Apple Unveils $1,999 Foldable 'iPhone Duo,' Challenging Samsung's Market Dominance

Apple on Wednesday announced its long-awaited entry into the foldable smartphone market, unveiling the $1,999 iPhone Duo. The launch positions the technology giant to challenge established players like Samsung in a high-end niche that analysts believe Apple could now push into the mainstream.

A New Form Factor for iPhone

The iPhone Duo, presented by new CEO John Ternus, features a passport-like design that unfolds horizontally into a 7.6-inch display. The company emphasized its new titanium body and custom hinge, positioning the device as a productivity tool that delivers an "iPad-like experience in a pocket-sized device," according to Ternus. It also includes a smaller, single screen on the front for use when folded.

Key features announced for the iPhone Duo, which will be available from October 23, include:

• A new, Apple-designed A20 Pro chip to power its dual displays.
• The company's first in-house C2 modem chip, continuing its strategic shift away from supplier Qualcomm.
• A battery that supports 24 hours of dual-screen use and can charge to 50% in approximately 20 minutes.

Market Implications and Competitive Landscape

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Apple's entry could significantly disrupt the foldable category, which has been led by Samsung since 2019 but has yet to achieve mass-market adoption. Analyst firm International Data Corporation (IDC) predicts Apple could secure a 40% share of the foldable market by the end of next year.

"Apple showed up years after everyone else, yet it walks in and sets the rules," said Francisco Jeronimo, a vice president at IDC, in comments reported by Reuters. Paolo Pescatore, founder of research firm PP Foresight, called the launch a "serious threat to Samsung." In the immediate aftermath of the presentation, Apple (AAPL) shares closed down 0.3% at $315.34.

Other Product Announcements

Alongside its new foldable, Apple also updated its traditional smartphone lineup. The company introduced the iPhone 18 Pro and 18 Pro Max, with starting prices increased by $100 to $1,199 and $1,299, respectively.

Other updates from the event included a new version of its standard AirPods with noise cancellation for the first time at a $129 price point, and the Apple Watch Series 12 and Ultra 4, which feature upgraded health and fitness tracking capabilities.