Cupertino, California: Apple’s new foldable iPhone has entered the market with a starting price of $1,999 in the US, putting the device firmly in the premium segment and raising questions over whether it can attract consumers beyond wealthy technology enthusiasts.
Unveiled at Apple’s launch event in Cupertino, the iPhone Duo features an expanded display designed to support a range of uses, including work, content creation and entertainment. Apple demonstrated applications such as Zoom, Slack and Netflix on the larger screen.
New Apple CEO John Ternus highlighted the display as offering an experience comparable to an iPad while positioning the device as a potential personal AI hub.
From iPhone Duo, iPhone 18 Pro, and iPhone 18 Pro Max to Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5… here's a look at all of the latest announcements dropping today! #AppleEvent pic.twitter.com/YvswtNEA7m
— Tim Cook (@tim_cook) September 9, 2026
However, Apple has not clearly defined the consumer group it expects to purchase the foldable phone. The company is offering a broad range of uses rather than presenting it specifically as a productivity, entertainment, or creative device.
The uncertainty comes as foldable smartphones remain a relatively small part of the overall mobile market. Research firm IDC expects foldables to account for less than 3 percent of global smartphone sales in 2026, with limited growth expected in 2027 even after Apple enters the segment.
The iPhone Duo will cost as much as $3,199 in the US with the highest storage configuration. The pricing and broad positioning could make it difficult for Apple to move the category beyond its existing niche, particularly as other manufacturers have spent years developing foldable devices.
Apple’s previous products show how clearly defined positioning can evolve over time. The iPad was initially presented as a new category focused on media and entertainment before the iPad Pro was positioned toward creative professionals. Similarly, the Apple Watch developed from a fashion-focused product into a device strongly associated with health and fitness.
Apple also faced challenges with its Vision Pro headset after its 2023 launch. While the technology received attention, its high price and questions over its practical uses limited its broader appeal.
Despite these concerns, Apple is expected to benefit from strong demand among existing iPhone users. Counterpoint Research estimates the company could sell nearly 6 million iPhone Duo units by the end of 2026, potentially giving Apple around a quarter of the global foldable market based on those sales.
Samsung remains the leading player in the segment, having sold foldable phones since 2019. Google and Huawei also offer competing devices. Samsung currently holds about 40 percent of the foldable market, according to Counterpoint data, after overcoming early problems involving damaged screens and peeling components.
The overall foldable market has slowed in recent years as manufacturers have struggled to attract buyers beyond a relatively small audience. However, Apple’s entry is expected to provide the biggest year-on-year boost to global foldable smartphone shipments since 2021.
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