Apple’s 50th anniversary is approaching, and experts believe 2026 could be a make-or-break year for the company. The company is expected to unveil several software upgrades, including a foldable iPhone, a new smart home device, and an AI-powered Siri voice assistant.
According to a JP Morgan report, the first foldable iPhone will be revealed in September 2026, priced at $1,999. A foldable phone market is expected to reach 19m units in 2025. Tech experts believe that the new product launch probably reflected the fact that people now mostly access the internet on their phones, rather than laptops or tablets, and are looking for a device that optimises that experience. However, it will likely remain a premium product because of the high price point. “Apple and all other smartphone makers are somewhat stymied by the fact the smartphone has become somewhat of a boring category – it’s absolutely essential in people’s daily lives, but it no longer has the excitement of the next big thing,” said Ben Wood, an analyst at the tech consultancy CCS Insight.
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Apple also announced that its long-rumored home display would be launched by Spring 2026, according to Bloomberg. This device will feature a 7-inch display and will act as a central hub for controlling connected devices, managing calls and running home automations powered by a next-generation Siri. Two versions are believed to be in the works, including a tabletop model that looks like a HomePod mini with a screen, and a wall-mounted version designed to serve as a more permanent control center. Both versions are said to include a FaceTime camera and adaptive interface that recognizes who’s nearby. The launch of the product is believed to have been delayed because of Apple’s AI overhaul and the rollout of the new Siri.
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The tech giant also announced it would launch the latest version of Siri, revamped with AI features. According to Bloomberg, it will “lean” on Google’s Gemini AI model. It is also rumored to come with an AI-powered web search feature that will be powered by the Gemini model, according to the latest edition of the “Power On” newsletter by Bloomberg’s Mark Gurman.
Apple is forecasting a big holiday season, with 10% to 12% revenue growth boosted by iPhone sales, which are “off the chart” following the debut of the iPhone 17, according to CEO Tim Cook. However, the company also reported less iPhone revenue than analysts expected in its fiscal fourth quarter, which concluded just over a week after the new devices hit stores. It also saw a a “surprise decline” in China, where sales fell 4%. The high-margin services business continued to grow, up 15% for the quarter.