Apple has entered the foldable phone race. At its 'Surprise and Shine' event in Cupertino today, the company unveiled the iPhone Duo — its first-ever foldable device and the first major product launch under new CEO John Ternus.
Seven years after Samsung's original Galaxy Fold kicked off the foldable category, Apple adopted a wide-form-factor book-style design that opens to a more tablet-like aspect ratio, which the company says was 'inspired by the versatility of iPad.' Unlike the narrow vertical foldables that dominated early designs, the Duo's wider profile is optimized for video consumption when unfolded, and closes to roughly the size and shape of a passport.
The timing reflects Apple's typical late-but-precise entry strategy. Foldables still account for less than 2% of overall smartphone shipments, but Counterpoint Research projects the iPhone Duo could capture up to 25% of the foldable market by the end of 2026 — a level of demand no single Android OEM has achieved.
Rivals have already responded. Huawei, Samsung, and Xiaomi all released wide-form-factor foldables in 2026, seemingly in anticipation of Apple's design direction. Google, Oppo, and Honor have also expanded their foldable lineups.
The event also featured announcements for the iPhone 18 Pro, Apple Watch Ultra 4, Apple Watch Series 12, and AirPods 5, making it Apple's most product-packed fall launch in years.
Pricing and exact release date for the iPhone Duo have not yet been confirmed.
