Apple CEO John Ternus revealed the iPhone Duo, the company’s first foldable device, on September 9 at Apple Park, but the $1,999 iPhone Duo features a 7.6-inch display—larger than any previous iPhone,and supports the Apple Pencil, a feature previously exclusive to iPads. The top-tier storage model costs up to $3,199. Ternus framed the launch as a major design evolution for Apple, a company that has not significantly changed the iPhone form factor in nearly two decades.

A New Era for Apple Design

Ternus emphasized the iPhone Duo as a “transformation” for Apple smartphones, echoing the legendary “One more thing” phrase once used by co-founder Steve Jobs — the phrase, according to the Frankfurter Allgemeine Zeitung (FAZ), highlighted the product’s significance and signaled Apple’s renewed focus on innovation. The company is entering a new price bracket for foldables, a market segment currently dominated by competitors like Samsung and Huawei.

The iPhone Duo’s debut came shortly after Ternus succeeded Tim Cook as CEO. Investors reacted positively, with Apple shares climbing 5.6% in the week following the announcement. Analysts, including Gene Munster of Deepwater Asset Management, estimated the Duo could represent 10% of Apple’s total iPhone revenue next year.

Public Reaction and Technical Criticism

Public perception of the iPhone Duo was mixed after Ternus showcased it on the red carpet at the 78th Primetime Emmy Awards. In a video posted by Deadline, Ternus pulled out the device and opened it up in front of reporters. While the press appeared delighted, online reactions were more critical. Some users noted the screen’s matte finish and limited brightness, with one comment reading, “The quality of inner screen so suck,” and another suggesting it was “borderline unusable in natural daylight.”

Some users speculated the phone was not Ternus’ daily driver, noting the lack of visible apps or screen interaction. However, the clip did show Ternus swiping up with his thumb, indicating the device is functional. The red carpet setting, according to appleinsider.com, is not ideal for judging display quality.

Secrecy and Strategic Rollout

Apple took extensive measures to keep the iPhone Duo project confidential before its official launch. Global marketing vice president Greg Joswiak told Tom’s Guide and TeckRadar that Apple added “extra security” to prevent leaks. Despite these efforts, some details,like the screen aspect ratio,were leaked over the years. Joswiak refused to disclose the project’s code name, though he confirmed it was unrelated to the final product.

Ternus described the development process as iterative, with the team moving forward only when confident in the design. He cited the moment a team first sees a working prototype and feels it “fits” as a key milestone. The iPhone Duo, according to Ternus, represents Apple’s ability to combine engineering with usability.

The iPhone Duo will be available starting October 23. Meanwhile, Apple also announced the iPhone 18 Pro and Pro Max, which are already shipping. Separately, Elon Musk’s X Corp and SpaceXAI moved to dismiss their antitrust lawsuit against Apple, removing a lingering legal cloud for the company.