Apple launches into foldable market as iPhone Duo sales begin

Apple's first folding phone, the iPhone Duo, began sales in Sydney on Friday, sparking speculation about whether the device can revolutionize the small foldables market like the iPhone did for smartphones. The reception of the Duo could serve as an early test for the new CEO, John Ternus, who took charge barely a week after unveiling the phone in September.

It may also have significant implications for a niche category where rivals such as Samsung Electronics and Huawei Technologies have been selling premium offerings for several years.

Demand for the iPhone Duo exceeded supply shortly after pre-orders opened on Friday, causing estimated delivery dates to shift to late January. Apple described the response from customers as "nothing short of extraordinary." In Sydney, the first Apple store to sell the phones experienced a queue outside before opening at 8 a.m. local time.

Early reviews of the Duo have generally praised its design and sturdy hinge, which is a notable achievement given the screen's prominent crease, a common drawback for foldable phones. However, reviewers have noted camera compromises, such as the absence of a telephoto lens and the need for third-party apps to be reworked for the new display size, which could disappoint some buyers. They have also suggested that the Duo may be less convenient in its folded state for the quick tasks typically performed on standard iPhones.

The limited supplies of the iPhone Duo could disappoint Apple fans lining up outside stores to purchase the device. Apple stated that walk-in availability would vary by country, with limited stock in the US, Australia, Canada, Mexico, and much of Britain and Europe. In China, France, Hong Kong, India, Japan, and Macau, units would only be available for customers who had ordered online.

Francisco Jeronimo, vice president at market researcher IDC, believes that Apple's entry into the foldable market could bring the format to a broader audience. IDC predicts that Apple will take 44% of the foldable market's value in 2026, accounting for 31% of foldable units. By 2027, the company expects Apple to become the market leader in the foldable category in terms of both value and units shipped.