Apple Launches Duo Folding IPhone, New CEO Challenges Rivals
Apple launched the Duo, a folding iPhone priced at USD 1,999, marking a significant entry into the foldable smartphone market. John Ternus, the new chief executive, presided over the product introduction, which challenges established rivals. The company also presented new iPhone 18 Pro models and updated AirPods.
The Duo positions Apple against firms such as Samsung and Huawei, whose foldable devices have occupied a niche. Industry analysts predict Apple's involvement could normalise the design, as seen with smartwatches. Analysts from International Data Corporation anticipate Apple selling all available units and securing a 40 per cent share of this profitable market by the end of next year.
Physically, the Duo resembles a passport with rounded edges. It unfolds to a 19 centimetre horizontal screen, also viewable vertically, with a smaller front display when folded. And, when open, it is Apple's thinnest phone, though thicker than some Chinese competitors. Mr Ternus stated the Duo was engineered for an iPad like experience in a pocket sized device, featuring a custom hinge, dual displays, and a new titanium body.
This launch represents the most substantial revision to Apple's flagship product since the iPhone X in 2017. The iPhone division generated USD 209.6 billion, over half of Apple's sales, in its most recent fiscal year. Mr Ternus criticised existing foldables as awkward for common tasks. Other technology firms reacted, with Duolingo posting, "We infringed upon," on X, drawing a "solidarity" message from Samsung Mobile US.
The iPhone Duo, available from Oct. 23, incorporates the A20 Pro chip for its displays and Apple's new C2 modem chip, signaling a transition from Qualcomm's wireless data chips. Its battery offers 24 hours of mixed dual screen use, charging to 50 per cent in approximately 20 minutes. Apple markets the Duo as a business productivity device, capable of managing Zoom calls and supporting multiple application windows.
Francisco Jeronimo of IDC EMEA commented that Apple's entry "sets the price and the standard every rival will now be measured against." He suggested Apple has provided Chinese buyers a reason to reconsider, noting Huawei's current 80 per cent ownership of China's foldable market. But, Apple shares concluded trading with a 0.3 per cent decrease at USD 315.34 following the presentation.
Mr Ternus articulated Apple's privacy focused AI strategy, characterising the iPhone as a personal AI hub where "Apple Intelligence runs on device whenever it can." He emphasised control over personal data, stating, "trust only goes so far when your data is no longer yours to control." Lilian Rincon, head of AI products, announced an updated Siri assistant.
Alongside the Duo, Apple introduced the non folding iPhone 18 Pro and iPhone 18 Pro Max handsets. These models start at USD 1,199 and USD 1,299 respectively, a USD 100 increase from previous iPhone 17 Pro models. And, the iPhone 18 Pro incorporates the new A20 Pro chip, which assists advanced AI models in running directly on the devices.
New AirPods, priced at USD 129, will now offer noise cancellation for the first time in their budget line. Apple also unveiled the Apple Watch Series 12 and Apple Watch Ultra 4, presented as health focused upgrades for recovery, fitness, and improved heart rate tracking. Sanjay Mehrotra, chief executive of Micron, attended the launch, an unusual presence for a supplier.
Micron's attendance highlights the increasing demand for high performance memory, stemming from Apple's expanding integration of AI features across its product lines. This makes the role of memory chip suppliers strategically important, particularly amid global shortages.
Apple introduced the Duo, a folding iPhone priced at USD 1,999, directly challenging established foldable phone manufacturers.
The new chief executive, John Ternus, emphasised the Duo's design for an iPad like experience and Apple's privacy focused AI strategy.
Analysts predict Apple could secure a 40 per cent market share in the profitable foldable phone segment by the end of next year.
The company also launched non folding iPhone 18 Pro models, updated AirPods, and new health focused Apple Watch devices.
Micron's chief executive attended the launch, indicating the increasing strategic importance of memory chip suppliers for AI integration.
Source: Reuters
