Trending 
Apple has unveiled its first foldable smartphone, the iPhone Duo, marking the beginning of a new chapter under Chief Executive Officer John Ternus, who officially took over from Tim Cook on September 1.
The launch represents a major test for Apple, which has struggled to introduce a new category-defining product since the success of the AirPods a decade ago. The company is hoping the foldable iPhone will revive consumer excitement and strengthen its position in a market already shaped by rivals such as Samsung, Huawei and Xiaomi.
Ternus, 51, brings decades of experience at Apple, having joined the company’s product design team in 2001. He later rose to lead engineering teams responsible for Apple’s product portfolio, including the iPhone range, which remains the company’s biggest source of revenue.
The iPhone Duo combines the convenience of a smartphone with the larger display of a tablet. When folded, the device has a passport-like shape, while opening it reveals a wider internal screen. The phone also features multiple camera lenses and a full external display for everyday use.
Apple said it has reduced the visible crease in the centre of the screen, addressing one of the biggest criticisms of foldable smartphones. The device will start at $1,999, making it slightly more expensive than Samsung’s Galaxy Z Fold8.
Alongside the foldable model, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max, priced at $1,199 and $1,299 respectively. The new models come with improved camera technology, including the ability for users to adjust lens aperture.
The company did not announce a standard iPhone 18 model, suggesting the entry-level version could arrive later.
Apple also expanded its payment options through Apple Upgrade, a leasing programme offered with buy-now-pay-later company Klarna, allowing customers in the United States to pay monthly for new iPhones, iPads, Macs and Apple Watches. The latest iPhone leases begin at about $50 per month.
The foldable launch comes as the smartphone industry faces rising costs linked to demand for advanced chips driven by the artificial intelligence boom. Research firm IDC expects global smartphone shipments to decline this year while average device prices increase.
Apple’s entry comes seven years after Samsung launched the first mainstream foldable smartphone, the Galaxy Fold, in 2019. Although foldables still account for less than two per cent of global smartphone shipments, analysts expect Apple’s arrival to significantly reshape the market.
“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.
Chinese manufacturers moved quickly before Apple’s announcement, with Huawei unveiling its three-panel Mate XT 2 and Xiaomi introducing its 18 Fold.
Beyond smartphones, Apple also announced updated entry-level AirPods and new smartwatches with improved heart-rate sensors linked to an updated Health app expected later this year. However, rumoured products including an updated Apple TV box, HomePod mini and a smart home hub were not mentioned during the event.
