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StocksMediumUpdated•Originally published 10 September 2026•Updated 10 September 2026•
2 min read

New Era at Apple: CEO John Ternus Leads Foldable iPhone Duo Launch

Key Facts

1Apple unveiled the foldable iPhone Duo with prices starting at $2,000 and reaching up to $3,199.
2Analysts at Jefferies and TD Cowen expressed concerns that unchanged pricing for other models could pressure gross margins.
3Apple shares rose 1% in premarket trading following the unveiling of the iPhone 18 Pro lineup and the foldable device.

In a move marking a historic leadership transition, John Ternus led his first keynote as Apple's new CEO, coinciding with the unveiling of the foldable iPhone Duo. With prices ranging from $2,000 to $3,199, this launch serves as the first major test for the new leadership in the premium hardware segment. According to reports, Apple shares rose 1% in premarket trading following the debut of the iPhone 18 Pro lineup and the new foldable device.

This leadership shift unfolds as analysts at Jefferies and TD Cowen weigh potential margin pressures, noting that unchanged pricing for broader models could impact overall profitability despite the foldable innovation. Per market data, this strategic pivot occurs as Microsoft closed at $491.65 and Alphabet at $330.65 on September 9, 2026, placing Ternus's ability to balance production costs and consumer demand at the center of investor focus.

At the close of September 10, 2026, AAPL stood at $321.16, having reached a day high of $323.04. Investors will be watching for the new CEO's impact on market share and the stock's ability to maintain support near its recent low of $316.56. With no major tech-specific catalysts in the immediate economic calendar, the market's attention remains fixed on pre-order performance as a verdict on Ternus's debut.