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/ Apple website

Apple will host a new product unveiling event at 2 a.m. on the 10th of next month, Korea Standard Time. As incoming Chief Executive Officer (CEO) John Ternus takes the stage for a major new product announcement for the first time since taking office, attention is focused on whether Apple's first foldable iPhone will be unveiled.

Apple announced that it will hold a special event online at 10 a.m. on the 26th (local time). The event invitation included the phrase "Surprise and shine."

This event marks the first major product launch event for incoming CEO Ternus, who succeeds CEO Tim Cook and takes office on September 1. Apple is expected to unveil new iPhones and Apple Watches at the event, CNN reported.

In particular, the industry is paying close attention to the possibility of Apple unveiling its first foldable iPhone. Currently, Samsung Electronics holds a dominant position in the foldable phone market, CNN reported.

The iPhone is a flagship product accounting for approximately half of Apple's revenue. Analyses suggest that if a foldable iPhone is released, it could serve as an opportunity to draw high-end consumers who had intended to purchase products from competitors such as Samsung Electronics into the Apple ecosystem.

The event is also assessed as an opportunity to gauge Apple's AI strategy in addition to its new products. Growing attention is focused on what direction CEO Ternus, who comes from a hardware engineering background, will present regarding the development of new devices equipped with AI features.

Bank of America analysts projected in a recent report that CEO Ternus could create momentum to strengthen Apple's device competitiveness even in the AI era.

                                                                                                           Jeong A-reum