On a Friday in late October, Apple put its first folding phone, the $1,999 iPhone Duo, into buyers' hands, staking a bet that it can do for foldables what the original iPhone did for the smartphone. The launch falls early in the tenure of new chief executive John Ternus, whose handling of it may show what kind of leader he will be. Demand has already outpaced supply, while reviewers admire the nearly invisible hinge yet question the compromises that come with it. Whether this moment becomes a lasting shift for a category long confined to the niche, or a striking debut that fades, is a question
Apple Bets Its First Foldable iPhone Duo Can Reshape a Niche Market as Sales Begin
A polished prototype — not a finished product I'd want to buy and carry
Mark
Apple has barely touched the iPhone's basic shape for almost twenty years. Why does this matter so much?
Mimi
Because it's the first real change to the product that makes Apple most of its money, and it arrives right as John Ternus, the former hardware chief, is new in the top job. He unveiled it about a week after taking over.
Luke
Worth noting that how it reflects on Ternus is framed as a possible early test, not an established verdict. Nobody has measured that yet.
Mark
Demand sounds strong, though. Delivery dates slipped to late January within minutes.
Mimi
Yes, and Apple called the response extraordinary. But it's a $1,999 phone with limited stock, so that pace says something about supply as much as desire.
Luke
Right. Apple hasn't given order numbers. Delivery slippage shows demand outran supply, but not by how much, and supply may be small.
Mark
The reviews are split, aren't they?
Mimi
They love the hinge and the design. The complaints are practical: no telephoto lens, apps not yet adapted, and the folded phone is clumsy for quick tasks. Brownlee says it's a no for most people, a fun yes for those who don't mind the price.
Luke
And Gruber's line about a polished prototype is one reviewer's judgment. Several prominent reviewers advised against it for many buyers, but the source doesn't say how widespread that is.
Mark
What about IDC's forecast of Apple leading by 2027?
Luke
That's a projection from one research firm, not a result. Its figures, 44% of value and 31% of units this year, are estimates, and IDC's own analyst says the real test is still ahead.
The Pulse
- Apple's first foldable is on sale at $1,999, and pre-order delivery dates have already slipped to late January as demand overwhelmed supply.
- Reviewers have split: they praise the hinge that nearly hides the crease, but warn about the missing telephoto lens, unfinished third-party apps, and a folded size that is awkward for everyday tasks.
- Stock is scarce in most markets, with walk-in buyers limited in the US, Europe, and parts of Asia, and fans in Macau lining up for hours.
- Apple is racing to convert this early excitement into real adoption, with IDC forecasting it will lead the foldables category by 2027.
- The launch is also a first real test of new CEO John Ternus, and whether the Duo's buzz turns into a lasting market shift remains open.
On a Friday in late October, Apple put its first folding phone, the $1,999 iPhone Duo, into buyers' hands, staking a bet that it can do for foldables what the original iPhone did for the smartphone. The launch falls early in the tenure of new chief executive John Ternus, whose handling of it may show what kind of leader he will be. Demand has already outpaced supply, while reviewers admire the nearly invisible hinge yet question the compromises that come with it. Whether this moment becomes a lasting shift for a category long confined to the niche, or a striking debut that fades, is a question the coming months will answer.
On Friday, Apple began selling the iPhone Duo, its first folding phone. After nearly two decades of modest changes to the iPhone, the company is wagering that this device can do for the small foldables market what the original iPhone did for smartphones. The launch is also an early test for new chief executive John Ternus, who took over in September and had previously run hardware. Samsung and Huawei have sold premium foldables for years, but the category has stayed niche.
Demand has already outrun supply. Within minutes of pre-orders opening, delivery estimates slid to late January, and Apple called the response "nothing short of extraordinary."
Reviews are mixed. Critics admire the premium design and a hinge so sturdy and barely visible that it addresses the crease that long kept buyers away. But the camera lacks a telephoto lens, some apps are not yet adapted to the new display, and the folded phone is less convenient for everyday tasks. John Gruber described an extraordinarily polished prototype rather than a product he would carry, while Marques Brownlee said most ordinary users should skip it, though enthusiasts with the budget may find it genuinely fun once past the learning curve.
In-person availability is limited. Stock is thin in the US, Canada, Europe and elsewhere, and in several markets only online orders are fulfilled. In Macau, fans queued for hours.
Analysts see possible category-changing impact. IDC expects Apple to hold 44% of foldable market value and 31% of units in 2026, and to lead in both by 2027. The real challenge, as IDC's Francisco Jeronimo put it, is turning this excitement into lasting adoption.
On Friday, Apple begins selling the iPhone Duo, its first folding phone, and the company is wagering that it can do for the small foldables market what the original iPhone did for smartphones. For close to two decades, changes to the iPhone, the company's central moneymaker, have been modest. This one is not.
The launch lands early in the tenure of Apple's new chief executive, John Ternus. Ternus, who previously ran hardware, took over in September and unveiled the Duo barely a week later. How the phone is received could serve as an early test of his leadership. It also matters well beyond Cupertino: Samsung Electronics and Huawei Technologies have sold premium foldables for years in a category that has stayed niche.
Demand has already outrun supply. Within minutes of pre-orders opening last Friday, Apple's estimated delivery dates slipped to late January. The company described the response as "nothing short of extraordinary."
The early reviews are mixed. At $1,999, the Duo has drawn praise for its premium design and for a sturdy, barely visible hinge. That is a significant achievement, since the prominent crease in the screen has long been the main drawback of foldables and a reason buyers hesitated. But reviewers also point to compromises: the camera system has no telephoto lens, and some third-party apps still need to be reworked for the new display size. In its smaller, folded state, they say, the Duo is less convenient for the many quick tasks people do all day on a standard iPhone. Several prominent reviewers recommended against it for many Apple customers.
John Gruber, the longtime Apple commentator behind the blog Daring Fireball, wrote that after a week he felt he had used an extraordinarily polished prototype rather than a finished product he would want to buy and carry. Marques Brownlee, known as MKBHD, said in a YouTube review that a regular person who mostly texts, uses social media and browses is probably better off skipping it. But for someone to whom $2,000 means little and who likes the idea, he said, the phone is really fun once they get past the learning curve and adjust to having no facial identification.
Getting one in person will be difficult. Apple told Reuters that walk-in availability will vary by country, with limited stock in the US, Australia, Canada, Mexico and much of Britain and Europe. In China, France, Hong Kong, India and Japan, units will go only to customers who ordered online. In Macau, where the Duo will be sold to walk-in customers only, fans began lining up hours ahead of time, according to social media posts and media reports.
Analysts see the launch as potentially category-changing. Francisco Jeronimo, a vice president at research firm IDC, said foldables have been established for years but adoption has stayed limited compared with conventional smartphones, and that Apple's entry could bring the format to a much broader audience. IDC expects Apple to take 44% of foldable market value in 2026 on 31% of foldable units, and to become the category leader in both value and units shipped by 2027. After a week with the phone, Jeronimo said Apple has made a convincing case for the form factor.
The next test, he said, is turning that excitement into availability, adoption and a lasting new chapter for the smartphone market.
Notable Quotes
Foldables have been an established category for years, but adoption has remained relatively limited compared with conventional smartphones. Apple's entry could bring the format to a much broader audience.— Francisco Jeronimo, vice president, IDC
If you're just a regular person who doesn't do much more than texting, social media and browsing, then it is probably a no.— Marques Brownlee (MKBHD), YouTube review
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