Apple introduced its inaugural foldable smartphone, the iPhone Duo, on Wednesday, marking the beginning of the tenure of the new CEO, John Ternus. This foldable device is a significant challenge for Apple, as the company has not had a major success since the launch of AirPods a decade ago. The unveiling event on Wednesday was the first one presided over by Ternus, who assumed the role from Tim Cook on September 1.
Ternus, aged 51, began his journey at Apple in 2001 as part of the product design team. Over the years, he ascended to lead the engineering teams responsible for Apple’s complete product range, including the highly profitable iPhones. The iPhone Duo, resembling a folded passport in shape, merges the convenience of a smartphone with the expansive screen of a tablet, offering users a larger display without the burden of carrying a tablet-sized device.
Featuring a complete external display when shut and a larger internal display when opened, the iPhone Duo also boasts multiple camera lenses. Apple noted that they have minimized the visible crease in the middle of the screen, addressing a common concern with foldable devices. Priced from $1,999, it is slightly more expensive than Samsung’s Galaxy Z Fold8.
In addition to the iPhone Duo, Apple revealed the iPhone 18 Pro and iPhone 18 Pro Max, priced at $1,199 and $1,299 respectively, representing a $100 increase compared to last year’s iPhone 17 lineup at launch. These new models come with enhanced cameras that enable users to adjust the lens aperture. Surprisingly, Apple did not announce a lower-priced base version, possibly named the iPhone 18, hinting that it may be launched at a later date.
Customers in the United States will have the option to pay for new iPhones, iPads, Macs, and Apple Watches through monthly installments via Apple Upgrade, a leasing program in collaboration with Klarna, a popular buy-now-pay-later service. Leasing a new iPhone through Apple Upgrade equates to around $50 per month and above.
Earlier in the year, Apple raised prices for its Macs and iPads due to component shortages caused by the AI surge, and subsequently warned of upcoming price increases for smartphones. Chinese competitors had already introduced their latest foldable devices before the iPhone Duo’s debut. Huawei presented its Mate XT 2 with three panels starting at 19,999 yuan ($2,800), while Xiaomi unveiled its 18 Fold starting at 10,999 yuan ($1,540).
Samsung led the foldable smartphone market with the release of the Galaxy Fold in 2019. Although foldable smartphones account for less than 2 percent of global shipments, Apple is anticipated to capture approximately one-third of the demand with its entry into the market, according to research firm IDC.
IDC research associate Kiranjeet Kaur stated to AFP, “Apple’s foldable iPhone is very likely to shift the competitive dynamics both in China and global markets.” The launch of the foldable iPhone coincides with a surge in demand for powerful chips amid the AI boom, leading to a supply chain strain and price hikes across various industries.
Apple also introduced updated versions of its basic AirPods and smartwatches, with the latter featuring improved heart-rate sensors that can be paired with an updated Health app set to be released later this year. Notably missing from the event were rumored devices such as an upgraded Apple TV box, HomePod mini speaker, and a smart home hub with a 7-inch screen, as previously reported by Bloomberg.