Apple has begun selling its first foldable smartphone, the iPhone Duo, marking a major change in the design of its flagship device as the company seeks to expand the market for folding phones. The device went on sale on October 23, with a starting price of $1,999 in the United States. Apple is entering a segment where companies including Samsung Electronics and Huawei Technologies have already introduced premium foldable devices, but adoption remains comparatively limited against conventional smartphones. The launch also comes shortly after John Ternus took over as Apple’s chief executive, making the reception of the new device an early test of the company’s hardware strategy under its new leadership. Demand appeared strong even before retail availability, with estimated delivery dates extending to late January within minutes of pre-orders opening on October 16. Apple described the initial customer response as exceptionally strong, although limited production and availability could affect how quickly buyers receive their devices. The company’s challenge will be to turn the initial interest into sustained sales and broader consumer acceptance of the foldable format.
The iPhone Duo features a 7.6-inch internal display that opens to provide a larger viewing area for multitasking, gaming and media consumption, alongside a 5.4-inch external display for use when the device is folded. Apple has redesigned its iOS experience to accommodate the two-screen format, including interface changes and support for running two applications side by side. The phone is powered by Apple’s A20 Pro chip and includes a redesigned hinge intended to provide a sturdy folding mechanism while keeping the screen crease less noticeable. Apple has also highlighted the device’s thin profile when opened and its support for Apple Intelligence features. The larger internal display is intended to offer more flexibility than a conventional smartphone screen, particularly for users who regularly switch between applications or consume content on their devices. The company has also worked with developers to adapt applications to the new display dimensions. However, the usefulness of these changes will depend partly on how quickly third-party applications are optimised to take advantage of the available screen space and folding design.
Early reviews have offered a mixed assessment of the device. Reviewers have praised its premium construction and hinge design, particularly the relatively subtle crease, which has been a longstanding concern for foldable phones. However, some have criticised camera compromises, including the absence of a telephoto lens, and noted that certain third-party applications still need adjustments for the larger display. Reviewers have also questioned the convenience of using the smaller external screen for everyday tasks compared with a conventional iPhone. The starting price of $1,999 places the Duo firmly in the premium segment and could limit its appeal among consumers who do not require a larger folding display. Availability is another challenge. Apple said walk-in stock would be limited and vary by market, with some countries offering devices only to customers who had ordered online. The combination of high demand and constrained supply could delay purchases, while the initial price and practical trade-offs may lead some customers to wait for later generations before adopting the format.
Apple’s entry could nevertheless change competition in the foldable-phone segment by bringing its established customer base and developer ecosystem to a category that has struggled to achieve the reach of traditional smartphones. Francisco Jeronimo, vice president at market research firm IDC, said Apple’s participation could introduce foldable devices to a broader audience. IDC forecasts that Apple could account for 44% of the foldable market’s value and 31% of its units in 2026, and become the category leader in both value and shipments by 2027. These figures are forecasts rather than confirmed sales results, and the company’s longer-term performance will depend on production capacity, customer satisfaction, application support and whether consumers see enough value in the format to justify its price. For Apple, the iPhone Duo represents an attempt to extend the familiar smartphone experience into a larger, foldable design. Its early reception suggests substantial interest, but sustained adoption will determine whether the device changes the wider market or remains a premium option for a relatively small group of buyers.
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