Archive · 11 Sep 2026
Apple’s Foldable iPhone Debuts With High Price, Unclear Audience
Apple has launched a new phone that folds open to show a bigger screen.
It starts at $1,999 in the United States and costs up to $3,199 with the most storage.
Apple showed it being used for work, watching videos and creating content.
The company also described it as a possible personal artificial-intelligence hub.
Some experts say Apple did not clearly explain who needs this phone.
They think wealthy Apple fans may buy it first because the device is expensive and unusual.
Foldable phones have not yet become popular with most smartphone buyers.
Apple may sell millions of units, but the phone could still remain a luxury product.
Its launch may nevertheless help the overall foldable-phone market grow.
Apple launched the foldable iPhone Duo at a U.S. starting price of $1,999.
The device features an expanded display demonstrated with Zoom, Slack, Netflix and other apps.
Apple presented the iPhone Duo as useful for work, content creation, entertainment and artificial intelligence.
Analysts questioned whether the phone’s broad positioning clearly explains who should buy it.
Apple could sell nearly 6 million units this year, but foldables are expected to remain a small market segment.
- Who
- Apple launched the iPhone Duo, while analysts and competitors including Samsung responded to its arrival.
- What
- Apple introduced a foldable iPhone with a large opening display and a starting U.S. price of $1,999.
- When
- The launch took place on Wednesday; analysts discussed sales expectations for the end of the year and 2026.
- Where
- The launch event was held in Cupertino, California, with pricing cited for the U.S. market.
- Why
- Apple presented the device as a versatile product for work, entertainment, content creation and artificial-intelligence use.
Broad Versatility
Niche Luxury Product
Target audience
Broad Versatility
Apple presented the iPhone Duo as a versatile device for work, entertainment, content creation and artificial-intelligence use.
Niche Luxury Product
Analysts said Apple did not clearly identify the buyer and warned that the high price could limit the device to wealthy early adopters.
Sales outlook
Broad Versatility
Apple’s brand strength and pent-up demand among existing iPhone users could drive strong initial sales.
Niche Luxury Product
The phone’s price may narrow its appeal, particularly among younger consumers, and could prevent broader adoption.
Effect on foldables
Broad Versatility
Apple’s entry is expected to provide the biggest year-to-year increase in foldable smartphone shipments since 2021.
Niche Luxury Product
Research firms still expect foldables to represent less than 3% of the global smartphone market in 2026, with limited change in 2027.
- Product
- iPhone Duo, Apple’s new foldable iPhone
- Starting price
- $1,999 in the United States
- Highest-storage price
- $3,199 in the United States
- Estimated 2025 sales
- Nearly 6 million units, according to Counterpoint analyst Neil Shah
- 2026 foldable market forecast
- 22.3 million units, according to Omdia
- Projected market share
- Less than 3% of the global smartphone market in 2026, according to IDC
- Current foldable leader
- Samsung, with 40% of the market according to Counterpoint data