{
  "id": 6684571,
  "title": "Apple's foldable iPhone faces question of purpose",
  "url": "https://urgent.news/2026/09/11/apples-foldable-iphone-faces-question-of-purpose",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-09-11T01:09:41.000Z",
  "source": {
    "name": "The Economic Times",
    "slug": "the-economic-times",
    "url": "https://economictimes.indiatimes.com/news/international/global-trends/apples-1999-foldable-iphone-dazzles-at-launch-but-who-is-it-really-for/articleshow/134038744.cms"
  },
  "original_language": "en",
  "account": "On Wednesday, Apple unveiled its foldable iPhone, the iPhone Duo, with a starting price of $1,999 in the U.S. market. While the device's impressive features and premium price point generated excitement, some observers at the Cupertino, California launch event questioned its broader appeal beyond wealthy tech enthusiasts.\n\nApple executives demonstrated the iPhone Duo running various apps, such as Zoom, Slack, and Netflix, on its expanded display. They highlighted the phone's potential for work, content creation, and entertainment. New Apple CEO John Ternus emphasized how the larger display would make the iPhone Duo a user's personal AI hub, feeling as natural and intuitive as an iPad.\n\nAnalysts noted that Apple's brand reputation should ensure strong initial sales of the iPhone Duo. However, once the initial euphoria subsides, they warn that the high price and lack of clear positioning could limit the device to a niche of wealthy early adopters. According to research firm IDC, foldable phones are projected to account for less than 3% of the global smartphone market in 2026, with little change expected in 2027 despite Apple's entry.\n\nNeil Shah, vice president of Counterpoint Research, pointed out that Apple's broad marketing strategy failed to articulate the intended audience for the $3,199 iPhone Duo in the U.S. market. Apple co-founder Steve Jobs framed the iPad as a new category for media and entertainment consumption in 2010, while Tim Cook positioned the Pro line of tablets as a tool for creative professionals in 2015. Apple Watch started as a fashion item but evolved into a health and fitness companion.\n\nFollowing a 2023 launch of its augmented reality headset, Apple has faced criticism for high prices and unclear use cases beyond entertainment. Samsung, the market leader in foldable phones since 2019, holds a 40% share and unveiled a redesigned foldable phone in July. Despite setbacks, Samsung's devices are outperforming previous models and driving a publicity campaign mocking Apple's entry.\n\nOmdia, a technology research firm, expects foldable smartphone shipments to reach 22.3 million units by 2026, with Apple's entry expected to provide the biggest year-to-year boost since 2021. Bob O Donnell, chief analyst at TECHnalysis Research, believes that Apple diehards will drive early sales, but the high price may limit the device's appeal among younger consumers.",
  "summary": null,
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}