Okay, Sure, a Folding iPhone

Apple needs to learn to take risks again.

Benjamin Fanjoy / Getty September 9, 2026, 6:44 PM ET Share Save Nothing quickens the pulse of an Apple fan more than these three words: one more thing . Steve Jobs used the catchphrase to introduce the original iPhone in 2007. In his 15 years running the company, Tim Cook deployed it only a handful of times, including before his 2014 announcement of the Apple Watch. Today, nine days into his tenure as Apple’s CEO, John Ternus said the magic words. Apple’s next big invention, the company revealed at a launch event in Cupertino, is a $2,000 iPhone that sports—get ready—a “remarkable hinge.”