Fold the phone: Apple's new CEO unveils a foldable iPhone

Apple has unveiled the iPhone Duo, its first foldable smartphone, marking the company's entry into the foldable market alongside the iPhone 18 Pro and iPhone 18 Pro Max. The book-style device, introduced at Apple's product event in Cupertino, California, folds into a compact form and opens to reveal a larger display for enhanced viewing and multitasking. This marks the most significant physical redesign of the iPhone since the iPhone X.

The iPhone Duo utilizes two displays, with a smaller outer screen for regular smartphone tasks and a larger inner panel when unfolded. Apple's arrival in the foldable market, led by Samsung, Huawei, Google, and other manufacturers, aims to test whether this format can expand beyond its premium niche and attract a broader range of buyers.

While foldable phones currently represent a small portion of smartphone sales, Apple's entry is anticipated to challenge the format's potential to broaden its appeal. The device's design emphasizes portability when closed and increased screen space when opened, offering Apple a new hardware format without compromising the familiar iPhone interface.

The focus on durability, hinge engineering, and addressing the visible crease that has plagued foldable devices since their emergence will be crucial for Apple's success. Formerly under Tim Cook's leadership, Apple's new chief executive, John Ternus, presented the Duo during his first product event as CEO, positioning the foldable handset as a core part of Apple's premium iPhone strategy.

The iPhone 18 Pro and Pro Max models debuted alongside the Duo, featuring the new A20 Pro chip manufactured using a 2-nanometer process. This processor is designed to enhance performance and support advanced artificial intelligence models directly on the device. Prices for the Pro models start at $1,199 in the United States.

Artificial intelligence was a major theme at the event, with Apple emphasizing its commitment to processing personal data on the device whenever possible. Ternus also unveiled an upgraded Siri designed to work across hundreds of thousands of apps, addressing industry pressure to demonstrate progress in generative AI as rivals expand AI capabilities through their devices.

While the foldable launch may carry a higher price point than Apple's conventional flagship phones, analysts believe Apple could quickly capture a significant share of the foldable market, despite modest volumes. International Data Corporation projects that Apple could secure around 40% of the foldable segment by the end of next year, assuming pent-up demand among existing iPhone users can offset the device's premium pricing.