Apple has entered the foldable smartphone market with the launch of the iPhone Duo, marking one of the company’s biggest hardware changes in years. The September 9 event also gave new Apple CEO John Ternus his first major product presentation since taking over from Tim Cook.
The event, held at Apple Park in Cupertino, introduced the company’s first foldable iPhone alongside updates to its flagship smartphone lineup. Apple had promoted the event under the “Surprise and Shine” theme.
Apple Finally Enters the Foldable Phone Market
The new iPhone Duo opens into a larger 7.6-inch display while using a 5.4-inch screen when folded. Apple says the device is the thinnest iPhone it has produced when unfolded.
The design is intended to give users more space for watching videos, gaming and multitasking without requiring a larger traditional smartphone.
Apple also built a new precision hinge into the device and designed its two displays to maintain the same aspect ratio. According to the company, this allows content to transition between the folded and unfolded screens without major changes in how it appears.
A New Chapter Under John Ternus
The product launch also carried significance beyond the hardware.
John Ternus became Apple’s CEO on September 1, replacing Tim Cook after Cook spent 15 years leading the company. Ternus previously served as Apple’s senior vice president of Hardware Engineering and had been closely involved with the development of the company’s products.
His first major iPhone presentation therefore comes at a time when Apple is introducing a completely new product category.
The iPhone Duo Focuses on Performance
Apple says the foldable phone is powered by its new A20 Pro chip and uses an advanced thermal-management system with a custom vapor chamber.
The device also features a dual-battery design. Apple says the combination of the new processor and battery architecture is designed to provide strong performance while maintaining all-day battery life.
The foldable design also gives Apple an opportunity to make the phone function more like a compact tablet when opened, particularly for multitasking and content consumption.
Apple’s Other New iPhones
The foldable model was not the only major iPhone announcement.
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max as part of its latest high-end lineup. The company is changing its usual release pattern, with the standard iPhone 18 expected to arrive at a later date rather than alongside the Pro models.
This means Apple’s September strategy is increasingly focused on its premium devices and new form factors.
A Major Change for Apple’s iPhone Strategy
Foldable phones have been available from other manufacturers for several years, but Apple had remained outside the category.
The arrival of the iPhone Duo changes that. Apple is now competing in a market where manufacturers have already spent years refining folding displays, hinges and software designed for larger flexible screens.
Apple’s approach puts particular emphasis on durability, display quality and integration with its existing ecosystem.
What the Foldable iPhone Means for Apple
The iPhone Duo represents more than another addition to Apple’s product lineup. It introduces a different way for customers to use an iPhone while giving the company a new category in which to compete.
The success of the device will depend on how consumers respond to its foldable design, larger interior screen and premium positioning.
For Ternus, the launch also marks the beginning of his tenure as Apple’s chief executive with a product that could influence the company’s smartphone strategy for years to come.
