Apple’s new chief executive John Ternus revealed the company’s first major change to the iPhone in nearly two decades during the September product launch: the Duo, a $2,000‑class foldable phone that opens like a book.
The Duo is the biggest iPhone yet, boasting a book‑style format that expands to resemble a small iPad. When folded it returns to a wide iPhone shape. With a U.S. starting price of $1,999 and a premium variant at $3,200, it becomes the most expensive iPhone ever produced. Apple says the folding action is “fluid and completely intuitive.”
Ternus, who has led Apple’s hardware division before becoming CEO, noted the event was a chance to demonstrate Apple’s break from the “two phones stuck together” look some competitors keep. He called the Duo the outcome of “remarkable innovations that will redefine the experience of using a foldable phone.”
Industry analysts weigh in on the strategy. Ben Wood of FDM CCS Insight suggests the timing aligns with Apple’s need for a high‑profile release under a new CEO. Carolina Milanesi of Creative Strategies felt the spotlight put Ternus “on the shelf” like a product himself, echoing critics who have questioned Apple’s recent innovations.
More skeptical commentators, such as Dipanjan Chatterjee of Forrester, warn the foldable could become a premium‑priced ornament rather than a growth catalyst. He compares it to Apple’s Vision Pro headset, which, though expensive, did not dominate sales.
Apple also announced Siri AI, a revamped voice assistant. Beginning with the iPhone 18, it can read across a user’s phone—messages, emails and more—to answer queries and act on the user’s behalf. Some features will be available on the new Apple Watch.
Ternus underscored privacy: “These AI functions run on device or on Apple’s private cloud, and not third‑party servers.” He added, “Apple will never see your personal data.”
While foldable smartphone sales are currently under 5% of total market share, Apple’s entry might give the segment a short‑term boost. The launch marks a key test for Apple’s ambition to blend hardware innovation with AI while protecting user data.
