Apple’s new boss starts with big gamble on costly first folding iPhone

John Ternus, Apple's newly appointed CEO, stepped into his second week with an announcement that marks the company's first significant change to the iPhone since its inception nearly two decades ago. At the annual product release event, Ternus unveiled the Duo, a foldable iPhone with a book-style design and a starting price of $1,999 (£1,475).

The Duo, the largest-ever iPhone model, is a major shift in Apple's product lineup, promising a "fluid and completely intuitive" folding feature. Ternus, who previously held top executive positions at Apple, aimed to create a foldable phone that stands out from others in the market, which he described as feeling "like two phones stuck together."

Analysts predict that Ternus's promotion was timed to coincide with the highly anticipated foldable iPhone launch. However, some caution that the high price point and steep learning curve may limit the device's appeal. The new iPhone 18 Pro and 18 Pro Max, starting at $1,199 (£855) and $1,299 (£959), are also introduced. Despite Apple's foldable phone's potential, analysts remain skeptical, comparing it to the company's previous attempts like the Vision Pro headset.

Nonetheless, Ternus emphasized that the foldable iPhone will be an "intelligent personal hub," leveraging AI to access and manage personal data securely.