Apple introduced its new foldable smartphone, the iPhone Duo, starting at $1,999 on September 9. John Turnus, the new CEO of Apple, expressed optimism, stating, "We will redefine the foldable phone experience." However, concerns have been raised that the high price may render it a mere luxury item.
First foldable phone marks a major design shift after 20 years
According to Reuters, CEO Turnus unveiled the iPhone Duo at Apple Park in Cupertino, California. This marks Apple's first foldable phone, breaking away from the flat design the company has maintained since 2007.
The device is a passport-style smartphone that folds horizontally, featuring a 5.4-inch display when closed and a 7.6-inch (19.3 cm) screen when opened. The open screen area is 50% larger than that of the iPhone 18 Pro Max and 80% larger than the iPhone 18 Pro.
When opened, the thickness is 5.2 mm, while it measures 11.3 mm when closed, weighing 254 grams. Apple claims it is the thinnest device in its lineup when opened, although it is thicker than competing products from Chinese manufacturers, according to Reuters.
The iPhone Duo features a specially designed hinge, a dual display with a consistent aspect ratio, and a new titanium body. The base model with 256GB of storage starts at $1,999, while the top model with 2TB of storage is priced at $3,199.
During the event, Turnus emphasized, "It’s a completely new product yet surprisingly familiar," noting its passport-like size makes it comfortable to hold and easy to use with one hand.
He also pointed out that existing foldable phones are often cumbersome and unsuitable for everyday tasks like scrolling or watching videos, stating that they feel like two phones stuck together, making the larger screen feel smaller. Apple has focused on enhancing the user experience to differentiate itself from existing foldable phones.
The Wall Street Journal noted that under Tim Cook's leadership, Apple has faced criticism for not releasing enough innovative products, suggesting that Turnus aims to mark his era as a "new beginning for innovation."
Francisco Jeronimo, an analyst at IDC, remarked, "Apple may be entering the foldable phone market years later than others, but with just one product announcement, it has set the price and competitive standards. Now, all competitors will be evaluated against Apple."
Apple to compete with Huawei in China's foldable phone market
China, the largest market for foldable phones, is expected to be a critical battleground for the success of the iPhone Duo.
According to Counterpoint, China accounted for 45% of the global foldable phone market last year, with Huawei holding about 80% of that share. Ahead of the iPhone Duo's launch, Huawei and Xiaomi proactively announced their latest foldable phone models on September 7.
Counterpoint forecasts that global foldable phone shipments will exceed 100 million units this year, predicting that Apple will capture a 25% market share in its first year, placing it second behind Samsung's 38%. Huawei is expected to hold 22%. IDC anticipates that Apple's market share could rise to about 40% by the end of next year.
Will it be a luxury item? Price and usability are key factors
However, concerns have been raised regarding the iPhone Duo. The base model's price of $1,999 is approximately $100 more than Samsung's flagship foldable phone, the Galaxy Z Fold 8, which retails for $1,899.99.
Dipanjan Chatterjee, an analyst at Forrester, told the BBC, "Due to its high price, it risks becoming a 'luxury item' that enhances brand image but fails to drive substantial growth."
Carolina Milanesi, an analyst at Creative Strategies, pointed out that the learning curve associated with transitioning from traditional smartphones to foldable devices presents a significant challenge.
There are also concerns that the foldable phone market remains relatively small, limiting growth potential. According to CCS Insight, foldable phones currently account for only about 2% of total smartphone sales. Ben Wood, a CCS analyst, predicted that even with Apple's entry, the foldable phone market share will only reach about 4% of the overall smartphone market within the next decade.
* This article has been translated by AI.
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