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Apple unveils its first foldable, the iPhone Duo

2026-09-09 | original

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Why This Matters

Apple's entry into foldables with the iPhone Duo legitimizes a category that still accounts for under 2% of smartphone shipments, potentially pulling mainstream buyers toward a form factor pioneered by Samsung and Xiaomi. It's also the first flagship launch under new CEO John Ternus, making it an early signal of Apple's product direction post-Cook.

Key Takeaways

Apple launched the iPhone Duo, its first foldable, at the 'Surprise and Shine' event in Cupertino.
Apple chose a wider, iPad-inspired form factor for a better video aspect ratio when unfolded, matching rivals' wide foldables.
Counterpoint estimates the Duo could capture up to 25% of the foldable market by year-end, in a segment currently under 2% of smartphone shipments.

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Apple today introduced its first foldable device, named the iPhone Duo, at its “Surprise and Shine” iPhone event held in Cupertino. The phone is the first marquee device launched under the company’s new CEO, John Ternus.

The company said that the new device was “Inspired by the versatility of iPad” and also showed how people can use it unfolded in a vertical mode.

Unlike early iterations of foldables, which looked like vertical slabs, Apple adopted a wider form factor that could aid in a better aspect ratio while watching videos when the device is unfolded.

Rivals like Samsung and Xiaomi have already launched their version of wide foldables before the Apple launch, give the iPhone Duo can spur demand for the form factor.

According to analytics firm Counterpoint, foldables contribute to less than 2% of shipments in the overall smartphone market. However, Apple’s new phone could be an instant hit, as the analytics firm said the Duo could garner up to 25% market share by the end of the year.

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