Apple’s new boss starts with big gamble on £1,999 first folding iPhone
The new boss of Apple has marked his first public appearance by launching the company's most expensive iPhone - a foldable handheld that costs at least £1,999.
John Ternus, Apple's new CEO, made his debut by launching the company's most expensive iPhone: the foldable iPhone Duo, priced at a minimum of £1,999. This marked the first significant redesign of the iPhone in nearly two decades and Apple's tentative entry into the foldable phone market, which is already dominated by South Korean Samsung and Chinese Huawei.
Ternus explained that the Duo "redefines the experience of using a foldable phone," distinguishing it from competitors who only create devices that feel "awkwardly stuck together."
The foldable iPhone, unveiled in the US at a price range of $1,999 to $3,200, took eight years of development, with Ternus playing a crucial role in its creation after a long tenure in Apple's hardware division. When unfolded, it resembles a compact iPad with a wider iPhone when folded. Ternus described it as "entirely new and at the same time remarkably familiar," offering a comfortable one-handed grip.
However, the Duo faces tough competition from China's Huawei, which holds nearly 80% of the foldable phone market. IDC EMEA's Francisco Jeronimo noted that the main challenge lies in China. Analyst Ben Wood from FDM CCS Insight suggested that Ternus's promotion was strategically timed, coinciding with one of Apple's biggest iPhone launches in recent years.
Apple's decision to alter the iPhone design could address criticisms that the company has not achieved a major product hit since the first iPhone in 2007. Analyst Dipanjan Chatterjee from Forrester warned that the Duo could become a premium-priced ornament in Apple's portfolio, offering badge value but not substantial growth. The iPhone's high starting price, previously $900, has risen to $1,199 for the new 18 Pro and 18 Pro Max models.
Chatterjee speculated that the foldable iPhone might follow either the trajectory of Apple's Vision Pro headset or the Apple Watch, remaining a staple device with millions of users.
The foldable iPhone's familiar iPhone operating system poses a hurdle for widespread adoption. Milanesi from Creative Strategies highlighted the software's learning curve, emphasizing that transitioning from a traditional phone to a foldable is "real." Wood pointed out that foldable smartphones currently make up only 2% of the market, with Apple's version expected to capture just 4% of the total market over the next decade.
Despite these challenges, Apple revealed updates to its Siri AI assistant, which now spans across the iPhone, Apple Watch, and will soon integrate with messages, emails, and other personal data. Ternus described the AI features as an "intelligent personal hub," emphasizing Apple's commitment to keeping user data private, stating that even Apple cannot access the information.
Written by urgent.news from MyJoyOnline Ghana's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
