The iPhone Duo is the first official addition for Apple to the foldable smartphone market, which is an expensive offering at $1,999, and one of the biggest changes Apple has made to its longstanding flagship smartphone approach in years. The Duo debuted on Sept. 9, bringing the comfortable and convenient iPhone user experience to a large foldable display, Apple’s first head-to-head challenge against rival Samsung, or Chinese smartphone makers that have been aggressively pursuing foldables for years.
This is a pivotal moment for the wider foldable phone industry. Samsung launched its first major foldable handsets years ago and other Chinese manufacturers like Huawei have been testing out thinner and more advanced designs. Although there is this improvement, foldables have not yet been a major market share of the overall smartphone market. With Apple’s entrance, the form factor could change that, as millions of consumers who might not have been able to fathom a foldable device for the reason of cost, unfamiliarity or impracticality may now take a look at a foldable phone.
The iPhone Duo is shaped like a passport and its edges rounded, while its form is small when closed. This unfolds to a 7.6″ display, which can be used either horizontally or vertically. The phone is still also equipped with a smaller external screen when folded, enabling users to have hands-on tasks without opening the phone. The Duo is said to be the thinnest phone upon opening, though that isn’t quite as thin as some of its rivals from Chinese cell phone makers.
The company has made a big effort to ensure the Duo is not so experimental as previous foldable devices. Apple’s new CEO John Ternus described the device as a “fusion of an iPhone form factor and a larger tablet experience.” To overcome some of the usability issues surrounding foldable phones, the company has created a custom body hinge, dual displays with a consistent aspect ratio (75:75), and a titanium body.
“It’s entirely new and at the same time remarkably familiar. A similar size to your passport, it feels familiar to hold and comfortable to use with one hand,” Ternus said.
It was all the more important because it is Ternus’ first major product event as Apple’s chief executive. The presentation was the biggest iPhone redo of the iPhone X since it launched in 2017. The impact of the iPhone on Apple’s business also makes the stakes higher on the Duo. With Apple’s latest financial report, the smartphone contributed $209.6 billion to the company’s revenues, which is just over 50 percent of total revenue.
The Apple plan isn’t just about hardware. The company is also highlighting the Duo as a productivity device. At the launch event, Apple showed off how the larger display could be utilized for activities like overseeing video calls with multiple people, and seeing more data in work messaging applications. The phone can run several applications or windows at once, introducing some aspects of multitasking found in Apple’s iPad family into a pocket fitting device.
The technical specifications are also geared towards making the duo a high quality flagship, not an experimental side product. The A20 Pro processor will be used by the smartphone for operating its displays and performance. It will also include Apple’s new C2 modem, in its ongoing strategy to cut its reliance on Qualcomm for wireless connectivity parts.
Foldable phones have also struggled with battery performance, given the larger screens and intricate battery layouts. The Duo offers Apple up to 24 hours of mixed use in its two-screen setup. It can also charge at 50 percent in about 20 minutes, providing users with a quicker charge in the day.
The company is aiming to launch the iPhone Duo from October 23rd. It’s priced at $1,999, though, and it definitely enters the premium category, and is much more expensive than Apple’s traditional flagship smartphones. The iPhone 18 Pro will be priced at $1,199 and the iPhone 18 Pro Max will be $1,299. That pricing gap might be one of the most pressing ones for Apple’s foldable initiative.
It’s relying on a strong brand to sell the premium. The market for foldable smartphones is still relatively small, but the technology has proven that consumers are willing to pay more for innovative form factors. The challenge for Apple will be convincing customers who are already fond of their iPhone that the larger foldable display offers substantial utility to them that warrants a hundredfold more investment than a regular iPhone.
But analysts are already predicting a big impact when Apple gets into the mix. By the end of next year, Apple could control some 40 percent of the foldable smartphone market, according to International Data Corp. The promise is in part a reflection of the fact that Apple has a huge customer base and the power to make technologies that were once regarded as niche products mainstream consumer items.
“Apple jumped into the foldable space, and in one keynote, said that the standard and price would be what everyone else would be judged on,” said Francisco Jeronimo, vice president for Data and Analytics, Devices, at IDC EMEA.
Competive effects may be significant in China. Huawei currently dominates the foldable smartphone market in China, making it a hard market in which to make inroads for Apple. However, analysts think that Apple’s reputation, ecosystem and customer loyalty will also convince some to opt to switch from known brands of foldables.
The true battleground is in China where Huawei holds almost 80% of the foldables market, Apple has just provided Chinese consumers a real reason to look up.
Samsung is facing perhaps the harshest challenge though. It is one of the first major smartphone manufacturers to heavily invest in foldable phones and has developed multiple generations of devices that are based on the foldable technology. With Apple making its entry into the segment, Samsung now has a competitor that has a vast brand recognition and even its own ecosystem.
