Apple’s New CEO Unveils First-Ever Foldable iPhone

Apple has unveiled its first foldable smartphone, the iPhone Duo, marking the beginning of a new era under CEO John Ternus.

The launch represents a major test for Apple, which has struggled to introduce a major new hit since the debut of AirPods a decade ago.

Wednesday’s event was the first major product launch led by Ternus, who succeeded Tim Cook as Apple CEO on September 1.

Ternus, 51, joined Apple’s product design team in 2001 and steadily rose through the company’s ranks. He eventually took charge of engineering teams overseeing Apple’s entire product portfolio, including the iPhone, the company’s biggest revenue generator.

When folded, the iPhone Duo has a passport-like form factor, combining the portability of a smartphone with the larger screen of a tablet. It features a full external display when closed, a larger internal screen when opened and multiple camera lenses.

Apple said it had significantly reduced the visible crease at the centre of the display, one of the most common criticisms of foldable smartphones. The device starts at $1,999, making it slightly more expensive than Samsung’s Galaxy Z Fold8.

The company also introduced the iPhone 18 Pro and iPhone 18 Pro Max, priced at $1,199 and $1,299 respectively. Both models are $100 more expensive than their iPhone 17 counterparts at launch last year.

The new Pro models feature an upgraded camera system that allows users to adjust the lens aperture.

Apple notably did not unveil a lower-priced standard model, expected to be called the iPhone 18, suggesting that the device could arrive at a later date.

In the United States, customers will also be able to purchase the latest iPhones, iPads, Macs and Apple Watches through monthly instalments under Apple Upgrade, a leasing programme offered in partnership with buy-now-pay-later company Klarna.

Leasing the newest iPhone models through Apple Upgrade will cost around $50 per month and above.

The latest launches come after Apple raised prices for its Macs and iPads in late June, citing component shortages linked to the surge in demand for AI technology. The company warned in July that smartphones could also become more expensive.

Seven years later

Apple’s major Chinese rivals unveiled their latest foldable devices just days before the iPhone Duo.

Huawei on Monday introduced its three-panel Mate XT 2, starting at 19,999 yuan ($2,800), while Xiaomi launched its 18 Fold at a starting price of 10,999 yuan ($1,540). Samsung introduced the industry’s first mainstream foldable smartphone, the Galaxy Fold, in 2019.

Foldable smartphones still account for less than 2% of global smartphone shipments. However, Apple is expected to capture roughly one-third of the foldable market following its entry, according to research firm IDC.

“Apple’s foldable iPhone is very likely to shift the competitive dynamics both in China and global markets,” IDC research associate Kiranjeet Kaur told AFP.

The foldable iPhone arrives as soaring demand for advanced chips driven by the artificial intelligence boom puts further pressure on global supply chains, contributing to higher prices across industries.

IDC forecasts that global smartphone shipments will fall by more than 16% this year, while the average smartphone price is expected to rise by more than 27%.

Apple also unveiled updated entry-level AirPods and new Apple Watch models. The watches will feature improved heart-rate sensors that can work with an updated Health app scheduled to launch later this year.

Several other rumoured products were absent from Wednesday’s event, including an updated Apple TV box, a new HomePod mini and a smart home hub featuring a 7-inch display, which had previously been reported by Bloomberg.