen to podcasts.
What can we expect from the upcoming Apple launch?
Let's talk about it.
I'm Imran Shaikh and your Wednesday Daily Crunch unfolds for you right now.
Folks, it's finally happening.
This week, we are probably about to see Apple's first...
foldable iPhone.
More than five years, I mean, that's a full deep space mission on Star Trek years long after Samsung launched its first foldable phone.
Apple's annual iPhone release events are always interesting in one way or another, but this year's presentation is one of the most anticipated in a while.
You see, as Tim Apple, er, I mean, Tim Cook, hands off the CEO role to former vice president of hardware engineering John Turnus, people have high expectations for Apple's next devices, especially since the company's embracing an entirely new form factor.
Now, while Apple is usually tight-lipped about its product launches, there are always inevitable leaks, giving us insight into what we might see during the September 9th Apple event.
Now, while the foldable iPhone is obviously the most exciting, we're also anticipating news about AirPods, HomePods, and the non-foldable iPhone 18 line.
Now, I know what you're thinking.
If Apple's made its consumers wait over half a decade for it to enter the foldable market, its first attempt better be a good one, especially since reports indicate that the phone will cost more than two grand.
At least it's not as pricey as the $3,500 Apple Vision Pro headset, am I right?
And unlike headsets, people actually buy smartphones.
Now the good news is that people who claim to be early testers of the device have reported back.
positive experiences.
You see, according to Bloomberg's Apple insider Mark Gurman, the foldable iPhone has a premium feel, fits nicely into a pocket, and opens up into a wide, iPad-like display.
The phone's expected to sport a 5.5-inch cover display, which expands to 7.8 inches when the screen is unfolded.
When folded in, the device will look shorter and wider than your typical iPhone.
To make hardware that's still sleek enough to pocket when folded, Apple has had to make some concessions.
Yeah, the device reportedly skips the telephoto camera, which could be disappointing to the kind of Apple consumers who are willing to open up their wallets for a phone that's expensive enough to feed a family for months.
However, the phone is expected to have a dual-lens rear camera system with a main and an ultra-wide lens, similar to what's on Apple's more basic iPhones.
Rumor has it that Apple will include MagSafe, the magnetic wireless charging and accessory system, but that it's going to forego Face ID to save space, relying instead on a Touch ID fingerprint button on the phone's side.
Now, that shouldn't be a huge concession.
Touching a button is about as easy as looking at a screen, but it might take some getting used to if you've become accustomed to Face ID.
Like other foldable phones, the iPhone Ultra, as it's going to be called, is expected to support side-by-side multitasking, letting you run two apps at once, one on each half of the unfolded screen.
Now, even though it'll resemble a small iPad when opened up, it's still going to run iOS rather than iPadOS, though that shouldn't be cause for concern since Apple's newest chips are plenty powerful enough to handle it.
In fact, the same chip reportedly powers Apple's budget MacBook Neo laptop.
Now, a pain point for foldable phone users thus far has been the dreaded crease.
You see, with other companies' foldable phones, you can see the evidence when you open the phone that this isn't your standard display.
It's a hard problem to solve, quite frankly, and one that maybe isn't worth the technical effort, though Apple has, supposedly, created a display where the crease isn't as visible.
Of course, if foldables aren't your thing, or if you don't want to spend double the price on your next phone, don't worry.
Apple's got you.
Apple's also expected to release some new devices in the iPhone 18 line.
We've heard leaks about the iPhone 18 Pro and Pro Max, but not much yet about the standard iPhone 18, which is predicted to arrive six months after the September event.
Well, that would be a first for Apple, releasing the premium models before the standard one.
I guess Apple's putting the Apple cart before the horse here.
Now that Apple is finally moving forward with its Gemini-powered Siri AI update, the company is also expected to refresh the HomePod, which is a smart speaker and Apple's answer to devices like the Amazon Echo line.
References to unreleased products, including new HomePods, were recently spotted by users digging through a macOS preview build.
The most surprising find, however, is that Apple appears to be working on AirPods with built-in cameras.
In that same macOS preview, you see researcher Aaron Paris found a video showing someone wearing the AirPods and picking up a book.
While some users may be skittish about using a device that can see what they see, comparisons to Meta's maligned pervert glasses are inevitable.
We have some degree of hope that a company like Apple, which has built its brand on privacy, is going to do better.
Gurman has reported that the cameras essentially act as eyes for the Siri Digital Assistant and aren't designed to take photos or video.
Instead, the earbuds' components allow it to capture visual information in low resolution.
And folks, that's your daily crunch.
Today's stories were reported by Amanda Silberling.
We'll see you here tomorrow.
Same tech time, same crunch channel.
And until then, find us at TechCrunch.com.