Apple’s New CEO Debuts Foldable iPhone
On 9 September 2026, Apple unveiled its first foldable iPhone, dubbed the Duo, at the company's annual product launch. The move coincided with John Ternus’ arrival at the helm, following Tim Cook’s departure.
The Duo is a book‑shaped device that folds into a conventional iPhone. Its screen size when unfolded is comparable to a small iPad, while the folded form mimics a wide iPhone. Apple sells it in two price bands, starting at $1,999 (£1,475) for the basic model, and up to $3,200.
Ternus emphasised that the folding mechanism is “fluid and completely intuitive”, aiming to avoid the “two‑phones‑stuck‑together” look of early market leaders. He revealed that the product was a product of years of internal development.
Analysts point to the foldable’s limited appeal: in 2025, Samsung and Huawei foldables accounted for only about 2% of global sales. Apple hopes to raise that figure, but forecast that the smartphone will still capture a modest 4 % of market share in the next decade.
The launch also introduced Siri AI, an upgraded voice assistant that will operate on‑device, with private data handling. Ternus promised that the AI will only process data locally, even when cloud services are needed.
Apple’s new lineup also presented the iPhone 18 Pro and Pro Max, with US launch prices of $1,199 and $1,299 respectively.
For many reviewers, the Duo represents a bold gamble—Apple’s longest‑lived product might finally get a fresh experience, but the challenges of convincing consumers to buy a premium foldable are substantial.
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