Apple unveiled its first foldable iPhone, the Duo, at $1,999, in the first event led by new chief executive John Ternus. Analyst Ben Wood called it arguably one of the biggest iPhone launches for many years, and forecasts differ on how large a market foldables can become.
John Ternus led his first major Apple event as chief executive on Wednesday, unveiling the $1,999 iPhone Duo, the company's first foldable phone. Ternus took over the top job after Tim Cook stepped down, and the launch lands in his second week in charge.
iPhone Duo priced at $1,999
The Duo is sized and shaped like a passport, opening into a horizontal 7.6-inch screen with a smaller display visible when folded. US pricing starts at $1,999 and rises to $3,200, while UK prices start at £1,999. Apple also introduced the iPhone 18 Pro and Pro Max, starting at $1,199 and $1,299, up $100 from the prior generation. The Duo goes on sale October 23 with Apple's new A20 Pro chip and a C2 modem the company designed in house.
Apple shares closed down 0.3% at $315.34 on Wednesday following the presentation. The iPhone line generated $209.6 billion, just over half of Apple's sales in its most recent fiscal year, underscoring how much rides on the device's reception.
Ternus stresses design and privacy
Ternus criticized existing foldables from rivals as awkward for common tasks like scrolling and video, saying the Duo relies on a custom hinge, dual displays with a consistent aspect ratio, and a titanium body. He also pitched the iPhone as a privacy-focused AI hub. According to BBC News: "Here, not even Apple can access what's yours."
Apple positioned the Duo as a productivity device, demonstrating multi-window support for apps like Zoom and Slack, a feature the company has already brought to some iPads.
Foldable market still a small slice of sales
Foldable phones from Samsung and Huawei currently make up 2% of smartphone sales, and FDM expects that to reach only 4% of the total market over the next decade even with Apple's entry. Yet IDC expects Apple could secure a 40% share of the foldable niche by the end of next year. Forrester analyst Dipanjan Chatterjee said the foldable could become a premium-priced ornament in Apple's portfolio, offering badge value but not meaningful growth.
Chatterjee compared the Duo's uncertain path to Apple's Vision Pro headset, priced at $3,699 and not a hit with buyers, or alternatively to the Apple Watch, which millions of people buy each year despite trailing the iPhone in popularity.
Sources: BBC News, Investing.com
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