Apple says ‘Fold’ and competitors ask ‘how wide?’

<figure> <img alt="" data-caption="New Apple CEO John Ternus’ first hardware launch has already proved the company’s industry influence. | Image: The Verge; Getty Images" data-portal-copyright="Image: The Verge; Getty Images" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/Vrg_illo_john_ternus_apple_01.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" /> <figcaption> New Apple CEO John Ternus’ first hardware launch has already proved the company’s industry influence. | Image: The Verge; Getty Images </figcaption> </figure> <p class="wp-block-paragraph">Apple is almost certain to launch its first foldable iPhone tomorrow, seven years after <a href="https://www.theverge.com/2019/4/19/18498904/samsung-galaxy-fold-review-screen-broken-issue-durability-foldable-phone-video-performance-price">Samsung's Galaxy Fold</a> initially went on sale. And while Apple might be a few years late to the party, the run-up to this launch proves that new CEO John Ternus has inherited a company that's as influential as it's ever been.</p> <p class="wp-block-paragraph"><a href="https://www.theverge.com/tech/989692/apple-iphone-launch-event-september-2026-how-to-watch">Tomorrow's iPhone event</a> is likely to be a little different than what we're used to. For one, the arrival of some iPhone 18 models will likely be delayed - the Pros will be available first, but the regular 18 is supposedly set to launch <a href="https://www.theverge.com/tech/979231/apple-base-iphone-18-launch-delayed">early next year instead</a>. But leaks and rumors have consistently suggested that Apple will instead p …</p> <p><a href="https://www.theverge.com/tech/991141/apple-first-foldable-iphone-launch-influence-john-ternus">Read the full story at The Verge.</a></p>