CUPERTINO, September 9 — Apple has finally entered the foldable smartphone market, unveiling the iPhone Duo on Wednesday in what marks the company’s entry into a category currently led by Samsung. The device, priced at $1,999, opens to reveal a 7.6-inch display — the largest screen ever fitted to an iPhone. The announcement came alongside the iPhone 18 Pro and iPhone 18 Pro Max, which start at $1,199 and $1,299 respectively.
Both Pro models carry a $100 premium over last year’s comparable versions.
How the iPhone Duo Works
Apple’s entry positions it to compete directly against the South Korean tech giant, which launched its Galaxy Z Fold8 earlier this year at $1,899. The iPhone Duo’s 7.6-inch unfolded screen matches the growing consumer appetite for pocketable devices that transform into tablet-sized workspaces. Pre-orders for the foldable begin October 16, with availability from October 23.
The iPhone 18 Pro models move faster — pre-orders open this Saturday, with devices reaching customers on September 18.
What Researchers Found: The Revenue Stakes
Morgan Stanley projected the foldable iPhone could contribute approximately $14 billion to Apple’s December-quarter revenue — roughly 16% of total expected iPhone sales for that period. The brokerage described the launch as “Apple’s most consequential iPhone launch since iPhone X,” noting that the foldable and the largest iPhone price increases in years create a critical test of pricing power. Supply may constrain that ambition.
Tigress Financial Intelligence cautioned clients on Tuesday that production bottlenecks could push significant foldable shipments deeper into the fourth quarter, potentially curbing an initial earnings boost. Morgan Stanley expects Apple to build 7 million to 8 million foldable devices in the second half of this year, scaling to as many as 20 million across the first-generation product cycle.
Leadership and Market Context
The launch unfolds under new leadership. Ternus, Apple’s new CEO, is overseeing his first iPhone launch. Apple’s shares closed 0.3% lower on Wednesday, though the stock has gained 16% this year.
The company reported strong fiscal third-quarter results in July, driven by iPhone sales momentum, even as iPad and services revenue fell short of estimates. What to watch next: whether Apple’s manufacturing partners can resolve supply constraints before the holiday quarter, and whether consumers will absorb the steepest Pro model price increases in years alongside a near-$2,000 foldable entry point.
The iPhone Duo’s reception will signal whether Apple’s brand strength extends into a category where Samsung has built years of experience.
