Apple has unveiled the largest and most expensive iPhone ever with the introduction of the iPhone Duo, marking a major redesign nearly 20 years after the original iPhone’s release. The device was presented at Apple’s annual product unveiling on Wednesday, during which the new CEO, John Ternus, highlighted the phone’s innovative features.
The Foldable iPhone Duo
In his first significant move as Apple’s new chief, Ternus displayed the foldable iPhone, called the Duo, which opens like a book. Prices for this model begin at $1,999 (£1,475) in the US and at £1,999 in the UK, escalating to a top price of $3,200. Ternus likened the Duo to an iPad in terms of inspiration but emphasised its foldable characteristics as “fluid and completely intuitive,” differing from current foldable phones that resemble “two phones stuck together.”
Inspiration and Market Impact
Ternus, who had an instrumental role in the foldable iPhone’s development, drew upon his extensive experience from Apple’s hardware division before succeeding Tim Cook this year. According to Ben Wood, chief analyst at FDM CCS Insight, the timing of Ternus’s appointment was likely strategic, coinciding with this significant product launch.
The redesigned iPhone is an attempt to revive Apple’s innovative edge, amidst criticism of the brand’s lack of significant breakthroughs since the original iPhone launch in 2007. However, Dipanjan Chatterjee of Forrester warns the Duo may remain a pricier novelty, similar to the Vision Pro headset, rather than match the mass appeal of products like the Apple Watch.
Market Challenges
Transitioning to foldable technology presents challenges, as users are accustomed to traditional phone designs, noted Carolina Milanesi from Creative Strategies. Despite intrigue around foldables, user adaptation could be slow. Foldable devices, including those from companies like Samsung and Huawei, currently occupy 2% of smartphone market sales. With Apple’s contribution, this share might increase to 4% over a decade, as reported by FDM CCM Insight.
Apple’s Broader Product Line
In addition to the Duo, Apple showcased iPhone 18 Pro and 18 Pro Max models, priced from $1,199 (£855) and $1,299 (£959), respectively. The iPhone continues to dominate Apple’s sales, despite being potentially challenged in maintaining its appeal with new phone designs.
Siri’s Reinvention
Another highlight from the event was the discussion of Siri’s reinvention into Siri AI, which enhances the assistant’s capabilities with AI-powered functionalities, starting with the iPhone 18. New features allow cross-device interaction with personal data such as messages and emails. Ternus reassured users of ongoing privacy, emphasising that many AI processes will happen directly on the device itself, protecting user data from Apple and third parties.
Reporting based on coverage first published by bbc.co.uk.