Tim Cook pushed Apple to accelerate foldable phone development after seeing Asian market trends. Apple aims to overcome durability and battery trade-offs with advanced hinge and software upgrades. The device features a 7.8-inch interior and 5.5-inch exterior screen, designed for multitasking. Around 2020, Tim Cook returned from a trip to Asia unusually energized about foldable phones.

He saw growing numbers of consumers using folding devices from Samsung, Huawei, and other manufacturers. Apple's core technology teams had already been studying foldable phones for years. The project will reach its defining moment when Apple unveils its first foldable phone, representing the biggest single design change in the iPhone's nearly 20-year history. The introduction will also serve as a debut for CEO John Ternus, who took the job on Sept.

1. Cook's involvement was notable, as he typically focused on Apple's finances and supply chain. The foldable category is still a small fraction of the total phone market but is growing rapidly.

Apple's foldable device is expected to be priced at around $2,000, with some configurations reaching $3,000. The phone will feature a 7.8-inch interior display and a 5.5-inch exterior screen. Apple believes the foldable iPhone will be wildly successful, potentially becoming the 'Birkin' of smartphones in China. The product's engineering complexity makes it an ideal showcase for Ternus, who is positioned as an executive capable of delivering innovative products.

The foldable will kick off a multiyear rollout of other ambitious hardware, including a touch-screen MacBook, tabletop robot, smart glasses, AirPods with cameras, and a novel home security system. Apple has overcome challenges like reducing the visibility of the crease, improving hinge reliability, and developing flexible cover glass. The company believes its construction quality is industry-leading for the foldable market and has a leg up in software over the fragmented Android ecosystem. After years of waiting for foldable technology to catch up with its ambitions, Apple is now betting that the form factor is ready for the mainstream, and that customers outside of its most loyal fan base will pay a historic premium to get it.