But some observers in the packed room at the launch event in Cupertino, California, were left questioning its appeal beyond wealthy tech enthusiasts. Apple’s new foldable iPhone launched on Wednesday with impressive features and a premium price tag, starting at $1,999 in the US market.
Apple executives demonstrated the iPhone Duo running a variety of apps including Zoom, Slack and Netflix on an expanded display, as they showcased its ability to be used for work, content creation and entertainment. Analysts say that Apple’s brand cachet is enough to assure strong initial sales of the iPhone Duo. But once the euphoria fades, they warn the device’s high price and Apple’s lack of clear vision of its target buyer could confine it to a niche of wealthy early adopters – a pattern that has plagued the category since its launch.
Foldable phones are on track to account for less than 3% of the global smartphone market in 2026, according to research firm IDC, which also does not expect the figure to change much in 2027, even with Apple’s entry. It now holds 40% of the market, per Counterpoint data, and unveiled a redesigned passport-style foldable phone in July.
New Apple CEO John Ternus highlighted how the “larger display that feels as natural and intuitive as iPad” would open possibilities for the iPhone Duo to serve as a user’s personal AI hub. Samsung overcame a debacle at launch dubbed by some as “foldgate” that saw wide reports of broken screens and peeling components.
Samsung Dominates Foldable Phone Market
Samsung has been the leading brand in the foldable phone market since it launched its first devices in 2019. Competing options are also available from companies like Alphabet’s Google and China’s Huawei, providing consumers with a variety of choices in this innovative segment.
