$1,999 Foldable iPhone Duo Goes on Sale as Apple Seeks to Replicate the iPhone Effect, Eyes Global Market Leadership in 2027!

Apple is betting that the device can give the smaller foldable phone market a boost similar to the impact the original iPhone had on smartphones. The initial response to the iPhone Duo could provide an early test for Apple’s new CEO, John Ternus. Previously the company’s hardware chief, Ternus took over as CEO in September and unveiled the iPhone Duo just over a week into his tenure.

The product could also significantly reshape a market segment where Samsung Electronics and Huawei have been selling premium foldable phones for years. Early preorder demand appears strong. Within minutes of preorders opening last Friday, Apple’s estimated delivery dates for the iPhone Duo had slipped to late January as demand outstripped supply.

However, early reviews have been mixed. Reviewers praised the $1,999 phone’s premium design and sturdy, almost invisible hinge—a major breakthrough for foldable phones, which have long struggled with visible creases. They also highlighted compromises in the iPhone Duo’s cameras, including the absence of a telephoto lens. Third-party apps still need to be adapted to the new screen dimensions, which could disappoint some buyers.

Reviewers also noted that the iPhone Duo’s small size when folded makes it inconvenient for many of the quick everyday tasks users perform on a standard iPhone. As a result, several prominent reviewers have advised many Apple customers against buying the Duo.

On the supply side, limited stock could disappoint Apple fans queuing outside stores. Apple told Reuters that walk-in availability varies by country, with limited stock in the United States, Australia, Canada, Mexico, the United Kingdom, and much of Europe. In China, France, Hong Kong, India, and Japan, purchases are available only to customers who have reserved online. In Macau, the iPhone Duo is available exclusively to walk-in customers, with social media posts and media reports showing fans lining up hours in advance.

Market research firm IDC said foldable phones have become an established category over the years, although adoption remains relatively limited compared with conventional smartphones. Apple’s entry could bring the form factor to a broader audience.

Market Commentary:

IDC expects Apple to capture 44% of foldable phone sales revenue in 2026, with a 31% share of shipments. By 2027, Apple is projected to lead the category in both revenue and shipments.

Apple has made a compelling case for the foldable form factor. The next test is to translate that excitement into product availability and adoption—and open a lasting new chapter for the smartphone market.