Can Apple Recreate the iPhone Effect With the $1,999 Foldable iPhone Duo Now on Sale and Global Market Leadership in Its Sights for 2027?

A potential boost to the smaller foldable phone market underpins Apple’s bet on the device, which it hopes can have an impact comparable to that of the original iPhone on smartphones. For Apple’s new CEO, John Ternus, the initial reception of the iPhone Duo could be an early test. After serving as the company’s hardware chief, Ternus assumed the CEO role in September, unveiling the iPhone Duo just over a week after taking charge.

In a segment where Samsung Electronics and Huawei have offered premium foldable phones for years, the device could substantially alter the competitive landscape. Initial preorder demand appears robust: within minutes of bookings opening last Friday, demand had exceeded supply, pushing Apple’s estimated iPhone Duo delivery dates back to late January.

The early reviews, however, present a mixed picture. The premium design and robust, nearly invisible hinge of the $1,999 phone drew praise from reviewers. The hinge represents a major advance for foldable phones, a category long affected by visible creases. At the same time, reviewers pointed to compromises in the iPhone Duo’s cameras, notably the lack of a telephoto lens. Some buyers could also be disappointed by third-party apps, which still require adaptation to the new screen dimensions.

According to reviewers, the compact dimensions of the folded iPhone Duo also make many quick, routine tasks less convenient than on a standard iPhone. These limitations have led several leading reviewers to recommend that many Apple customers avoid purchasing the Duo.

For Apple fans waiting outside stores, constrained supplies could prove disappointing. In comments to Reuters, Apple said availability for walk-in customers differs across countries. Stock is limited in the United States, Australia, Canada, Mexico, the United Kingdom, and much of Europe. Only customers with online reservations can purchase the device in China, France, Hong Kong, India, and Japan. Macau follows a different approach, with the iPhone Duo sold solely to walk-in customers; social media posts and media reports show fans joining queues hours beforehand.

Although foldable phones have developed into an established category over the years, their adoption remains relatively low against conventional smartphones, according to market research firm IDC. Apple’s arrival could extend the reach of this form factor to a wider audience.

Market Outlook: Can Apple Lead Foldable Phones?

For 2026, IDC forecasts that Apple will account for 44% of foldable phone sales revenue and 31% of shipments. The company is projected to take the lead in both revenue and shipments by 2027.

The argument Apple has put forward for the foldable form factor is persuasive. Its next challenge is to turn that enthusiasm into product availability and adoption, while creating a durable new chapter for the smartphone market.