Apple launches foldable iPhone Duo starting at $1,999

Apple introduced its new foldable iPhone Duo with a starting price of $1,999, according to a Reuters report on September 11, 2026. At the Cupertino launch event, Apple demonstrated apps like Zoom, Slack, Netflix, and content-creation tools on the expanded screen. CEO John Ternus said the larger display could turn the device into a personal artificial intelligence hub. However, analysts at the event questioned the device's appeal beyond wealthy tech enthusiasts, noting Apple did not articulate a clear target buyer.

Carolina Milanesi, an analyst at Creative Strategies, observed that Apple avoided clearly identifying the buyer. Neil Shah of Counterpoint Research also noted a lapse in positioning. Still, Counterpoint estimates Apple could sell close to 6 million iPhone Duo units by year-end, driven by pent-up demand from existing iPhone users. That volume would instantly give Apple roughly one-quarter of the global foldable market. TECHnalysis Research expects the device to attract early attention as a status product.

Apple enters a niche segment where rival Samsung has sold foldables since 2019 and currently holds about 40% of the market, alongside competitors Huawei and Google. Research firm Omdia forecasts 22.3 million global foldable shipments across the industry in 2026, marking the category's largest year-over-year shipment jump since 2021 as Apple brings new users into the format.

Even with rapid adoption, the foldable segment may have a limited financial impact on Apple's broader business. IDC projects foldables will account for less than 3% of global smartphone shipments in 2026 and expects little change in that share for 2027. That small overall category size could cap the Duo's total revenue contribution until Apple proves enough everyday utility to expand beyond early adopters.