9to5Mac Daily: September 11, 2026 – More on Apple Intelligence, iPhone Duo

Apple has introduced a new iPhone model, the iPhone Duo, priced up to 3,839 euros. This marks the first time an iPhone has broken the 3,000-euro barrier, alongside a new folding phone. This pricing strategy represents a significant shift for Apple, who has kept entry-level prices relatively stable across much of their product range.

The price hike is largely due to the rising costs of memory, a concern that has been high on Apple's agenda since John Ternus took the helm. This move does not only apply to the new models but also affects existing iPhones that have been priced up by as much as 150 euros. Despite the price increase, Apple's iOS devices are still among the most expensive on the market, with average selling prices reaching a record high of $1,265 (€1,090) in the second quarter of the year, up 12% from a year earlier.

Despite selling more expensive phones, Apple has managed to gain market share in Spain, capturing 22% of the market in the first half of the year, according to IDC data. Apple's pricing strategy appears to be working, as customers show less sensitivity to price hikes and remain loyal to the brand. However, Jefferies suggests that Apple has moderated the price increases for the higher-end iPhone Pro models to protect sales volume.

The company has also decided to keep the entry price of the iPhone Duo lower than initially expected in order to attract a larger number of customers. Jefferies also notes that Apple has increased the prices of older iPhone models that are still on sale to maintain a sufficient distance from the new Pro models.