Apple Enters the Foldable Era With the iPhone Duo
Apple has officially joined the foldable smartphone market. At its "Surprise and Shine" event in Cupertino on September 9, the company unveiled the iPhone Duo — its first foldable device — alongside the iPhone 18 Pro lineup, new AirPods, and updated Apple Watch models. The event was also the first major product launch under new CEO John Ternus. [1]
The headline product is a passport-shaped, wide-format foldable that Apple describes as its "thinnest iPhone yet." [4] Rather than following the vertical flip-phone form factor popularized by early foldables, Apple opted for a wider design intended to deliver a better aspect ratio for video viewing when opened. [1]
Display, Design, and the Crease Problem
The iPhone Duo features a 7.6-inch inner Retina display and a 5.4-inch outer screen, with Apple claiming the device maintains a consistent aspect ratio across both. [4] One of the persistent criticisms of foldables has been the visible crease where the screen folds — Apple says it has addressed this with a custom nanotexture finish designed to hide the crease and reduce glare. [1] The hinge is constructed from grade 5 aluminum and incorporates over 100 specialized components. [1]
The inner display includes an under-display camera, giving users an all-screen experience when the phone is open. [1] Notably, Face ID is absent; the Duo relies on Touch ID via a side button, though users can also unlock it with an Apple Watch. [1] Like last year's iPhone Air, the Duo is eSIM-only. [1]
Power, Cameras, and Battery
Under the hood, the Duo runs on Apple's new A20 Pro chip paired with the company's in-house C2 cellular modem, which Apple says enables faster uploads. [1] The camera system consists of a 48-megapixel main camera and a 48-megapixel ultrawide with 2x optical zoom — a dual-camera setup that omits a telephoto lens. [1]
Battery life figures are split by display: Apple claims up to 31 hours of video playback on the inner display and up to 44 hours on the outer display, owing to two separate batteries. [4] Users can also prop the device half-folded on a table, and Apple Pencil support is promised later this year. [1]
Software Tailored for Folding
iOS 27 has been adapted specifically for the Duo's form factor. Controls like Wi-Fi settings shift to the side when the phone is held vertically, and users can run two apps side by side, pin a video to the top half while using another app below, or operate the device in any orientation. [1][4] Apps including Netflix, Zoom, and Slack have already released updates to take advantage of these features. [4]
A "smart-take" feature uses an on-device model to automatically snap a photo when all subjects in the frame are ready, and an animation plays on the outer display to help keep children's attention during photos — a feature reminiscent of a similar tool on Google Pixel devices. [1]
The iPhone Duo launches in two colors — star white and night sky — at a starting price of $1,999 for 256GB. Pre-orders open October 16, with availability beginning October 23. [1][4]
Apple Skips the Base iPhone 18 — and Raises Prices
The Duo wasn't the only surprise. Apple made the unusual decision to skip the base iPhone 18 entirely at this event, instead announcing only the iPhone 18 Pro and Pro Max. [3] Rumors ahead of the event had suggested the base model would slip to spring 2027, and The Verge reports that memory and chip shortages likely contributed to the delay, pushing Apple to prioritize higher-margin premium models. [3]
To compensate for the gap in its lineup, Apple raised prices on existing models: the iPhone 17 lineup went up by $100, and even the older iPhone 16 — still available for sale — returned to its original $799 starting price after having been discounted. [3] Both the iPhone 18 Pro and Pro Max are also $100 more expensive than their predecessors. [3] The iPhone 18 Pro starts at $1,199, while the Pro Max begins at $1,299 and adds a new 2TB storage option. [4] Both launch September 18. A new iPhone Air and a more affordable iPhone 18E are rumored for the first quarter of next year, alongside the delayed base model. [3]
Watch, AirPods, and iOS 27
Beyond the phones, Apple announced the Watch Series 12 and Watch Ultra 4. A standout feature is "Siri Recap," which uses the watch's built-in microphones to transcribe daily conversations, letting users query Siri about those transcripts later. [4] The Watch Series 12 measures heart rate every five seconds and samples heart rate variability as frequently as every five minutes. [4] A redesigned Health app gains a new "Longevity" tab covering sleep, movement, and heart health. [4] The Series 12 starts at $399, with a ceramic option at $899; the Ultra 4 starts at $799. Both ship September 18. [4]
On the audio side, Apple is bringing active noise cancellation to its entry-level AirPods 5 for the first time, with the company claiming 50 percent more noise reduction than the previous generation. They cost $129. A step-up $149 model adds on-stem volume controls and five hours of ANC battery life. [4]
iOS 27, meanwhile, introduces a more conversational Siri capable of taking actions across more than 300,000 apps, launching initially as a beta for English-language devices. The update also includes adjustable Liquid Glass opacity, redesigned icons, extra-large widgets, and new volume controls for alarms and alerts. [4]
What to Watch
The foldable market remains a niche: analytics firm Counterpoint estimates foldables account for less than 2% of global smartphone shipments. [1] However, Counterpoint also projects the iPhone Duo could capture up to 25% of the foldable market by year-end — a figure that would represent a significant jolt to a segment where Samsung and Xiaomi have been the dominant players. [1] Whether Apple's premium pricing, crease-reduction technology, and software polish can convert mainstream buyers to the form factor will be the defining question of the Duo's launch window. The delayed arrival of a base iPhone 18 next spring will also test whether Apple's bet on high-margin devices holds up against a more price-sensitive market.
