Apple introduced its latest innovation, the Duo foldable phone, marking a significant shift in the company’s flagship product lineup. The Duo boasts a design resembling a passport with rounded edges and unfolds into a wide horizontal screen that can also be used vertically. When closed, the phone features a smaller single screen. Apple highlighted that the Duo is its thinnest phone when unfolded. Priced at $2,999 globally, the U.S. price starts at $1,999, equivalent to around $2,760 in Canadian dollars based on current exchange rates. Pre-orders for the Duo will commence on October 17, with availability slated for October 23.
According to John Ternus, Apple’s new CEO, the iPhone Duo represents a groundbreaking evolution in iPhone design, offering a seamless integration of hardware and software for an unparalleled foldable phone experience. Ternus emphasized that the Duo was meticulously crafted to provide a user-friendly and versatile device, unlike existing foldables that he criticized as cumbersome for everyday tasks like scrolling and video viewing. The Duo delivers an iPad-like experience in a compact form factor through a custom hinge, dual displays with a consistent aspect ratio, and a durable titanium body.
The launch event, led by Ternus, marks a significant transformation in Apple’s flagship product line since the removal of the physical home button from the iPhone X in 2017. The iPhone remains a cornerstone of Apple’s revenue, contributing over half of the company’s sales in the latest fiscal year. Ternus, who previously served as Apple’s hardware chief, assumed the CEO position from Tim Cook, with Cook endorsing Ternus as his successor.
Ternus highlighted the iPhone’s role as a personal AI hub focused on privacy, contrasting Apple’s approach of on-device AI processing with competitors’ data collection practices. Apple also unveiled the iPhone 18 Pro and Pro Max models, emphasizing their advanced features and pricing starting at $1,749 and $1,899, respectively. Additionally, Apple introduced new image authentication standards for the iPhone 18 Pro cameras to address concerns over AI-generated images. The company also showcased the A20 Pro chip for enhanced AI capabilities on iPhones.
In addition to the iPhone lineup, Apple revealed updates to its AirPods, including noise cancellation features starting at $179 and advanced models with wireless charging and on-stem volume control. The company also introduced the Apple Watch Series 12 and Apple Watch Ultra 4 models, focusing on health-centric enhancements. Ternus faces the challenge of convincing consumers of the value of a $3,000 foldable device, setting a new benchmark for luxury in the tech industry.