Apple has officially entered the foldable smartphone market with the unveiling of the iPhone Duo, the company’s first foldable iPhone, alongside the new iPhone 18 Pro and iPhone 18 Pro Max.
The products were unveiled at Apple’s September 2026 launch event, marking the first major iPhone presentation under new Apple CEO John Ternus, who took over from Tim Cook earlier this month.
The launch represents a major shift in Apple’s iPhone strategy as the company seeks to strengthen its position in the premium smartphone market while responding to growing competition in foldable devices.
The biggest announcement of the event was the iPhone Duo, Apple’s first foldable smartphone.
The device features a compact 5.4-inch outer display when folded and opens into a much larger 7.6-inch internal display, giving users a tablet-like screen in a smartphone-sized device.
Apple has designed the Duo with multitasking and entertainment in mind. The larger screen allows users to run multiple applications in split-screen mode, while the device also supports the Apple Pencil Pro.
The foldable iPhone is powered by Apple’s new A20 Pro chip and comes with up to 2TB of storage. It also features a titanium frame, two 48-megapixel rear cameras and a Touch ID sensor integrated into the side button.
iPhone Duo price and availability
The iPhone Duo starts at $1,999, making it Apple’s most expensive iPhone at launch.
Higher-storage configurations push the price significantly higher, with the 2TB version reaching $3,199.
Apple is expected to begin accepting pre-orders for the foldable iPhone on October 16, with the device scheduled to become available on October 23.
The pricing places the iPhone Duo firmly in the ultra-premium smartphone category and puts it directly against established foldable phones from manufacturers such as Samsung.
iPhone 18 Pro and iPhone 18 Pro Max unveiled
Alongside the foldable iPhone, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max.
Both models are powered by the A20 Pro chip, which Apple says delivers improved performance while supporting the company’s growing focus on artificial intelligence and on-device processing.
The new Pro models also receive significant camera upgrades, including an adjustable aperture system designed to give users greater control over photography.
Apple has also improved battery performance, charging speeds and other aspects of the devices while introducing additional AI-powered features.
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299.
John Ternus leads Apple’s first major product launch
The September event also marked an important moment in Apple’s leadership history.
It was the first major Apple product launch presented by John Ternus as CEO, following his succession of Tim Cook.
Ternus used the event to introduce Apple’s latest generation of devices while maintaining the company’s focus on premium hardware, tightly integrated software and artificial intelligence.
The introduction of the iPhone Duo is particularly significant because Apple has remained outside the foldable smartphone market while competitors have released several generations of foldable devices.
Apple’s entry into the foldable market could significantly reshape competition in the premium smartphone segment.
Foldable smartphones currently account for a relatively small share of the global smartphone market, but manufacturers have continued investing in the technology as consumers seek larger displays without carrying traditional tablets.
With its established ecosystem of iPhones, iPads, Macs and other devices, Apple is betting that its loyal customer base will help drive demand for the iPhone Duo despite its high price.
The launch also signals that Apple sees foldable technology as an important part of the future of the iPhone.
Apple expands its device lineup
The iPhone Duo and iPhone 18 Pro models were not the only products announced during Apple’s event.
The company also unveiled the Apple Watch Series 12, Apple Watch Ultra 4 and updated AirPods, with improvements across health tracking, audio and artificial intelligence-related features.
Together, the announcements highlight Apple’s broader strategy of connecting its hardware products through its software ecosystem while placing greater emphasis on AI and privacy.
For Apple, however, the iPhone Duo remains the headline product. Its arrival marks the company’s first major step into foldable smartphones and one of the most significant changes to the iPhone design in years.
