Apple enters foldables with the $1,999 iPhone Duo

What is the iPhone Duo?

Apple has officially entered the foldable smartphone market, unveiling the long-rumoured iPhone Duo at a starting price of $1,999. The device, announced on 9 September, represents Apple’s biggest gamble on phone hardware in years—a bid to turn a high-end novelty into a mainstream product.

When closed, the Duo functions like a standard smartphone. Unfolded, it reveals a 7.6-inch screen designed to bridge the gap between an iPhone and an iPad. Apple is pitching the device as a hybrid, built for users who want the portability of a pocket-sized phone alongside a larger display for gaming, watching video, and running multiple apps side-by-side.

Customers will not have to wait long to get their hands on one. Pre-orders are scheduled to begin on 16 October, with the first shipments arriving on 23 October.

Can Apple make foldables mainstream?

Foldable phones are not new. Samsung pioneered the modern segment years ago with its Galaxy Fold series, and other brands like Google and OnePlus have followed suit. Yet, despite heavy marketing, these devices still account for only a tiny fraction of global smartphone shipments. Most buyers have remained cautious, put off by thick designs, crease lines, and worries about how well a folding screen holds up to daily wear and tear.

Bloomberg strategist Mark Gurman believes Apple’s entry could change the entire category's trajectory. He expects the Duo to quickly become the dominant foldable model, helping to drive wider adoption of folding screens over the next decade.

Apple’s strategy here mirrors its approach to smartwatches and tablets: let competitors experiment with the early, clunky generations of a technology, then enter with a polished, highly integrated hardware and software experience once the market is ready.

The price barrier

The immediate obstacle for the Duo is its cost. At $1,999, the phone is a luxury item, priced far above Apple’s standard flagship lineup.

Gurman expects this financial hurdle to ease in the coming years. As the cost of specialised components like flexible glass and complex hinges begins to decline, Apple is likely to expand the lineup with cheaper or larger versions. In the meantime, the tech giant is expected to rely on aggressive device-leasing options and carrier trade-in deals to soften the blow of the initial purchase price.

Whether the broader public actually wants a phone that folds remains the big, unanswered question. But with the iPhone Duo, Apple is betting that its hardware refinement and software ecosystem are finally strong enough to make the transition worth it.