Apple’s new Chief Executive Officer John Ternus and head of marketing Greg Joswiak discussed the company’s folding phone development during a recent interview, addressing how rival manufacturers obtained design details ahead of Apple’s announcement.
Joswiak explained that competitors including Samsung, Huawei, and Xiaomi discovered Apple’s work on a foldable device through leaks and learned about the aspect ratio the company had selected. These competitors subsequently announced their own wide-format foldable phones before Apple’s release. Joswiak stated that the aspect ratio became viewed as an appealing design choice across the industry, leading to multiple manufacturers pursuing similar form factors.
Despite the early disclosure of the general design approach, Joswiak emphasized that Apple successfully maintained confidentiality around the device’s folding nano-texture display technology, which distinguishes the iPhone Duo from competing products. He expressed particular pride in keeping this specification secret, noting that the company implemented additional security measures and did not discuss the technology externally.
Ternus, transitioning to the CEO role from an engineering background, demonstrated enthusiasm when discussing the development process. He described his first encounter with a prototype of the display as a defining moment, indicating his hands-on approach to product development. Industry observers noted that his engineering-focused perspective represents a notable shift from his predecessor Tim Cook’s more measured leadership style.
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