$1,999 Foldable iPhone Duo: Sales Begin as Apple Pursues a Repeat of the iPhone Effect and Global Market Leadership in 2027!

Just over a week into his tenure as CEO, John Ternus unveiled the iPhone Duo. The former Apple hardware chief took the top job in September, and the handset’s initial reception could be an early test of his leadership. Apple is counting on the device to stimulate the smaller foldable phone market, much as the original iPhone transformed smartphones.

Years of premium foldable phone sales by Samsung Electronics and Huawei could face a significant competitive shift with this launch. Preorders suggest strong initial demand. Demand exceeded supply within minutes of orders opening last Friday, pushing Apple’s estimated iPhone Duo delivery dates out to late January.

At $1,999, the handset has drawn praise but also reservations in initial reviews. Its premium design and robust, near-invisible hinge won approval. For a foldable category long hampered by visible creases, reviewers regarded the hinge as a major advance. Camera trade-offs drew criticism, however, notably the missing telephoto lens. Some buyers could also be disappointed that third-party apps have yet to be adapted to the new screen dimensions.

Many routine tasks that users complete quickly on a standard iPhone are less convenient on the Duo because of its small folded size, reviewers noted. These drawbacks have prompted several prominent reviewers to counsel many Apple customers against purchasing the Duo.

For fans queuing outside Apple stores, stock constraints could mean disappointment. Country-specific arrangements govern purchases without reservations, Apple told Reuters. The United States, Australia, Canada, Mexico, the United Kingdom, and much of Europe have limited stock. Online reservations are required for purchases in China, France, Hong Kong, India, and Japan. Macau restricts iPhone Duo sales to walk-in customers, and social media posts and media reports show fans queuing hours before sales begin.

Wider adoption of foldable phones could follow Apple’s entry. According to market research firm IDC, the category has established itself over the years, but uptake remains relatively low compared with conventional smartphones.

Apple’s Foldable Market Outlook:

44% of foldable phone sales revenue is expected to go to Apple in 2026, IDC forecasts, alongside a 31% shipment share. By 2027, the projection places Apple first in the category for both revenue and shipments.

A convincing case for the foldable form factor is now in place from Apple. Converting that excitement into available products and adoption is the next hurdle, along with opening a durable new chapter for the smartphone market.