Apple on Wednesday introduced its first foldable smartphone, the iPhone Duo, a book-style device with a bendable display that the company says offers the largest screen ever on an iPhone. Priced at $1,999, it becomes the most expensive iPhone in Apple's history and is slated for release on Oct. 23.
The unveiling came during Apple's “Sunrise and Shine” event at its headquarters, where new CEO John Ternus—who took over the top job just last week—touted the device as a game-changer. “Others have created foldables that just feel like two phones awkwardly stuck together,” Ternus said. “This results in a square screen that’s rarely suited for the way people use them.”
Ternus, who succeeded Tim Cook in a leadership transition that has kept Cook influential in Washington, emphasized that Apple aimed to make the larger display feel “as natural and intuitive” as its iPad. “We brought together thoughtful design with breakthrough engineering in a way only Apple can, and the result is a series of remarkable innovations that we believe will redefine the experience of using a foldable phone,” he added.
The iPhone Duo's screen is 50 percent larger than the newly announced iPhone 18 Pro Max and 80 percent larger than the iPhone 18 Pro, both of which were also presented at the event. When opened, users can multitask across multiple screens, dragging content between them much like computer windows.
The premium price tag comes as Apple raised prices on most of its new products, a move driven by soaring demand for AI-related memory chips, which are essential in smartphones, cars, and laptops. That demand has strained supply chains and pushed up costs for electronics makers across the industry.
Earlier this year, then-CEO Tim Cook warned that price hikes were “unavoidable” because of the chip crunch. The iPhone Duo's $1,999 sticker price reflects those pressures, positioning it as a luxury device in Apple's lineup.
Apple's move into foldables follows years of speculation and competition from rivals like Samsung and Google, but the company is betting that its design and integration will set it apart. The launch also comes as Apple reclaims the global market cap crown from Nvidia, underscoring its financial clout despite the pricey new hardware.
Industry analysts will be watching whether consumers embrace the high-priced foldable, especially as economic uncertainty persists. Apple's new CEO, John Ternus, is under pressure to prove he can sustain the company's innovation streak and profitability.
The iPhone Duo will be available starting Oct. 23, with pre-orders expected to open soon. Apple has not yet announced carrier deals or financing options, but the device is likely to be a key test of the company's ability to command premium prices in a competitive market.
