Apple is a leading technology company, but it is currently facing a number of challenges. The much-anticipated AI update for Siri has yet to arrive, and regulatory pressure from the EU is pushing Apple to open up its ecosystem to competitors. Recent product launches, such as the iPhone 16e, have not generated much excitement, and it has been some time since Apple introduced a truly groundbreaking new category.

Many fans are keen to see Apple take bold steps, particularly in the area of foldable devices. Exploring innovative technology could help Apple regain momentum and attract new customers.

Whilst improving Siri remains important, there is a strong desire for Apple to once again deliver products that generate excitement and capture the imagination of users everywhere.

A New Vision

The launch of the Vision Pro almost two years ago was a clear reminder that Apple can still deliver groundbreaking technology. While the Vision Pro remains a remarkable feat of engineering, it has yet to capture the interest of the wider public.

This is largely down to its high price tag and the fact that most people are reluctant to wear a device on their face for extended periods.

Apple continues to introduce new apps and services, such as Journal, Sports, and News+ Food, but these offerings don't fundamentally change the user experience.

Patience may well be a virtue. The long-awaited update to Siri could soon arrive, thanks to new leadership and a renewed focus on innovation. Notably, Apple’s Senior Vice President of Software Engineering, Craig Federighi, is now heading up the Siri project, signalling promising changes ahead.

While an improved Siri that can access your data to improve your digital experience is a step forward, it’s more about delivering on existing promises, as announced at WWDC2024. It is not, however, introducing anything truly groundbreaking.

Similarly, while updates to iPhones, MacBooks, Apple Watches, AirPods and iPads are always welcome, they aren’t the breakthroughs that will redefine the brand’s direction.

Let’s Get Folding

A folding iPhone would represent a significant shift in Apple’s range, introducing a device that bridges the gap between a smartphone and a compact tablet. Unlike anything currently available from Apple, this innovative design could redefine how users interact with their mobile devices.

Recent reports suggest a possible launch in 2026, with a larger folding iPad potentially following in 2027. However, many believe Apple needs to unveil something truly groundbreaking much sooner.

There is growing anticipation that Apple may tease its first folding device at WWDC 2025. Such a reveal could capture public attention and shift the focus from ongoing challenges, such as the need for substantial improvements to Siri’s capabilities and the forthcoming iOS 19 updates.

Introducing a folding iPhone—even as a sneak preview or a prototype demonstrated by Tim Cook—could generate excitement and set the stage for Apple’s next major innovation, keeping consumers and the tech community engaged.

While I’d love to see it, I don’t expect Apple to unveil a foldable device alongside the iPhone 17 range this September. However, that doesn’t mean Apple can’t do something exciting—such as offering a sneak preview of its next major smartphone innovation.

You might say that’s not typically Apple’s style, and you’d be right. But lately, Apple hasn’t always stuck to its usual script.

The company still hasn’t clarified the real story behind the Vision Pro, and has yet to deliver a truly advanced AI-powered Siri or fully enter the AI race. Even updates to its more affordable iPhone models, like the iPhone 16e, have left many users perplexed.

Recently, Apple has excelled with its digital services and even launched cultural hits like the series "Severance". Still, for many, these services aren’t what truly define Apple or inspire its loyal customers.

It’s time for Apple to astonish the world again with a game-changing innovation—and a folding iPhone could be just the ticket. We know a prototype is likely being perfected behind closed doors at Apple Park, with engineers aiming to create the best foldable smartphone yet.

That’s brilliant—keep refining it. But at the upcoming WWDC, give us a glimpse of what’s next. Inspire customers and remind everyone that Apple remains a leader in innovation.