Apple has introduced its first foldable smartphone, the Duo, with a starting price of $2,000. The device, which features a book-style fold, is now among the most expensive smartphones available, with higher storage configurations reaching up to $3,200.
Chief executive John Ternus described the Duo's folding mechanism as "fluid and completely intuitive," stating it was "inspired by the iPad." He emphasized Apple's goal to avoid the appearance of other foldable phones, which he characterized as "two phones stuck together." The Duo aims to provide a larger screen that feels expansive when unfolded and a wider iPhone form factor when folded.
This launch marks a significant design shift for the iPhone, the first major alteration in nearly two decades. Ternus, who spent years in Apple's hardware division before succeeding Tim Cook as CEO, was reportedly involved in the foldable phone's development for several years.
Ben Wood, chief analyst at FDM, suggested that Ternus's promotion may have been strategically timed to coincide with the launch of what is anticipated to be a major iPhone release. Wood noted, "Nothing happens by accident at Apple."
However, some industry analysts express caution. Dipanjan Chatterjee, an analyst at Forrester, suggested the foldable iPhone could become a "premium-priced ornament" that offers brand value but not substantial growth. Chatterjee drew parallels to Apple's Vision Pro headset, which launched at $3,699 and has not achieved widespread adoption, or contrasted it with the success of the Apple Watch.
The market for foldable smartphones is currently small, representing only about 2% of total smartphone sales, according to FDM data. Even with Apple's entry, market projections estimate foldable phones will capture only 4% of the market over the next decade. The iPhone remains Apple's flagship product, consistently accounting for over half of the company's annual sales and demonstrating strong demand with recent iterations becoming its most successful launches.