Apple officially entered the foldable smartphone market with the iPhone Duo, as new CEO John Ternus headlined the company’s signature event for the first time at its Cupertino, California, headquarters.
The iPhone Duo makes its debut seven years after Samsung launched its first foldable smartphone and on the heels of a recent launch by Huawei. Pre-orders for the device begin in October.
After running through the launches of the iPhone 18 Pro, Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5, Ternus saved the foldable for last but drew a quick distinction between the Duo and competing devices.
“Others have created foldables that just feel like two phones awkwardly stuck together,” Ternus (pictured) said during the company’s Surprise and Shine event yesterday (9 September).
He described the Duo as having “a larger display that feels as natural and intuitive as iPad,” and stated it has the “largest display ever on an iPhone, while still fitting easily in your pocket”.
Duo specs
Once opened, the doublewide screen is 50% larger than the size of the iPhone 18 Pro Max and measures 7.6 inches on the diagonal, stated Greg Joswiak, Apple’s SVP for worldwide marketing.
The device pairs a mirror-polished grade 5 titanium chassis with a custom precision hinge engineered from over 100 components to deliver structural stiffness and smooth operation.
Powering the device is the A20 Pro chip built on a 2nm process, coupled with a custom vapor chamber cooling system, 16-core Neural Engine, and a 7-core GPU.
The device runs on iOS 27, which introduces side-by-side Split View multitasking to the iPhone lineup, and features an under-display FaceTime camera on the main panel alongside a side-mounted Touch ID sensor integrated into the power button.
The imaging hardware centres on a 48MP Fusion Main camera capable of 4K120 fps Dolby Vision recording, complemented by a 48MP Fusion Ultra Wide camera with macro support and a Center Stage front sensor.
The dual-battery architecture supports up to 31 hours of continuous video playback on the main screen or up to 44 hours on the cover screen, with support for fast wired charging as well as MagSafe and Qi2 wireless standards.
On the connectivity front, the device is eSIM-only globally, holds an IP67 rating for water and dust resistance, and incorporates Apple’s custom C2 cellular modem system along with the N1 wireless chip. The C2 modem integrates support for US mmWave 5G spectrum alongside Wi-Fi 7 and Bluetooth 6.
Available in star white and night sky finishes, the iPhone Duo starts at $1,999 for the base 256GB storage tier, with additional options extending to 512GB, 1TB, and 2TB. Pre-orders open on 16 October, with broad retail launch following on 23 October.
Anshu Goel, Lead Analyst, Digital Consumer at GSMA Intelligence, told Mobile World Live the Duo price point is worth watching going forward.
“While the quality and iOS customisation for Duo look good, this price point will limit demand,” he explained. “However, Apple customers are unlikely to go looking elsewhere if considering a foldable purchase.”
iPhone 18 Pro and Pro Max
Apple also unveiled the iPhone 18 Pro and Pro Max, both powered by the same A20 Pro chip as the Duo. The pair introduce a redesigned 48MP variable-aperture main camera with physical aperture blades, a first for iPhone, alongside a slimmer Dynamic Island now capable of displaying up to three simultaneous Live Activities. New colour options include Burgundy and Glacier.
Pricing rose $100 over the equivalent iPhone 17 models, with the 18 Pro starting at $1,199 and the Pro Max at $1,299.
Analyst views
Paolo Pescatore, chief analyst at PP Foresight, said Apple has taken its time entering the foldable category and is now seeking to redefine what consumers should expect from a smartphone rather than simply following rivals.
He noted higher pricing across the premium iPhone 18 line-up could also sway some customers toward the foldable, narrowing the perceived jump to a completely new form factor.
“Apple will now flex its considerable marketing muscle to kick-start demand and give the foldable category a major boost,” he said. “I fully expect it to be an instant hit, benefiting the wider market and developer community while putting rivals firmly on notice.”
He added that the increasingly split iPhone launch cycle gives Apple a powerful new revenue engine throughout the year, rather than concentrating attention on a single annual upgrade window, calling it a significant strategic shift and “potentially a gold mine for the business.”
On the leadership transition, Pescatore called the event a hugely important first moment for Ternus and a strong start to a new chapter at Apple.
“His challenge is to build on an enormously successful foundation while bringing fresh energy, ideas and priorities to the business,” he said, adding that the confident tone from the top mattered as an opening statement.
Nabila Popal, senior research director at IDC, said Apple appears to have hit it out of the park with the iPhone Duo.
“While a passport-size form factor is not new, the execution here looks quite good,” she said. “The user experience is intuitive and fluid, with a seamless transition from closed to open. The ease of use, coupled with an elegant design, should make the Duo stand out among the crowd of foldable devices today.”
She added the device could be a blockbuster product for Apple, and a great way for new CEO John Ternus to kick off his tenure.
CCS Insight chief analyst Ben Wood added the iPhone Duo was always going to eclipse Apple’s other announcements at the event, hailing a distinctive new design to the iPhone line-up and marking the company’s entry into the niche foldable category.
He stated while foldable smartphones are not new, Apple has clearly learnt from the evolution of rival devices from Samsung and others, noting the company has a track record of entering categories once they reach a certain level of maturity.
Wood said the Duo has benefited from major advances in flexible display quality and reliability, pointing to its near-creaseless screen, which, like Samsung’s Galaxy Z Fold8, uses a titanium plate beneath the display.
At $1,999, Wood said the Duo is Apple’s most expensive iPhone to date and $700 more than the iPhone 18 Pro Max, though less than some had feared, and said he expects strong demand.
However, he cautioned foldables remain a niche product accounting for less than 5% of the overall smartphone market, adding that the Duo’s arrival could still provide a lift to the wider foldable segment.
iOS 27
Wood also pointed to the significance of iOS 27, which brings major performance improvements and the latest version of Apple Intelligence and Siri, saying the update marks a step up from Apple’s earlier AI efforts based on his experience with the beta release.
He noted AI increasingly looks like less of a differentiator on smartphones, adding that Apple’s long-term commitment to privacy is likely to remain its most distinctive position on AI.
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