Apple September launch event fuels smartphone and supplier outlook

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Apple launch event & outlook

Highlights

Apple will launch a foldable iPhone at its Sept. 9 event under new CEO John Ternus, aiming to challenge Samsung and Huawei.
IDC forecasts Apple shipping over 17 million foldable iPhones by 2027, gaining 40% segment share and driving more than $45.7 billion in value.
Apple's September launch comes as IDC projects a 16.7% decline in 2026 smartphone shipments, possibly prompting price hikes to protect margins amid rising memory costs.

Apple event and foldable iPhone expectations

As reported by CNBC, citing CNBC Investing Club, Apple has scheduled a Sept. 9 launch event that is widely expected to feature a foldable iPhone, potentially giving the company a new growth driver in a category long led by Samsung and Huawei. The event also marks a leadership milestone because it is set to be the first hosted by incoming CEO John Ternus, who replaces Tim Cook next week.

IDC forecasts Apple will ship more than 17 million foldable iPhones by 2027, giving it a 40% share of the segment. Research director Nabila Popal says the device could generate more than $45.7 billion in value despite an average selling price above $2,550, accounting for more than half of the category's total value.

IDC adds that Apple could help revive the foldables market, which would otherwise face double-digit declines this year. Shipments in the category are now forecast to grow 12.6% in 2026 and 18% in 2027, supported in part by demand for a foldable iPhone.

Market impact on tech and consumer pricing

Apple's product cycle is unfolding against a weaker backdrop for the broader smartphone industry. IDC has cut its 2026 outlook for the overall market to a 16.7% decline as stronger artificial intelligence demand raises memory costs, increasing pressure on device makers to pass those expenses on to consumers.

Apple has not formally raised iPhone prices, but investors are watching the September event for signs that pricing could move higher as the company seeks to protect gross margins. Carrier trade-in offers from Verizon, AT&T, and T-Mobile, along with Apple's Upgrade program, could soften the effect of any higher sticker prices on buyers.

In the wider market, Thursday's rally remains narrow, with technology the only S&P 500 sector in positive territory. Software shares are jumping after strong results from Salesforce and CrowdStrike, while some AI infrastructure names trade lower even after Nvidia's recent gains and upbeat commentary on demand, highlighting an uneven rotation within the tech sector.

Our earlier coverage of the tech earnings-driven rally explained how U.S. markets were lifted largely by technology after strong results from Nvidia, Salesforce, and CrowdStrike sent their shares sharply higher. We noted that the advance was relatively narrow versus weakness in other sectors, while enthusiasm around AI-linked spending and enterprise demand—along with signs Nvidia’s growth is broadening beyond hyperscalers—helped underpin sentiment in the group.

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