Apple has officially joined the foldable smartphone market, unveiling the new iPhone Duo as the centrepiece of its latest product launch and giving consumers its first take on a device category rivals have been developing for years.
The announcement came Wednesday at Apple's headquarters in Cupertino, California, where newly appointed CEO John Ternus used the event to introduce the company's latest iPhone lineup, updated Apple Watches and refreshed AirPods.
After wrapping up those announcements, Ternus borrowed a familiar phrase closely associated with Apple co-founder Steve Jobs.
"Actually, there is one more thing," he told the audience before revealing the foldable device.
Apple's first foldable iPhone
The iPhone Duo features what Apple describes as the largest display ever offered on an iPhone while still folding small enough to fit in a pocket.
When opened, the device expands to a 7.6-inch screen, roughly 80 per cent larger than the display on the new iPhone 18 Pro.
The Duo also becomes the first iPhone to support Apple Pencil functionality, a feature that until now has been limited to the company's iPad lineup.
Ternus said the Duo "will redefine the experience of using a foldable phone."
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The device is designed to handle multitasking, allowing users to run two apps side-by-side or view two windows from the same website at once, making tasks such as comparison shopping easier.
With a starting price of $1,999US, the Duo is the most expensive iPhone Apple has ever released.
"The Duo 'was always going to eclipse Apple's other announcements at the event,'" said Ben Wood, chief analyst at CCS Insight. "The device adds a distinctive new design to the iPhone lineup and marks the company's entry into the niche foldable smartphone category."
Wood noted that while demand is expected to be strong, foldable devices still account for less than five per cent of the global smartphone market.
New iPhone 18 models bring battery and camera upgrades
Alongside the Duo, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max.
The devices start at $1,199US and $1,299US respectively. Pre-orders open Sept. 12, with the phones becoming available Sept. 18. The Duo is scheduled to arrive later, on Oct. 23.
Apple says the new models deliver longer battery life, including up to 45 hours of video playback on the Pro Max, along with faster charging speeds.
Camera improvements include what Apple calls "cinematic effects" created from standard video recordings, expanded manual controls and a new "smart focus tracking" feature designed to keep a moving subject in focus, such as a child playing soccer.
The company is also continuing its push into artificial intelligence through enhanced Siri capabilities, emphasizing privacy and security as key selling points.
Apple joins an established market
Apple is entering a category already occupied by competitors including Samsung, Motorola and Google, all of which have released foldable smartphones.
Analysts say the timing reflects Apple's traditional approach of waiting until a market matures before launching its own version of a product.
"The foldable launch is straight out of Apple's playbook: Wait for the product to work out its kinks and for the market to offer glimpses of viability, then enter and shape the category," said Forrester analyst Dipanjan Chatterjee.
But Chatterjee added that Apple still faces the challenge of growing demand for a product segment that remains relatively small.
The company also said prices across the iPhone 18 lineup are roughly $100 higher than previous generations, due in part to a global memory chip shortage. The iPhone lineup now ranges in price from $799US to $1,999US depending on the model.
Ternus makes his first major product launch as CEO
The event also marked John Ternus's first major product presentation since succeeding Tim Cook as chief executive on Sept. 1.
Analysts viewed the keynote as an opportunity for Ternus to begin defining Apple's next chapter while maintaining the momentum built during Cook's tenure.
"John Ternus inherits perhaps the most successful consumer technology juggernaut in modern times. That is both a boon and a burden for him. Tim Cook's perfected execution, scale, and monetization set a high bar, and Ternus must extend that run," Chatterjee said.
"But he must sustain that momentum while positioning Apple to disrupt itself in the near future, when the iPhone, or any smartphone for that matter, will cease to be the consumer's primary conduit to the world."
Wood said the arrival of the Duo largely overshadowed discussion about the leadership transition itself.
"This event marks a seamless transition from Tim Cook, and its timing to coincide with the iPhone Duo was undoubtedly planned," Wood said. "However, despite the media frenzy about this new device, it is the broader strength of Apple's hardware, software and services that will drive the company forward."
- with files from The Associated Press
