Apple’s foldable iPhone hits stores with $2,000 price tag and scarce supply

Apple launched its first foldable smartphone, the iPhone Duo, on Friday with a price of around $2,000 and limited availability. Demand was strong worldwide, but sales were rationed, resulting in fewer people forming long queues and camping outside stores compared to previous iPhone launches. Competitors like Samsung and Huawei have been selling premium foldable phones for years, and the Duo tests whether Apple can revolutionize the small foldable mobile market, like the iPhone did for smartphones.

Apple CEO John Ternus, a former hardware chief, took on the challenge just a week after assuming leadership in September. The US company limited pre-orders to two handsets per customer and confined sales to walk-in shoppers. In China, France, Hong Kong, India, and Japan, the Duo was only available to online order customers. In Sydney, a queue formed outside the first Apple store selling the new passport-shaped phones at 8 a.m. local time.

Simon Krishnan, a 48-year-old engineer, paid A$3,899 ($2,734) for a 512GB Duo, stating that it was a luxury item for him but worth it as life is too short. Apple executives greeted customers at stores in Austin, Texas, and New York, with some customers camping outside since early morning. In China, a 26-year-old healthcare professional queued outside a Shanghai store at 6 a.m. for the iPhone Duo, despite already owning a foldable from Xiaomi.

Mixed reviews praised the Duo's design and sturdy hinge, but criticized camera compromises, app incompatibility, and its usability for daily tasks. Despite the challenges, IDC expects Apple to take 44% of the foldable market value in 2026 and become the market leader in units shipped by 2027.