Apple CEO John Ternus on Early Foldables: 'Kind of Cheap and Crappy'

In a recent interview with TIME, Apple CEO John Ternus described some early foldable smartphones as feeling "kind of cheap and crappy." The comment, highlighted by MacRumors, is a notable shift in tone from a company that usually avoids criticizing competing products by name. It also gives a rare glimpse into how Apple's leadership thinks about foldable devices.

What Ternus Said About Early Foldable Phones

According to the description of the TIME interview, Ternus said some early foldable smartphones felt "kind of cheap and crappy." The remark was short, but it is blunt for an executive at a company known for polished messaging.

Only that portion of the interview is quoted in the summary available here, so the full context is not clear. It is worth reading the original TIME interview to see exactly which products or qualities he was talking about.

Why Apple Rarely Criticizes Competitors So Directly

Apple executives usually talk about what Apple is trying to achieve rather than what rivals got wrong. When they do compare, the language is typically measured and framed around user experience.

That makes the phrase "kind of cheap and crappy" stand out. Whether it was a candid aside or a deliberate signal, it suggests Apple has firm opinions about where the foldable category has fallen short.

The Long Wait for an Apple Foldable Device

Foldable phones have been on the market for several years, and Apple has been absent from the category the entire time. That absence has fueled constant speculation about whether and when the company would enter.

Apple has often arrived late to categories and then tried to define them with a more refined product. Ternus's comment fits that pattern, implying that Apple sees room for improvement in how foldables look, feel and work.

Build Quality and the Feel of Premium Hardware

The word "feeling" in the description matters. Ternus appears to be talking about the tactile experience: the materials, the hinge, the weight and the overall impression in the hand.

For a premium-priced device, that impression carries a lot of weight. If a phone costs as much as a high-end laptop, buyers expect it to feel durable and well made.

Common Complaints About First-Generation Foldables

Early foldables drew several well-known complaints, including visible creases in the display, thick bodies and concerns about long-term durability. Reviewers and users often pointed to these trade-offs as the cost of adopting new technology.

Ternus did not necessarily name these issues in the portion of the interview described. Still, they are the sort of problems a company focused on hardware refinement would want to solve before shipping its own version.

What the Comment Could Mean for Apple's Plans

It is tempting to read the remark as a hint that Apple is working on a foldable. But a critical comment about competitors is not confirmation of any product, timeline or feature set.

What it does suggest is that Apple holds foldables to a high standard. If the company does enter the category, it will likely want to avoid the very qualities Ternus criticized.

How Rivals and Analysts May React to the Remark

Competitors in the foldable market have invested heavily in the category, and they may not welcome the characterization. Some may argue that newer models have addressed many early shortcomings.

Analysts are likely to read the comment as a sign of how Apple will position itself: as a company that waits until the technology feels ready. That strategy has worked for Apple before, though it also carries the risk of ceding early momentum.

Why Early Adopters Still Matter in New Categories

Even if early foldables fell short in some ways, they pushed manufacturers and suppliers to improve hinges, screens and software. Those lessons helped the category mature and may eventually benefit every company that enters it, Apple included.

Early products also show what consumers actually want from a folding device. Apple can study those reactions and decide which compromises are acceptable and which are not.

What to Watch for After the TIME Interview

The next thing to watch is whether Ternus or other Apple executives say more about foldables in future interviews or events. Any further comments could clarify whether this was an offhand opinion or part of a broader message.

For now, the takeaway is simple: Apple's leadership does not think much of how some early foldables feel. Whether that leads to a product of its own is a question only Apple can answer, and the company is not saying yet.

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