Apple has officially entered the foldable smartphone market with the launch of the iPhone Duo, representing the most significant design evolution for the product line since its 2007 debut. The device, which opens and closes like a passport to double its screen size, combines the portability and camera capabilities of a standard iPhone with the expansive display real estate typically associated with iPads. It stands as the company’s thinnest phone to date and features its largest mobile display.
The product was introduced during the “Surprise and Shine” event held at Apple’s Cupertino, California, campus. Priced starting at $1,999, the iPhone Duo is scheduled for release on October 23. During his first major presentation as CEO, John Ternus emphasized that the foldable design addresses common industry shortcomings, noting that competitors often produce devices that feel like two separate screens joined together. “iPhone Duo brings an entirely new design while preserving everything you love from an iPhone,” Ternus stated. “It feels effortless to use and it makes new experiences possible.”
This launch serves as a critical milestone for Ternus, who assumed the role of chief executive on September 1, succeeding Tim Cook. In a recent internal note to staff, Ternus expressed his enthusiasm for the company’s future, stating he is honored to lead the organization and is eager to develop products that have not yet been imagined. Apple reportedly began exploring foldable display prototypes as early as 2021, though the company had not previously committed to a commercial launch.
Alongside the foldable flagship, Apple introduced the iPhone 18 Pro and 18 Pro Max, starting at $1,199 and $1,299 respectively. These models feature significant battery life improvements, with the Pro Max offering 45 hours and the Pro providing 36 hours of usage. The new handsets also integrate “Siri AI,” a system capable of interfacing with over 300,000 third-party applications. A new security feature, “Apple Reference Image,” acts as a digital negative to verify that photos were captured by a camera rather than generated by artificial intelligence.
The company also updated its wearable and audio hardware. The fifth generation of AirPods, priced at $129, offers 50% more noise cancellation than the previous model and five hours of battery life. Furthermore, the new Apple Watch Series 12 and Ultra 4 were introduced with advanced health-tracking capabilities. These include “Health Age,” which benchmarks metrics like metabolic health, sleep, and nutrition against a user’s chronological age, and “audio intelligence” for recording and transcribing ambient conversations.
To address privacy concerns, Apple confirmed that all audio intelligence data, including daily “Siri Recap” summaries, is stored locally on the device and protected by end-to-end encryption. While the foldable market currently represents a small portion of total mobile sales, Apple continues to see robust demand for its standard iPhone lineup. As Ternus takes the helm, the company is positioning the iPhone Duo as a primary hub for personal technology, aiming to redefine the foldable experience for its global user base. The report also notes that the nearly $2,000 device takes inspiration from iPads’ wide screens and combines them with the portability and camera features of iPhones. The report also notes that “I started the day with an intelligent personal hub and why there’s no product in the world that is better to be that hub than iPhone,” Ternus said. The report also notes that “We think the best way to achieve that is with a foldable design. The report also notes that others have created foldables that just feel like two phones stuck together … scrolling through vertical content feels compromised.”. The report also notes that the company said it will be able to tap into third-party apps and already works with over 300,000 apps, called Siri AI. The report also notes that by contrast, remains high, as evidenced in Apple’s most recent robust earnings, customers’ interest in standard iPhones.
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