Apple Unveils $1,999 Foldable iPhone Duo In Major Design Overhaul

Apple has unveiled its first foldable smartphone, the $1,999 iPhone Duo, marking its biggest iPhone design change in years. The passport-sized device opens into a 7.6-inch display and is designed for multitasking, productivity and an iPad-like experience in a pocket-sized phone. The launch, led by new CEO John Ternus, also highlighted Apple’s focus on privacy and artificial intelligence. The Duo will go on sale on October 23, as Apple seeks to challenge established foldable-phone makers such as Samsung, Google and Motorola.

APPLE ENTERS THE FOLDABLE PHONE MARKET

Apple has unveiled its first foldable smartphone, the iPhone Duo, marking the company’s biggest redesign of its flagship iPhone line in years.
The device, launched on Wednesday under new Chief Executive Officer John Ternus, starts at $1,999 and opens like a book to reveal a 7.6-inch display. It also has a 5.4-inch outer screen that can be used while the phone is folded.
The launch puts Apple into a market already dominated by companies such as Samsung and Chinese manufacturers, which have been selling foldable phones for several years.

A PHONE DESIGNED LIKE A PASSPORT

The iPhone Duo has a compact, passport-like shape when folded and expands into a much larger screen when opened.
Apple says the device is its thinnest iPhone when fully opened. Its two displays use a consistent aspect ratio, while a custom hinge is designed to make the transition between the folded and unfolded forms smoother.
The large display is intended to provide an experience closer to using a small tablet while retaining the portability of a smartphone.
The Duo also supports the Apple Pencil, extending a feature previously associated mainly with the iPad range.

APPLE TARGETS BUSINESS AND PRODUCTIVITY USERS

Apple is presenting the Duo as more than a device for watching videos and browsing social media.
The larger display allows users to run two applications side by side and work with multiple windows.
At the launch, Apple demonstrated how the phone could be used for video meetings on Zoom and for viewing a wider version of Slack.
The company hopes the productivity features will appeal to professionals who want a larger working area without carrying a tablet.

NEW CEO JOHN TERNUS TAKES CENTRE STAGE

The launch was particularly significant because it was the first major Apple product event led by John Ternus since he succeeded Tim Cook as chief executive.
Ternus presented the Duo as a major change to the iPhone experience while stressing that it remained familiar to existing Apple users.
The redesign is arguably Apple's most significant iPhone form-factor change since the company removed the physical home button with the iPhone X in 2017.
The iPhone remains Apple's most important product category, generating more than half of the company's sales in its most recent fiscal year.

APPLE MAKES PRIVACY A KEY PART OF ITS AI STRATEGY

Artificial intelligence was also central to Apple's presentation.
Ternus described the iPhone as a personal AI hub and emphasised Apple's approach of processing information on the device whenever possible.
The company is also highlighting new AI capabilities for Siri as it tries to close the gap with rivals that have moved aggressively into generative AI and AI-powered assistants.
Apple's strategy is to combine AI features with its existing emphasis on privacy and control over personal data.

A20 PRO CHIP POWERS THE DUO

The iPhone Duo is powered by Apple's new A20 Pro chip, which is designed to handle demanding graphics, multitasking and on-device AI.
Apple has also introduced its own C2 modem, continuing its move towards greater control over the technology inside its phones.
The Duo will offer storage options of up to 2TB, while Apple says its battery can provide up to 24 hours of mixed dual-screen use.

APPLE FACES ESTABLISHED FOLDABLE RIVALS

Apple is entering the foldable market years after competitors such as Samsung began selling foldable smartphones.
Samsung's Galaxy Fold series helped establish the category, while Google, Motorola and Chinese manufacturers have also developed competing devices.
Apple's approach has been to wait before entering emerging product categories, allowing competitors to test the technology and consumer demand.
Analysts believe Apple's huge customer base and ecosystem could help turn foldables from a niche product into a more significant smartphone category.
The global foldable market remains relatively small, however, accounting for less than 5 percent of smartphone sales.

DUO PRICE MAKES IT APPLE'S MOST EXPENSIVE IPHONE

At $1,999, the Duo becomes Apple's most expensive iPhone at launch.
The price puts it firmly in the premium market and could limit its appeal to consumers who are unwilling to pay nearly $2,000 for a smartphone.
Apple is nevertheless betting that its brand, software ecosystem and approach to foldable design will convince customers that the device offers something different from existing foldables.

IPHONE 18 PRO ALSO GETS MAJOR UPGRADES

Apple also unveiled the iPhone 18 Pro and iPhone 18 Pro Max.
The two models start at $1,199 and $1,299, respectively, with improvements to their cameras, battery life and performance.
Unlike the Duo, the Pro models retain the traditional single-screen smartphone design.
Customers can preorder the iPhone 18 Pro models from September 12, with sales beginning on September 18. The Duo will arrive later, with sales scheduled to begin on October 23.

APPLE'S BIG BET ON FOLDABLE PHONES

The iPhone Duo represents more than a new product for Apple. It is a test of whether the company can use its enormous customer base to expand a category that has remained relatively small.
Apple has previously entered markets after competitors, including smartwatches and wireless earbuds, and helped make those products mainstream.
The company is now attempting a similar strategy with foldable phones.
If consumers embrace the Duo, Apple's entry could accelerate the growth of foldable smartphones worldwide and force rivals to compete more aggressively on design, software and price.
But with a starting price of $1,999 and strong competition already established, the Duo will have to prove that a foldable iPhone offers enough value to justify its premium cost.