Apple unveils iPhone Duo — first foldable iPhone in nearly 20 years, priced from $1,999 (USD)

Apple revealed the iPhone Duo at a Cupertino event. The company’s first foldable iPhone starts at $1,999 in the US and can reach $3,200; UK starting price is £1,999.

Development took eight years; John Ternus—recently installed as Apple’s new chief—presented the device and said it is “entirely new and at the same time remarkably familiar.” Unfolded it resembles a small iPad, folded it is a wider iPhone.

Apple is entering the foldable market after competitors such as Samsung and Huawei. Francisco Jeronimo of IDC EMEA noted that Huawei holds nearly 80% of foldable sales in China.

Market share for foldables remains small today: Ben Wood of FDM CCS Insight said current foldables account for about 2% of smartphone sales, and FDM CCS Insight projects that share could reach 4% of the market over the next decade even with Apple’s entry.

Apple also announced the iPhone 18 Pro and 18 Pro Max with US starting prices of $1,199 and $1,299, and introduced Siri AI. From iPhone 18, Siri AI will access on‑device information such as messages and emails to answer queries and act on a user’s behalf; some Siri AI features will also come to the new Apple Watch. Ternus described the feature set as an “intelligent personal hub” and said many AI functions will run on device, with third‑party or cloud processing used when necessary.

Analysts offered cautious assessments: Dipanjan Chatterjee of Forrester warned the foldable could become a high‑priced badge item without driving meaningful growth, comparing potential outcomes to other premium Apple products.