Apple Unveils $1,999 Foldable iPhone Duo, Raises Prices on Pro Models

Apple on Wednesday announced its entry into the foldable smartphone market with the iPhone Duo, priced at $1,999, and raised the cost of its flagship Pro models. The event, the first major product showcase under new CEO John Ternus, signals the company's strategic direction in an era increasingly defined by artificial intelligence and premium hardware.

Apple Enters Foldable Market

The most significant announcement was the iPhone Duo, Apple's first foldable device. The passport-style smartphone opens to reveal a 7.6-inch display and features a 5.4-inch external screen. Apple positioned the device for productivity, allowing users to run two applications simultaneously on the larger screen.

The Duo is powered by the new A20 Pro chip, built on a 2-nanometer process, which Apple said is optimized for on-device AI performance and power efficiency. The device's starting price of $1,999 places it at a premium compared to competing foldables from Samsung and Google at similar storage levels. Pre-orders are set to begin on October 16, with sales starting October 23.

iPhone 18 Pro Prices Increase

Apple confirmed a $100 price increase for its high-end smartphone lineup, attributing the move to a surge in memory chip costs. The iPhone 18 Pro will now start at $1,199, while the larger iPhone 18 Pro Max will start at $1,299.

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Both Pro models will also feature the A20 Pro chip and a new 48-megapixel main camera with a variable aperture system. The company also introduced new software features, including an "Apple Reference Image" authentication standard and support for SynthID to identify AI-generated images, though these will not be available in the European Union or China.

Strategy and Other Devices

CEO John Ternus emphasized privacy as a core differentiator for Apple's AI strategy, branded as Apple Intelligence. The approach prioritizes running AI tasks on the device, using a "Private Cloud Compute" system only when necessary for more intensive processing. Siri will also gain expanded capabilities, with integrations planned for over 300,000 apps at launch.

Other product updates from the event include:

• Apple Watch: The Series 12 (starting at $399) and Ultra 4 (starting at $799) feature a new S11 chip and enhanced health monitoring.
• AirPods: A new entry-level model (starting at $129) now includes active noise cancellation, a feature previously reserved for more expensive versions.