Apple on Wednesday unveiled its latest iPhone lineup, including the much-anticipated foldable iPhone Duo, as new CEO John Ternus made his debut at the company’s annual product launch.
Ternus, who succeeded Tim Cook as Apple CEO on Sept. 1, presented the new devices at Apple’s headquarters in Cupertino, California.
After highlighting updates to the iPhone, Apple Watch and AirPods, Ternus told the audience at the Steve Jobs Theater that “actually there is one more thing,” echoing the trademark phrase associated with Apple co-founder Steve Jobs.
The foldable Duo features the largest display ever offered on an iPhone while remaining pocket-sized, Ternus said.
When unfolded, the device has a 7.6-inch display, which is 80 percent larger than that of the new iPhone 18 Pro. It also supports the Apple Pencil, a feature previously available only on iPads.
Ternus said the Duo would “redefine the experience of using a foldable phone.”
The device allows users to split the screen between two different apps or open two windows of the same website, such as when comparing products while shopping online.
Starting at $1,999, the Duo is the most expensive iPhone Apple has introduced.
Ben Wood, chief analyst at CCS Insight, said the foldable device was always expected to overshadow the other announcements at the event.
The Duo brings a distinctive design to the iPhone lineup and marks Apple’s entry into the niche foldable smartphone market, he said.
Although demand for the Duo is expected, Wood noted that foldable phones still account for less than 5 percent of the global smartphone market.
New iPhone 18 models
The iPhone 18 Pro and iPhone 18 Pro Max come with improvements to battery life, cameras and overall performance, Ternus said.
The two models will start at $1,199 and $1,299, respectively. Preorders will begin Sept. 12, with the phones becoming available Sept. 18. The Duo will go on sale Oct. 23.
The new models offer up to 45 hours of video playback on the Pro Max and support faster charging.
Apple has also introduced new camera features, including what it calls “cinematic effects” for regular video, enhanced manual controls and “smart focus tracking,” which allows users to keep a moving subject in focus, such as a child playing soccer.
The company is also highlighting new artificial intelligence capabilities for Siri, with an emphasis on privacy and security as Apple seeks to narrow the gap with rivals in AI.
Samsung, Motorola and Google are among the major competitors that have already introduced foldable smartphones. Analysts said Apple’s entry reflects its traditional approach of waiting for emerging technologies to mature before entering a new category.
“The foldable launch is straight out of Apple’s playbook,” said Forrester analyst Dipanjan Chatterjee, adding that Apple typically waits for products to overcome their initial shortcomings before entering and shaping a market.
The key question, he said, is whether Apple can expand demand for what remains a niche product category.
The iPhone 18 lineup is about $100 more expensive than earlier generations, partly because of a global shortage of memory chips. The iPhone 17 ranged from $799 to $1,999, depending on the model.
Earlier this year, Apple announced advances in artificial intelligence, including upgrades to Siri, while emphasizing privacy and practical everyday applications as it works to catch up with competitors.
Ternus takes center stage
The launch event also provided Ternus with an opportunity to outline his vision for Apple’s future, Chatterjee said.
Ternus inherits one of the most successful consumer technology companies in modern history, presenting both an advantage and a challenge, he said.
Chatterjee said Ternus would need to build on Cook’s execution, scale and ability to monetize Apple’s products while preparing the company for a future in which smartphones may no longer be consumers’ primary gateway to the world.
Wood, meanwhile, said the attention surrounding the Duo made Ternus’ formal arrival as CEO less prominent than expected.
The event represented a smooth transition from Cook, and its timing alongside the launch of the iPhone Duo was likely deliberate, Wood said.
Despite the intense interest in the foldable phone, he said Apple’s broader ecosystem of hardware, software and services would remain the main driver of the company’s future growth.