Apple unveils first foldable iPhone in major design shift

Nearly two decades after the launch of the original iPhone, Apple has unveiled its first foldable model, the iPhone Duo, marking one of the biggest design changes in the product’s history.

The device was introduced at Apple’s annual product launch event on Wednesday (September 9) under new chief executive John Ternus.

Designed to fold like a book, the phone opens into a tablet-like display and folds into a wider smartphone form. Ternus said the design drew inspiration from the iPad, with Apple focusing on making the folding experience smooth and intuitive.

The iPhone Duo starts at $1,999 in the United States, while the top configuration costs more than $3,200, putting it among the company’s most expensive consumer devices.

The launch comes as Apple seeks to make a major product statement under its new leadership. CCS Insight chief analyst Ben Wood said the company appeared keen to introduce a long-awaited flagship product early in Ternus’ tenure.

However, the price could limit its appeal. Forrester analyst Dipanjan Chatterjee said the Duo could face a similar fate to Apple’s Vision Pro — a technologically ambitious but expensive product with limited mass-market adoption. Foldable smartphones from Samsung, Huawei and other manufacturers currently account for only about 2% of the global smartphone market.

Alongside the foldable iPhone, Apple unveiled the iPhone 18 Pro and iPhone 18 Pro Max and highlighted new artificial intelligence features. An upgraded Siri will be able to analyse information across messages, emails and other apps to perform tasks on users’ behalf.

Apple said privacy remains a priority, with many AI functions processed directly on the device to reduce the need to send personal data to third parties.