At a launch event in Cupertino, Apple revealed the iPhone Duo, a device that unfolds into a tablet‑sized display and folds back to the dimensions of a typical smartphone. Priced at a minimum of £1,999 in the United Kingdom – roughly $1,999 in the United States and up to $3,200 for higher‑spec models – it is the most expensive iPhone ever offered, surpassing the previous top price of $900 (£664).
The rollout is the first major product decision taken by John Ternus, who succeeded Tim Cook as chief executive earlier this month. Speaking to the audience, Ternus argued that rival foldables “feel like two phones awkwardly stuck together” and claimed Apple’s version would “redefine the experience of using a foldable phone”. He added that the device is “entirely new and at the same time remarkably familiar”, likening its size to a passport and emphasising one‑hand usability.
Analysts were quick to assess the gamble. Ben Wood of FDM CCS Insight suggested the timing of Ternus’s promotion was deliberately aligned with what could be “one of the biggest iPhone launches for many years”, while Carolina Milanesi of Creative Strategies noted the event made the new chief “feel almost like he was a product himself”. However, Dipanjan Chatterjee of Forrester warned the Duo could become a “premium‑priced ornament” that fails to drive substantial growth, drawing a parallel with Apple’s Vision Pro headset which struggled to attract buyers despite its high price.
The foldable segment remains a niche market, accounting for about 2% of global smartphone sales according to industry data. Even with Apple’s entry, FDM CCM Insight projects the foldable share could rise only to around 4% of total sales over the next decade. In China, where the competition is fiercest, Huawei presently commands roughly 80% of the foldable market, a point highlighted by IDC EMEA’s Francisco Jeronimo.
Alongside the Duo, Apple also announced the iPhone 18 Pro and 18 Pro Max, starting at $1,199 and $1,299 respectively, and introduced a new AI‑enabled version of Siri, branded “Siri AI”. Ternus described the upgraded assistant as an “intelligent personal hub” that can access a user’s messages, emails and other data while remaining “on‑device” and private, with any required cloud processing also protected from third‑party access.
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