Apple has launched its most expensive iPhone ever: a foldable handheld device starting at £1,999 ($1,999), marking the first major design overhaul of the iPhone in nearly two decades.
Dubbed the iPhone Duo, the device is the first major product gamble by new chief executive John Ternus, who recently took over from Tim Cook. The launch represents a bold pivot for a company that has historically waited to perfect a technology before entering the market, now trailing behind established rivals like Samsung and China’s Huawei.
“Others have created foldables that just feel like two phones awkwardly stuck together,” Ternus told the audience at Apple’s California headquarters. He claimed the new model, which took eight years to develop, “redefines the experience of using a foldable phone.” When unfolded, the device resembles a small iPad, and when folded, it is roughly the size of a passport.
However, the road ahead is steep. The global foldable market is currently dominated by Huawei, which controls nearly 80% of the sector in China. Analysts warn that Apple’s late arrival faces significant hurdles. Foldable smartphones currently make up just 2% of global sales, a figure experts predict will only reach 4% over the next decade.
Dipanjan Chatterjee, an analyst at Forrester, cautioned that the foldable risks becoming a “premium-priced ornament in the portfolio, imparting badge value but not meaningful growth,” drawing comparisons to Apple’s struggling $3,699 Vision Pro headset.
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Alongside the hardware reveal, Apple announced the iPhone 18 Pro and Pro Max, starting at $1,199 and $1,299 respectively. More notably, the company detailed a major overhaul of its virtual assistant, now rebranded as “Siri AI.”
Starting with the iPhone 18, Siri AI will scan a user’s messages and emails to answer queries and take actions on their behalf. Ternus described the updated software as an “intelligent personal hub,” while strongly emphasizing Apple’s commitment to privacy. He insisted that these AI features will primarily run “on device,” ensuring that “not even Apple can access what’s yours.”
For Ternus, the iPhone Duo is a defining test of his leadership. Apple has successfully conditioned the world to love the traditional smartphone. Now, it must convince them to fold.
Promise Idoko is Junior Reporter working with moderncrux He covers global politics and international affairs. Based in Nigeria,
