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Apple Enters the Foldable Market With iPhone Duo, Priced at $1,999

Apple has finally entered the foldable smartphone market with the iPhone Duo, unveiled at its "Surprise and Shine" event in Cupertino. The device represents the company's most significant hardware redesign in years and marks the first major product launch under new CEO John Ternus.

A Passport-Sized Foldable

The iPhone Duo features a 5.4-inch outer display paired with a 7.6-inch inner screen when unfolded. Apple claims it is the "thinnest iPhone yet," with a passport-shaped form factor that lays completely flat when opened. The device includes Touch ID for authentication, an IP68 water and dust resistance rating, and two rear cameras.

The timing is notable: Apple arrives more than seven years after Samsung released the first Galaxy Fold in 2019. During that span, competitors including Samsung, Google, Huawei, Oppo, and Honor have released various foldable designs—ranging from book-style large screens to compact flip phones and, more recently, trifold devices.

Market Context

Despite years of activity from Android manufacturers, foldables have remained a niche segment. The category represented just 1.6 percent of all smartphone sales in 2025, according to industry data. Apple executives described the Duo as "Inspired by the versatility of iPad," signaling the company's intent to position the device as a productivity tool rather than a mere curiosity.

Apple Pencil support is expected to arrive "later this year," further emphasizing the iPad comparison. iOS has been updated with software optimizations tailored to the foldable form factor, including features designed to leverage the dual-screen setup.

Pricing and Availability

The iPhone Duo starts at $1,999 for the 256GB model, matching the pricing of competing flagship foldables from Samsung and Google. Preorders open October 16th, with general availability beginning October 23rd. Apple also used the event to announce new AirPods and an updated Apple Watch.

Industry Implications

Apple's entry into foldables carries significant weight. The company's historical pattern—observing a market develop, then entering with a refined implementation—has played out across multiple product categories. Industry analysts will be watching closely to see whether Apple's involvement accelerates mainstream adoption or simply consolidates interest among existing enthusiasts.

The foldable market has matured considerably since 2019. Hardware durability concerns that plagued early devices have been largely addressed, and software support for flexible displays has improved across operating systems. Whether Apple's version addresses lingering consumer hesitation remains to be seen.

The iPhone Duo also represents a symbolic shift under Ternus, who took over as CEO following Tim Cook's departure. The foldable launch serves as a clear indicator of the new leadership's willingness to pursue bold hardware form factors.

What Comes Next

With preorders opening in mid-October and availability shortly after, Apple's first foldable will face an established field of competitors. The company enters the market with typical advantages—integrated hardware and software ecosystem, strong retail presence, and brand loyalty—along with the inherent challenge of proving its折叠 expertise in a category others have refined over several generations.

The coming months will test whether Apple's characteristic patience in entering new markets translates into a superior product, or whether the company risks appearing late to a segment it helped define through years of anticipation.

Sources

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