Apple’s annual iPhone launch has become one of the technology industry’s most closely watched events because it often resets pricing, design and competition across the smartphone market. On September 9, Apple used that stage in Cupertino, California, to unveil the iPhone Duo, a $1,999 foldable device and the company’s first entry into a category Samsung and other rivals have been selling for years. The announcement also marked a sharper competitive tone from new Apple CEO John Ternus, who used the event to criticize existing foldables as “awkward” for everyday use.
Apple enters the foldable phone category with a $1,999 launch
Apple announced the iPhone Duo on September 9, introducing what Reuters described as the biggest design shift in years for the company’s flagship product. The device starts at $1,999, according to Apple’s launch event and reporting from Reuters and the Associated Press, making it the most expensive iPhone in Apple’s lineup at launch. AP reported that the phone opens like a book to reveal a 7.6-inch display, while Axios said the inner screen is about 80% larger than Apple’s next-largest iPhone display.
Ternus used the unveiling to draw a contrast with competing foldables already on the market. Reuters reported that he described current rival devices as awkward and poorly suited for tasks such as scrolling and watching video, while presenting the Duo as a more tablet-like experience that still fits in a pocket. Reuters also reported that Apple emphasized a custom hinge, dual displays with a consistent aspect ratio and a titanium body as key parts of the design.
The launch places Apple into a segment Samsung, Huawei, Motorola and Google entered years earlier. Samsung’s Galaxy Fold line began in 2019, and Reuters reported that Samsung’s latest Galaxy Z Fold8 starts at $1,899, or about $100 less than Apple’s new device at comparable base storage levels. That pricing gap underscores how Apple is entering the market at the high end rather than using a lower-cost device to build share.
For U.S. buyers, the clearest confirmed impact is price and positioning. Apple confirmed the Duo will sit above the rest of the iPhone family, and Reuters reported the device is aimed at a niche but lucrative part of the market where foldables have drawn strong interest from enthusiasts without becoming mainstream sellers. The company has not, at least in the initial launch reporting, released a full public breakdown of carrier promotions, state-by-state retail inventory or store-by-store availability.
That means U.S. customers know the starting price and basic design but not yet the complete picture on local rollout. National carriers and Apple retail stores are expected to be central to sales, but the company had not publicly detailed every affected location in initial coverage from Reuters, AP and Axios. For consumers comparing options, Reuters reported that Apple’s new foldable is priced above Samsung’s newest book-style foldable and well above standard flagship phones.
The immediate response from competitors also showed how closely watched the U.S. premium smartphone market remains. Reuters reported that Samsung Mobile US posted a message of “solidarity” after Apple’s presentation and added, “They copied us, too.” That exchange signaled that Apple’s move is not only a product launch but also a direct challenge in one of the industry’s most visible premium categories.
Apple’s decision reflects both competitive pressure and the search for growth in a mature smartphone market. Reuters reported that foldables have remained a niche despite years of launches from Android manufacturers, but the category still offers higher prices and margins than conventional phones. Entering now allows Apple to compete in a premium segment where rivals have already tested consumer demand and hardware formats.
Analysts cited in Reuters said Apple’s brand strength could quickly reshape the foldable market even if overall sales remain limited compared with traditional iPhones. International Data Corporation told Reuters it expects Apple to sell every foldable iPhone it can produce and to capture about 40% of the foldable segment by the end of next year. The New York Times also reported that analysts viewed the $1,999 price as a bold move, even if it could reduce margins compared with Apple’s typical hardware economics.
For customers, the practical takeaway is that Apple is offering a new premium option rather than replacing the standard iPhone. Buyers should expect a foldable positioned as an upscale, productivity-focused device with a much higher entry price than the rest of the lineup, while broader details on promotions and local stock may follow through carriers and retail channels. The launch also suggests foldable phones are moving from an Android-led specialty product toward a more established part of the U.S. smartphone market as Apple begins its first sales cycle.