Apple introduced a foldable iPhone priced starting at £1,999 in the UK and $1,999 in the US, marking a significant shift in the company’s flagship product line. The device, which took eight years to develop, features a design that resembles a small tablet when unfolded and a wider smartphone when folded. The launch represents the company’s entry into the foldable market, following competitors like Samsung and Huawei that established this category earlier.
The product launch coincides with John Ternus taking over as chief executive this month from Tim Cook. Ternus emphasized that Apple’s foldable addresses shortcomings in existing competitors’ designs, stating that rival devices “feel like two phones awkwardly stuck together.” When unfolded, the iPhone Duo is approximately the size of a passport and can be used with one hand when folded.
Market analysts noted that the foldable segment remains niche, currently accounting for approximately 2% of global smartphone sales. Industry research suggests that even with Apple’s entry into the market, foldable phones are projected to reach only 4% of total smartphone sales over the next decade. The Chinese market presents particular competition, with Huawei commanding nearly 80% of the foldable phone market.
Apple also announced the iPhone 18 Pro and Pro Max models, priced from $1,199 and $1,299 respectively in the US. Additionally, the company revealed enhancements to its Siri assistant, rebranded as Siri AI, which will integrate information across users’ devices and operate with enhanced privacy protections. The company emphasized that most AI features will process data on-device rather than through third-party servers, positioning privacy as a key differentiator in its approach to artificial intelligence.
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