Apple’s foldable iPhone poses a $1,999 question: Who is it for?

Apple’s new foldable iPhone, the iPhone Duo, made its debut on Wednesday with a price tag starting at $1,999 in the US market. While executives showcased its versatility for work, content creation, and entertainment, some attendees questioned its appeal beyond wealthy tech enthusiasts. Apple’s new CEO, John Ternus, highlighted the larger display as a potential AI hub, but analyst Carolina Milanesi noted that Apple rarely defines its target buyer.

Industry analysts expect the iPhone Duo to find a niche market of wealthy early adopters due to its high price and unclear positioning. Foldable phones are projected to account for less than 3% of the global smartphone market in 2026, with IDC not foreseeing significant growth by 2027. Analyst Neil Shah expressed disappointment in Apple's broad marketing strategy, questioning whether the device was designed for work or play.

The iPhone Duo's high price point of $3,199 for the highest storage option further complicates its appeal, as Apple had hoped to position it as a versatile device. With the incumbent market leader Samsung holding 40% of the foldable phone market, Apple's entry is expected to provide a significant boost to foldable smartphone shipments, though growth has slowed in recent years.