在 Apple 的发布会上，新任执行长 John Ternus 预计将展示开发近十年的折叠式 iPhone，其零售价可能超过 2,000 美元。尽管全球折叠装置市场去年的销售额已接近 270 亿美元，且竞争对手如 Samsung 早在 2019 年就推出了 Galaxy Fold 系列，但 Apple 长期以来秉持著「追求最好而非抢先」的产品哲学。这项策略源自 Steve Jobs 时期，历经了 iPod、iPhone 6 Plus 以及 Apple Music 等产品验证，并在历经约 18 年后推出了售价 599 美元的 MacBook Neo。

近年来，面对 Microsoft 与 Lenovo 的多合一折叠装置，Tim Cook 曾将混合概念比作「烤面包机与冰箱」的结合。然而，Apple 的硬体团队随后致力于减少技术妥协，重点解决玻璃折痕并增强铰链可靠性。根据 IDC 数据，2026 年上半年全球折叠手机出货量下降了 15%，市场出现停滞迹象。Apple 选择在市场低迷时期以超过 2,000 美元的起售价切入，显示其试图以颠覆性创新重振市场需求。

IDC 的 Francisco Jeronimo 指出，Apple 面临著重大风险，尤其在中国市场，Huawei 在硬体、通路及电信商关系上拥有长达 5 年的领先优势。历史上，Apple 展现了极高的风险承受力与止损决心，例如在投入数十亿美元研发超过十年后毅然终止电动车专案；相反地，仓促推出的 Apple Intelligence 则因违背该准则而面临竞争劣势。如今，Ternus 展示的折叠 iPhone 能否在定价与创新间取得平衡，将成为检验其能否延续「不是第一就是最好」信条的关键考验。

At Apple's major launch event, new Chief Executive Officer John Ternus is expected to unveil a foldable iPhone developed over nearly a decade, potentially retailing for over $2,000. Although the global foldable device market reached nearly $27 billion in sales last year and competitors like Samsung entered in 2019 with the Galaxy Fold, Apple maintains its philosophy of striving to be best rather than first. Rooted in Steve Jobs's product ethos, this approach previously shaped hits like the iPod, iPhone 6 Plus, and Apple Music, and was recently reaffirmed roughly 18 years later by the release of the $599 MacBook Neo.

Previously, Tim Cook dismissed early PC-tablet convertibles from rivals like Microsoft and Lenovo as akin to combining a toaster and a refrigerator. Nevertheless, Apple engineering teams subsequently focused on minimizing compromises, notably eliminating screen creases and improving hinge reliability. Recent data from IDC indicates that worldwide foldable shipments dropped 15% in the first half of 2026, signaling market stagnation. Apple's decision to proceed with a price point exceeding $2,000 indicates strong confidence that its hardware innovations can reinvigorate consumer demand despite broader economic and category headwinds.

IDC analyst Francisco Jeronimo noted significant operational and competitive risks, particularly within China where Huawei commands a formidable five-year head start across retail, carrier channels, and hardware. Historically, Apple has managed strategic risk decisively, evidenced by canceling its multibillion-dollar electric vehicle project after a decade of development, while suffering setbacks when rushing Apple Intelligence to market. Ultimately, the market reception of Ternus's newly introduced foldable device will test whether Apple can successfully execute its foundational standard of delivering the best product in an established category. (Key numbers: 5)