Story
Apple Unveils $1,999 Foldable iPhone Duo, Shifts Product Line Upmarket
Apple (AAPL) on Wednesday announced its much-anticipated entry into the foldable smartphone market, unveiling the $1,999 iPhone Duo at its annual September hardware event. The launch represents a significant strategic push further into the ultra-premium segment and marks the company's most expensive iPhone to date.
iPhone Duo Enters the Foldable Race
The new passport-style iPhone Duo is Apple's first foldable device. According to the company's presentation, it features a 7.6-inch inner display and a 5.4-inch outer screen. The device starts at $1,999 for a 256GB model, with configurations available up to 2TB.
Key specifications announced by Apple include:
- An A20 Pro chip, which the company claims offers up to 35% better sustained performance than the iPhone 17 Pro.
- A dual-battery architecture and 48-megapixel main and ultra-wide cameras.
- New foldable-specific software features in iOS 27, such as side-by-side Split View multitasking.
"iPhone Duo is the most transformational change to iPhone since the original," said CEO John Ternus in his first product launch since succeeding Tim Cook on Sept. 1. Apple stated that pre-orders will begin on Oct. 16, with the device becoming available in over 70 countries on Oct. 23.
AdA Broader Portfolio Shift
Alongside the Duo, Apple refreshed its traditional smartphone offerings with the iPhone 18 Pro, starting at $1,199, and the iPhone 18 Pro Max at $1,299. Notably, the company did not introduce a standard iPhone 18 model, effectively discontinuing its lower-priced flagship tier and steering its customer base toward more premium options.
This upmarket shift signals a focus on increasing the average selling price of its core product. The company also launched the Apple Watch Series 12 and Apple Watch Ultra 4, which maintain their previous starting prices of $399 and $799, respectively, as well as the new AirPods 5, priced from $129.
Market Reaction
Apple's shares experienced some volatility during the event, falling as much as 1.9% before recovering a portion of the losses by the end of the presentation. The introduction of the high-priced Duo will test consumer appetite for ultra-premium devices and positions Apple to compete directly in the niche but growing foldable category.
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