Apple has entered the foldable phone market with the Duo, a $1,999 device shaped like a passport and designed to compete with Samsung and Huawei in a segment that has struggled to gain mainstream appeal. The announcement marks the first major redesign of Apple’s flagship product since the removal of the physical home button in 2017, signaling a shift toward larger screens and productivity-focused features under new CEO John Ternus. The iPhone brought in $209.6 billion, or just over half of Apple’s sales, in its most recent fiscal year, making the Duo’s introduction a strategic bet on expanding that revenue stream.
The Duo unfolds into a 7.6-inch display with a 19cm width, offering both horizontal and vertical viewing modes. When closed, it retains a smaller front screen, while the unfolded state makes it Apple’s thinnest phone to date. The device uses a custom titanium body and hinge system to maintain a consistent aspect ratio across both displays, addressing criticisms of earlier foldables that struggled with awkward screen layouts or uneven aspect ratios. The rounded edges and passport-like form factor were emphasized as key design choices to improve ergonomics and reduce accidental damage during transit.
Ternus framed the Duo as a tool for business users, demonstrating features like expanded Zoom call layouts and multi-window app support—similar to Apple’s iPad lineup. He positioned the device as an iPad-like experience in a pocket-sized form, showing how it would manage Zoom calls with multiple participants and provide a broader view of the Slack messaging app.
The larger screen supports multiple app windows simultaneously, a productivity feature Apple has previously implemented in some of its iPad models. Ternus criticized existing foldables as impractical for everyday tasks, emphasizing the Duo’s design as a balance between portability and usability. “It’s entirely new and at the same time remarkably familiar,” he said. “A similar size to your passport, it feels familiar to hold and comfortable to use with one hand.”
Apple’s custom chips power new era
The Duo runs on Apple’s A20 chip, paired with a new C2 modem designed in-house, marking another step away from Qualcomm’s wireless technology. The shift aligns with Apple’s broader push for self-sufficiency in hardware components, though it remains to be seen whether the A20’s performance will meet the demands of a dual-screen device. The iPhone 18 Pro and Pro Max models, which do not fold, will also feature the new A20 Pro chip, which brings improvements to help advanced AI models run directly on iPhones.
PP Foresight analyst Paolo Pescatore called the Duo a “premium growth opportunity,” though shares dipped 1.8% following the announcement. The device’s launch also coincides with the debut of the iPhone 18 Pro and Pro Max, priced at $1,199 and $1,299 respectively, up $100 from last year’s models. The iPhone 18 Pro and Pro Max pricing starts at $1,199 (NZ$2,050) and $1,299 (NZ$2,225), reflecting a continued premium positioning in the market.
Ternus doubles down on privacy
Ternus’s tenure as CEO began with a focus on privacy, positioning Apple’s iPhone platform as a counterpoint to competitors collecting user data. He highlighted Apple Intelligence, an on-device AI system that minimizes reliance on cloud processing. Former chief executive Tim Cook handed over the leadership baton to Ternus at the start of the presentation with a video that ended with a closeup of Cook, who said, “Not me.
That’s your guy,” pointing back toward Ternus. Ternus touted the iPhone platform as a personal AI hub that focused on privacy, saying that others wanted to collect and store personal data. “Honestly, trust only goes so far when your data is no longer yours to control,” he said, framing Apple’s approach as a safeguard against third-party data exploitation.
The event also introduced updates to Siri, now compatible with 300,000 apps at launch, and a new Apple Reference Image standard to authenticate photos—though the feature will exclude the EU and China. Apple’s Lilian Rincon, who oversees AI products for the company and was recruited from Google earlier this year, described the updated Siri assistant’s expanded capabilities.
Meanwhile, Apple’s AirPods lineup gained noise cancellation in its budget $129 model, while a $149 version added wireless charging and on-stem volume control, allowing users to adjust volume by swiping up or down on the stem. The company also introduced the Apple Watch Series 12 and Ultra 4, emphasizing health tracking with improved heart-rate sensors and recovery metrics. The watches use new Apple silicon and improved sensors to deliver what Apple called the most accurate heart-rate tracking in a wearable.
Can Apple crack the foldable market?
Ternus’s challenge now is convincing consumers that a $2,000 foldable phone is worth the premium, especially as competitors like Samsung have struggled to move beyond niche adoption. The Duo’s success hinges on whether its productivity features and Apple’s brand appeal can overcome skepticism about foldable durability and practicality. While Samsung Electronics and Huawei Technologies have sold folding phones since 2019, the devices have remained a niche among tech enthusiasts.
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