Apple's New Foldable iPhone: A Bold Move
BBC News Headline
Apple foldable iPhone: New boss starts with gamble on £1,999 device - BBC News
Introduction
The new boss of Apple, John Ternus, has made a bold move with the launch of the company's most expensive iPhone yet—a foldable handheld starting at £1,999.
The iPhone Duo: A Game-Changer?
Ternus unveiled the iPhone Duo, Apple's first major design shift in nearly two decades. He claimed it redefines the experience of using a foldable phone, contrasting it with competitors like Samsung and Huawei who have entered the market earlier.
"Others have created foldables that just feel like two phones awkwardly stuck together." - John Ternus
Development of this device took eight years, with Ternus directly involved as a top executive in Apple's hardware division.
Design and Features
When unfolded, the iPhone Duo resembles a small iPad, while folded it offers a wider display. Ternus described it as: "entirely new and at the same time remarkably familiar."
Market Competition
The device faces established competitors, with Francisco Jeronimo noting Huawei's dominance in the Chinese foldables market at 80%. Ben Wood suggests Ternus' promotion was timed to coincide with a significant iPhone launch.
Analyst Insights
- "Nothing happens by accident at Apple." - Ben Wood
- "The foldable risks becoming a premium-priced ornament... but not meaningful growth." - Dipanjan Chatterjee
New iPhone Models
Apple also introduced the iPhone 18 Pro and 18 Pro Max, with starting prices of $1,199 and $1,299 respectively in the US, a significant leap from previous models.
Potential Outcomes
The foldable iPhone's success depends on overcoming software learning curves and competition, with analysts speculating it might find its place as a premium accessory like the Apple Watch or a less popular yet loyal following like Apple's Vision Pro headset.