Apple’s new CEO John Ternus stepped into the top role after Tim Cook’s retirement and used the company’s flagship launch to reveal the first major redesign of the iPhone in 20 years.
Design and Features
The new iPhone Duo is a foldable model that opens like a book: when unfolded it resembles a small iPad, while folded it recovers the familiar iPhone silhouette. Pricing starts at $1,999 in the United States, climbing to $3,200 for higher configurations—making it the most expensive iPhone ever.
Ternus highlighted that the Duo’s “fluid and completely intuitive” folding mechanism was inspired by Apple’s larger iPad platform and that the design purposefully avoids the “two‑phone” feel that characterises other foldable devices.
Market Impact
Foldable smartphones currently represent only a tiny slice of the market, roughly 2 % of global sales. Analysts at FDM CCM Insight expect Apple’s entry to lift the share to about 4 % over the next decade, though the device may still remain a premium niche offering.
Despite the high price, the Duo could remodel Apple’s competitive stance against rivals such as Samsung and Huawei, who have already launched their own foldable lines.
AI, Privacy and Software
Simultaneously, Apple announced the next generation of its digital assistant, rebranded as Siri AI, which will operate across messages, e‑mails and other personal data while emphasising on‑device processing to safeguard user privacy.
Ternus stressed that even when cloud services are involved, Apple will not have access to the data, reinforcing a privacy‑first stance. The AI is expected to be available on the new iPhone and the Apple Watch, potentially boosting productivity tools.
Future Outlook
While critics worry that foldable phones risk being “badge‑value” products, Apple hopes that the Duo’s breakthrough design and bundled AI features will generate meaningful growth. Only time will tell whether the device will revive Apple’s lead in the forever‑thriving iPhone market.
