Apple Inc. Joins the Foldable Phone Race... John Ternus: "Existing Products Look Like Two Phones Awkwardly Attached"

[Financial News New York = Correspondent Lee Byeong-cheol]Apple Inc. has officially announced its entry into the foldable phone market. With competitors like Samsung Electronics Co., Ltd. having already pioneered the market, Apple Inc.'s entry into the foldable phone race is expected to shift the landscape of the smartphone market. In particular, Apple Inc. Chief Executive Officer (CEO) John Ternus described existing foldable phones as looking "like two smartphones awkwardly stuck together," signaling Apple Inc.'s unique differentiation strategy.
CEO John Ternus officially announced the development of Apple Inc.'s first foldable phone at the company's new product launch event on the 9th (local time). "If a larger display is applied to a device that plays such a central role in our lives, completely new possibilities will open up," CEO John Ternus stated. "I believe the best way to realize this is through a foldable design."
Apple Inc.'s foldable phone is about the size of a passport when folded, featuring displays on both the inside and outside. This design maintains portability while providing a larger screen when unfolded.
In particular, CEO John Ternus emphasized the differentiation from existing foldable phones. Regarding competitors' products, he stated, "It feels like two smartphones awkwardly stuck together." This is interpreted as a display of confidence in offering a user experience and design distinct from competitors who have already captured the foldable phone market.
With Apple Inc. entering the fray, competition in the foldable smartphone market is expected to intensify. Until now, Apple Inc. has stuck to the existing bar design of the iPhone, even as competitors successively launched foldable phones.
However, amidst assessments that smartphone replacement cycles are lengthening and innovation in existing products has reached its limits, Apple Inc. has effectively chosen the foldable design—which can simultaneously secure a larger screen and portability—as a new growth strategy.
As this product is being unveiled under the leadership of CEO John Ternus, who succeeded Tim Cook, it is expected to become an iconic product showcasing Apple Inc.'s new hardware strategy.


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