Under the leadership of new CEO John Ternus, Apple has launched the iPhone Duo, a passport-shaped foldable device marking the most significant design shift since 2017.
- Apple introduced the 'Duo', a foldable smartphone priced at $1,999.
- The device features a passport-like form factor with a 7.6-inch main display.
- New CEO John Ternus emphasized on-device AI and privacy via Apple Intelligence.
- iPhone 18 Pro and Pro Max were also announced starting at $1,199.
In a landmark event at the Steve Jobs Theater in Cupertino, Apple has officially entered the foldable market with the debut of the iPhone Duo. Priced at $1,999, the Duo represents the most drastic overhaul of Apple's flagship line since the removal of the home button in the iPhone X back in 2017. The launch marks the first major product cycle under the leadership of new CEO John Ternus.
The Duo is meticulously designed to mirror the size and shape of a passport, featuring rounded edges and a high-grade titanium body. When unfolded, it reveals a 7.6-inch wide screen that supports both horizontal and vertical orientations. Apple claims that in its unfolded state, the Duo is the thinnest phone the company has ever produced, bridging the gap between a smartphone and a tablet.
Why This Matters
BozokMedia analysis shows that Apple's strategic delay in entering the foldable space was a calculated move to avoid the 'early adopter' pitfalls faced by Samsung and Google. By focusing on a 'business productivity' angle—integrating multi-window support for apps like Zoom and Slack—Apple is attempting to reposition the foldable phone as a professional tool rather than a mere novelty.
"The foldable launch is straight out of Apple’s playbook: Wait for the product to work out its kinks, then enter and shape the category."
CEO John Ternus took a swipe at existing foldable devices, labeling them as awkward for common tasks. He highlighted that the Duo's custom hinge and consistent aspect ratio provide an iPad-like experience in a pocketable size. Furthermore, Apple is leveraging Apple Intelligence to position the device as a secure personal AI hub, contrasting its on-device processing with the cloud-based data collection of its rivals.
Alongside the Duo, Apple refreshed its standard flagship lineup with the iPhone 18 Pro and 18 Pro Max. These devices feature upgraded batteries and cameras, starting at $1,199 and $1,299, respectively. While the Pro models will be available on September 18, the Duo will hit shelves on October 23.
| Model | Price | Key Feature | Availability |
|---|---|---|---|
| iPhone Duo | $1,999 | Foldable Screen, Titanium Body | Oct 23 |
| iPhone 18 Pro | $1,199 | Enhanced Battery/Camera | Sep 18 |
| iPhone 18 Pro Max | $1,299 | Peak Performance | Sep 18 |
Frequently Asked Questions
1. What is the price of the iPhone Duo and when can I buy it?
The iPhone Duo is priced at $1,999 and will be available for purchase starting October 23.
2. How does the Duo differ from other foldable phones?
The Duo distinguishes itself with a titanium build, a passport-shaped form factor, and a heavy emphasis on on-device AI privacy through Apple Intelligence.
