Apple has introduced its most expensive iPhone to date, the iPhone Duo, a foldable handheld device starting at £1,999. This launch marks the first significant iPhone design overhaul in nearly two decades and represents a major strategic move for John Ternus, who recently took over as chief executive from long-time leader Tim Cook.

The company’s entry into the foldable phone market comes comparatively late, following established players like South Korea’s Samsung and China’s Huawei. Ternus, who was deeply involved in the Duo’s eight-year development during his tenure in Apple’s hardware division, stated that while other foldables often feel like “two phones awkwardly stuck together,” Apple’s model aims to “redefine the experience.” When unfolded, the device resembles a small iPad, and when folded, it offers a wider iPhone experience, described as “remarkably familiar” and comfortable for one-handed use, similar in size to a passport. However, the product faces an uphill battle, particularly in China, where Huawei commands nearly 80% of the foldable market, according to Francisco Jeronimo, vice president for data and analytics, devices at IDC EMEA.

Industry analysts view Ternus’s promotion as strategically timed with this significant launch. While the foldable market currently constitutes only about 2% of total smartphone sales, even with Apple’s entry, projections suggest it may only reach 4% in the next decade. Concerns linger that the iPhone Duo, with its premium price point (surpassing the previous highest starting price of $900 for a new iPhone), could become a niche “badge value” item rather than a driver of substantial growth, potentially mirroring the mixed reception of Apple’s Vision Pro headset. Conversely, it could achieve steady success akin to the Apple Watch, which, while not an iPhone-level phenomenon, sells millions annually. The learning curve associated with transitioning from traditional smartphones to foldables is also cited as a potential hurdle for widespread adoption.

Alongside the iPhone Duo, Apple also unveiled the new iPhone 18 Pro and 18 Pro Max, starting at $1,199 and $1,299 respectively. A significant announcement was the relaunch of its audio and chat assistant, now branded Siri AI. Beginning with the iPhone 18, Siri AI will gain the ability to access and process information across a user’s device, including messages and emails, to answer queries and perform actions on their behalf. Some Siri AI features, such as transcribing conversations, will also extend to the new Apple Watch. Ternus emphasized that these AI capabilities, which he referred to as an “intelligent personal hub,” prioritize user privacy, with many features running “on device” and any necessary third-party interactions handled securely to ensure that “not even Apple can access what’s yours.”

Key Takeaways

• Apple's new CEO, John Ternus, launched the iPhone Duo, a premium foldable smartphone, marking a significant design shift and a late entry into the competitive foldable market.
• The iPhone Duo, priced from £1,999/$1,999, faces stiff competition from established players like Samsung and Huawei, with analysts questioning its potential for widespread adoption due to its cost and market size.
• Apple also unveiled enhanced Siri AI capabilities, now called Siri AI, which can access on-device data for personalized assistance while emphasizing user privacy and on-device processing.

Editor’s Analysis & Impact

Apple’s entry into the foldable smartphone market with the iPhone Duo, under new CEO John Ternus, is a high-stakes gamble that could significantly impact the industry. While it legitimizes the foldable segment, Apple’s late arrival and premium pricing mean it must offer a truly differentiated experience to compete with established players. The success of the Duo will be a crucial test for Ternus’s leadership and Apple’s innovation pipeline beyond incremental updates. Furthermore, the enhanced Siri AI, with its on-device processing and strong privacy assurances, signals Apple’s strategic push into advanced artificial intelligence. This move could set new industry standards for how personal data is handled in AI-driven devices, potentially influencing consumer trust and competitive strategies across the tech landscape. The outcome of this launch will be closely watched as a barometer for Apple’s future growth and its ability to innovate in mature markets.

Frequently Asked Questions

Q: What is the iPhone Duo?
A: The iPhone Duo is Apple's first foldable smartphone, featuring a design that unfolds to resemble a small iPad and folds into a wider iPhone. It represents the first major iPhone design change in nearly two decades.

Q: How much does the iPhone Duo cost?
A: The iPhone Duo starts at £1,999 in the UK and $1,999 in the US, with prices potentially reaching up to $3,200 depending on the configuration.

Q: What new AI features were announced alongside the iPhone Duo?
A: Apple introduced Siri AI, an enhanced version of its virtual assistant. It can now access and process information across a user's device, such as messages and emails, to answer queries and perform actions, with a strong emphasis on on-device privacy.