Apple enters foldable market with iPhone Duo as new CEO Ternus leads first major event

Cupertino, September 10 - Apple introduced its inaugural foldable phone, the iPhone Duo, marking the debut of new CEO John Ternus. This venture holds significant importance for Apple, which has yet to achieve a breakthrough success since the AirPods arrived a decade ago. Today's event signified the first under Ternus, who assumed leadership from Tim Cook on September 1.

A seasoned product designer with Apple since 2001, Ternus has steered the engineering teams behind the company's various product lines, primarily iPhones, which constitute the bulk of Apple's revenue.

At the 'Surprise and Shine' event held at Apple Park, Cupertino, the iPhone Duo was showcased. The event featured numerous product announcements, including Ternus's first keynote address since his appointment. The Duo, roughly the size of a passport when folded, merges the convenience of a smartphone with the expansive display of a tablet, delivering a larger screen without the need to carry a sizable device.

The device features a full external display when closed, a larger internal display upon opening, and multiple camera lenses.

Apple aimed to address the common concern of a visible crease in the middle of the screen, a common criticism faced by foldable devices. Priced starting at US$1,999 (RM8,134), the iPhone Duo is marginally higher than Samsung's Galaxy Z Fold8. The company also unveiled the iPhone 18 Pro and iPhone 18 Pro Max, priced at US$1,199 and US$1,299 respectively, which are US$100 more than the iPhone 17 lineup at its launch last year.

Apple did not introduce a more affordable base model of the iPhone, suggesting a later launch might be in the works.

Customers in the United States will have the option to pay for their new phones, iPads, Macs, and Apple Watches through Apple Upgrade, a leasing program available in conjunction with the payment app Klarna. For the latest iPhone lineup, a monthly installment through Apple Upgrade will cost approximately US$50.

In late June, competitors from China had already unveiled their latest foldable products ahead of the Duo's announcement. Huawei introduced its three-panel Mate XT 2, priced at 19,999 yuan (RM11,394), while Xiaomi released the 18 Fold at 10,999 yuan. Samsung had launched the first mainstream foldable smartphone, the Galaxy Fold, in 2019.

According to research firm IDC, despite foldable smartphones accounting for less than 2% of global shipments, Apple's entry could capture approximately a third of the demand. IDC's Kiranjeet Kaur noted that the foldable iPhone is likely to alter competitive dynamics in both China and global markets.

This launch occurs at a time when the artificial intelligence (AI) boom has sparked a supply chain crunch, leading to higher prices across industries. Consequently, smartphone shipments are expected to decline by more than 16% this year, with average costs increasing by more than 27%, as reported by IDC. Apple also announced updated versions of its entry-level AirPods and smart watches.

The latter will feature enhanced heart-rate sensors compatible with an updated Health app, expected to launch later this year. Additionally, Apple hinted at other rumored devices, such as a revamped Apple TV box, HomePod mini speaker, and a smart home hub with a 7-inch screen, as previously reported by Bloomberg.