Key facts
- Apple launched its first foldable smartphone, the iPhone Duo, on Wednesday.
- The iPhone Duo starts at $1,999 in the U.S. market.
- Apple executives demonstrated the iPhone Duo's ability to be used for work, content creation, and entertainment on its expanded display.
- Analysts question the iPhone Duo's appeal beyond wealthy early adopters due to its high price and Apple's lack of a clear target audience.
- Foldable phones are projected to account for less than 3% of the global smartphone market in 2026 and 2027.
- Counterpoint Research estimates Apple will sell close to 6 million units of the iPhone Duo by the end of the year.
- Samsung holds 40% of the foldable phone market, according to Counterpoint data.
Apple has entered the competitive foldable smartphone market with the launch of its iPhone Duo, priced at $1,999 in the U.S. The device features an expanded display designed for work, content creation, and entertainment, with Apple CEO John Ternus highlighting its potential as a personal AI hub. However, analysts expressed skepticism about its broad appeal beyond wealthy early adopters, citing its high price and a lack of clear positioning from Apple, a pattern that has previously affected the foldable category.
While Apple's brand cachet is expected to drive initial sales, with Counterpoint Research estimating nearly 6 million units sold by year-end, the long-term success remains uncertain. Foldable phones are projected to remain a niche segment, accounting for less than 3% of the global smartphone market through 2027, according to IDC. Samsung, the current market leader with 40% share, has faced its own challenges with early foldable devices but has since redesigned its offerings and launched a campaign responding to Apple's entry.
Technology research firm Omdia forecasts Apple's entry will significantly boost foldable smartphone shipments, reaching 22.3 million units by 2026. Analysts like Bob O’Donnell suggest the iPhone Duo will initially be a coveted status symbol, driven by loyal Apple customers, despite its high cost.