Apple (AAPL) held its first event under new CEO John Ternus, showing updates and its long awaited foldable iPhone.
The Foldable iPhone
The foldable is one of the best on the market and far more than expected. After about 10 minutes of hands-on use, the hardware feels different from rivals. Apple (AAPL) did small things to the display to make it feel closer to real glass. The form factor is similar to Samsung's, but the software is far more put together, pulling the iPad experience into the iPhone. Even in a short demo the software felt clearly better.
The display mostly removes the visible crease. New custom display layers keep the foldable screen from feeling like plastic. There appear to be two layers of ultra-thin glass, tied to a partnership with Corning (GLW). It looks similar to other foldables but delivers a more premium feel.
Durability
Inner displays on foldables tend to be strong, based on about 7 years using Samsung and other makers' models. Apple (AAPL) put two layers of ultra-thin glass around the display panel, so it does not crack easily. On top sits a custom-designed polymer layer that is 40% stiffer. You touch plastic but do not feel it because of a nanotexture coating, so the inner display is not a big worry. IP68 water and dust resistance means dust in the hinge is not a concern either. The real risk is dropping something very heavy onto the display, which rarely happens. A case can still go on the outside.
The newest iPhones, the 17 Pro and iPhone Air, are very durable. Dropped many times with no case and no scratch. The new glass has a ceramic coating that resists scratches and shattering, so a case and screen protector may not be needed.
Price and Target Buyer
The foldable starts at about $2,000. It aims at fans, power users, and early adopters who want a foldable. Foldables are big and popular in Asia and parts of China. In the US they sell less, where the flip-phone style like the Moto Razr and Samsung Z Flip is more common. Feedback across social platforms, from friends outside tech, and from creators and journalists at Apple Park showed more interest in this than in the standard iPhone. It targets the large Asian market plus real interest in the US.
Celebrity Push
IShowSpeed, Kid Cudi, and Marques Brownlee attended. Part of the goal is driving sales; part is pushing cultural awareness. Tim Cook has often spoken about the line between art, culture, and technology, a theme Ternus is continuing. Apple (AAPL) has long been the device of choice for celebrities, seen in public photos. Beats, an Apple (AAPL) brand, has been big with athletes. Many celebrities are genuine fans, so when Apple invites them to try new products, it is hard to refuse. Apple uses their platforms to drive awareness.
Grading the New CEO
John Ternus earns an easy A for the event. It felt no different from any other Apple event - swap Ternus for Tim Cook and it still felt like Apple. That consistency is what Apple (AAPL) needed. In the AI era, Ternus opened by explaining what the perfect AI device would be: an iPhone. It needs connectivity, a screen, battery life, cameras, and sensors, and the iPhone has all of them. Apple (AAPL) launched five or six products expected to sell well - a strong first event, with about a week needed to see actual sales.
AirPods Price Cut
Apple (AAPL) lowered prices across the AirPods line. Previously there were two pairs: AirPods 4 at $129 and AirPods 4 ANC at $179. Now the ANC version became the base pair, cutting prices by $30 and $50. That runs against expectations, since prices usually rise.
