Apple (NASDAQ: AAPL) unveiled its first-ever foldable smartphone, the iPhone Duo, at its “Surprise and Shine” event on September 9, 2026.
The foldable smartphone category has existed since Chinese display maker Royole introduced the FlexPai in 2018, with Samsung Electronics following months later in 2019 with the Galaxy Fold.
Despite years of availability, foldable smartphones have struggled to gain mainstream traction, accounting for less than 2% of global smartphone shipments last year.
IDC projects foldable smartphone shipments will increase 30% this year, compared to a 1.4% decline for nonfoldable smartphones, signaling a category inflection point.
New Apple CEO John Ternus described prior foldable phones as feeling like “two phones awkwardly stuck together,” positioning the Duo as a meaningfully different product.
The iPhone Duo features a titanium frame with a passport shape, a 5.4-inch outer screen that opens to a 7.6-inch display, bridging the gap between smartphones and tablets.
Pricing starts at $1,999 for a 256GB model, only about $100 more than competing devices from Samsung and Alphabet’s (NASDAQ: GOOGL) Google, with a top configuration reaching $3,199 for 2TB of memory.
Counterpoint Research projected Apple would ship 6 million Duo units this year, and the device can be preordered starting October 16 before going on sale in 70 countries on October 23.
The Duo received wide praise from journalists who interacted with it, covering both its hardware and software experience, reinforcing the belief that Apple’s entry legitimizes the foldable category.
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, both powered by the new A20 chip, with starting prices of $1,199 and $1,299 respectively, reflecting a $100 price increase.
New Apple Watch models and a next-generation AirPods lineup were also announced at the same event, rounding out a broad product refresh for the company.
To help consumers absorb rising device costs, Apple introduced Apple Upgrade, a new leasing program featuring low monthly payments that allows users to upgrade at the end of their lease term.
Foldable smartphones are relatively popular in China, where Huawei leads the segment, making the country a likely early front-runner as a major market for the Duo.
The Duo’s higher price point combined with its strong early reception positions it to drive an upgrade cycle and attract new customers into the broader Apple ecosystem.
Apple’s services business, which carries high gross margins, stands to benefit as more users are funneled into the ecosystem through new and compelling hardware offerings.
With industrywide device shipments expected to face headwinds from rising memory prices, the Duo gives Apple a differentiated product to stand out during a potentially sluggish period.
