Apple has officially entered the foldable smartphone market with the unveiling of the iPhone Duo, its first foldable iPhone, alongside the new iPhone 18 Pro and iPhone 18 Pro Max.
The highly anticipated products were unveiled on Wednesday at Apple’s latest product event, marking a major shift in the company’s smartphone design strategy and the first major Apple keynote led by its new Chief Executive Officer, John Ternus, following Tim Cook’s departure from the role earlier this month.
The Apple foldable iPhone Duo features a 7.6-inch continuous display when fully unfolded and has been described as the thinnest iPhone the company has ever produced.
When unfolded, the iPhone Duo provides users with a large 7.6-inch display designed to offer a more expansive smartphone experience.
When folded, the device is approximately the size of a passport, with Apple redesigning elements of the interface to make the phone easier to operate in its compact form.
The home-screen dock and status indicators have been moved towards the right side of the display, allowing users to access key controls more conveniently.
Introducing the device, Ternus took aim at existing foldable smartphones, arguing that many of them feel like two separate phones joined together.
The new design represents Apple’s attempt to create a more seamless foldable experience while retaining the company’s emphasis on thinness and premium hardware.
The iPhone Duo is expected to carry a price tag exceeding $2,000, positioning it firmly in the premium segment of the smartphone market.
The launch comes as Apple seeks to compete in the increasingly competitive foldable-phone market, where manufacturers have already released several generations of foldable devices.
Apple also unveiled the iPhone 18 Pro and iPhone 18 Pro Max, with starting prices of $1,199 and $1,299 respectively.
The new prices represent increases from last year’s iPhone 17 Pro and iPhone 17 Pro Max, which started at $1,099 and $1,199.
The iPhone 18 Pro comes with a variable-aperture camera system, giving users greater control over the amount of light entering the lens.
Apple also introduced a new thermal management system designed to help regulate the temperature of the device during demanding tasks.
The upgrades are aimed at improving photography, performance and overall device reliability as smartphones increasingly handle more intensive applications and artificial intelligence features.
The iPhone launch was accompanied by updates to several other products across Apple’s ecosystem.
The company introduced the AirPods 5, featuring improved sound quality and enhanced noise cancellation.
The new AirPods also incorporate Siri-powered artificial intelligence tools, including live translation capabilities.
Apple unveiled the Apple Watch Series 12 and Apple Watch Ultra 4, with both receiving new health and artificial intelligence-related features.
Among the new capabilities is a “Readiness” score designed to combine information from a user’s recent activity, vital signs and sleep to provide an assessment of their preparedness for the day.
The watches also feature an Audio Intelligence function capable of recognising sounds such as sirens and alarms.
Apple said the audio functions would not store recordings and that audio data would be protected using end-to-end encryption.
Apple also announced an Upgrade programme that will allow customers to pay for eligible devices monthly over 12 or 24 months.
Customers will have the option of upgrading to a new iPhone at the end of their lease period, providing an alternative way to purchase Apple’s latest smartphones without paying the full cost upfront.
The unveiling of the iPhone Duo, alongside the iPhone 18 Pro lineup, marks one of Apple’s most significant product launches in recent years and signals the company’s entry into a smartphone category that has been dominated by competitors.
With its foldable design, large internal display and premium pricing, the iPhone Duo is expected to attract significant attention as Apple attempts to redefine what its flagship smartphone can look like.
