Apple launches foldable iPhone Duo, hopes to lord over tough premium segment

Apple has entered the foldable smartphone market with the iPhone Duo, indicating that this segment is now mature enough to capture a significant share of sales and value. The company skipped base models during a keynote and showcased the iPhone 18 Pro and iPhone 18 Pro Max, signaling a shift in its annual update strategy. On stage for the first time as CEO, John Ternus emphasized that the iPhone Duo is an intelligent personal hub, designed to provide exceptional display space while fitting comfortably in a user's pocket.

The introduction of the iPhone Duo is seen as a powerful move by Ternus, who described it as the intersection of broad new capabilities and a deep understanding of personal context. This device redefines the iPhone experience by combining advanced hardware and software. Apple aims to bring an entirely new design to the table while preserving the features users love and expect from their iPhones. The product promises an exceptional display while remaining easy to use, and unlocks new experiences for users.

Despite the efforts of giants like Samsung and Huawei over the past seven years, foldable phones have only made up roughly 2% of devices sold within the Android ecosystem. However, Apple's influence in mainstreaming products and features could reshape this market. Despite concerns about durability and usability, IDC forecasts Apple to sell 10 million units in its first 12 months and generate $27 billion in revenue, representing 44% of the segment's value share.

This projection is based on an average price point of $2500, which is double the current average selling price of iPhones.