Apple has officially announced its first foldable smartphone, named the Duo, which carries a starting price tag of $2,000 (£1,475). With the highest storage configuration reaching $3,200 (£2,360), the device is positioned as one of the most costly mobile phones currently available on the market.
The unveiling marks a significant moment for the company as it falls under the tenure of John Ternus, who is now in his second week as chief executive following the departure of Tim Cook. Ternus, who previously held senior roles within Apple’s hardware division, was instrumental in the development of the foldable device.
Describing the Duo as having a “book-style format” that was inspired by the iPad, Ternus highlighted the engineering behind the screen mechanics. He stated that Apple aimed to avoid the aesthetic and tactile issues found in competing foldables, which he described as feeling like “two phones stuck together.” Instead, the company sought to create a device where the transition between folded and unfolded states felt fluid and intuitive.
When opened, the Duo resembles a compact tablet, while folding it in half returns it to the form factor of a wider smartphone. Ternus credited a series of innovations for redefining the user experience of foldable technology.
Industry analysts have offered mixed reactions to the launch. Ben Wood, chief analyst at FDM Group, suggested that the timing of the announcement was strategic, likely coinciding with Ternus’s promotion to underscore the importance of the device. “Nothing happens by accident at Apple,” Wood remarked, noting that this could be one of the most substantial iPhone launches in recent years.
However, some experts caution that the high price point may limit its appeal. Dipanjan Chatterjee, an analyst at Forrester, warned that the Duo risks becoming a “premium-priced ornament” that adds brand prestige without driving substantial revenue growth. He drew parallels to Apple’s Vision Pro headset, which faced similar commercial challenges, or potentially to the Apple Watch, which enjoys steady but secondary sales compared to the core iPhone lineup.
Current data indicates that foldable smartphones account for only 2% of global mobile sales, with projections suggesting this figure may rise to 4% over the next decade even with Apple’s entry into the segment. Despite this, the iPhone remains Apple’s primary revenue driver, comprising more than half of annual sales and recently achieving record-breaking demand for its latest iterations.
This is basically the Vision Pro of phones—cool tech, terrible business model. People won’t pay that much for an unproven form factor.
John Ternus making his mark right away. Does anyone actually need a tablet-sized phone in their pocket though?
Finally, Apple makes foldables look decent instead of just slapping two screens together. The hinge tech sounds impressive this time.
$2,000 for a foldable? I’m sticking with my seven-year-old iPhone. That’s just absurd pricing for a phone.