Apple has finally changed the iPhone design in a major way. The company has unveiled its first foldable iPhone, called the Duo. The launch also comes as John Ternus begins his second week as Apple’s new CEO.
The Duo uses a book-style design. When opened, it looks like a small iPad. When closed, it becomes a wider iPhone. Apple says the design feels “fluid and completely intuitive.” However, that new experience comes with a huge price tag. The phone starts at $1,999 in the US. Some versions could cost as much as $3,200.
For Apple, the timing is important. Critics have argued that the iPhone has changed very little since its 2007 debut. Ternus was heavily involved in Apple’s hardware development before becoming CEO. Therefore, his first major product launch could shape how people see his leadership. Analyst Ben Wood said the timing was likely planned for “one of the biggest iPhone launches for many years.” Still, analysts warn that the Duo could become a luxury item rather than a mass-market hit.
Meanwhile, Apple faces another challenge with foldable phones. Samsung and Huawei already sell foldable devices, but they remain a small part of the smartphone market. Analyst Carolina Milanesi also pointed to the learning curve for people moving from regular phones.
Apple has also announced new AI features called Siri AI. The system can search messages and emails, answer questions, and perform tasks for users. Ternus called the iPhone an “intelligent personal hub.” He also promised that user data would remain private.
With the Duo, Apple is betting heavily that customers will pay more for a fresh iPhone experience.
