Archive · 12 Sep 2026
Apple Pushes iPhone Into Ultra-Premium Foldable Tech Market
Apple showed mostly its most expensive phones at its September 9 event.
These included two Pro models and a new foldable phone called the iPhone Duo.
The regular iPhone 18 was not shown and is expected later in 2027.
The Duo costs much more than ordinary smartphones, starting at $1,999 in the United States.
Apple is placing the Duo above its Pro phones as an ultra-premium product.
The company hopes a foldable screen will give people a new reason to upgrade.
This matters because many people now keep their phones longer.
Apple is also offering leasing so customers can pay for expensive phones over time.
Apple’s September 9 event focused on the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable, the iPhone Duo.
The standard iPhone 18 was absent and is expected in spring 2027 alongside the iPhone 18e and iPhone Air 2.
The iPhone Duo starts at $1,999 in the United States and ₹2,99,900 in India, making it Apple’s most expensive phone.
Apple is creating an ultra-premium tier above its Pro models as smartphone upgrades slow and consumers keep devices longer.
The company also introduced leasing, potentially helping customers spread the cost without lowering the devices’ headline prices.
- Who
- Apple, led at the event by CEO John Ternus, introduced the iPhone Duo and premium iPhone models.
- What
- Apple repositioned its iPhone lineup around premium and ultra-premium devices, including its first foldable iPhone.
- When
- The event took place on September 9; the standard iPhone 18 is expected in spring 2027.
- Where
- The products were priced for markets including the United States and India.
- Why
- Apple is responding to a mature smartphone market, longer upgrade cycles and demand for a new form factor that could encourage customers to spend more.
Case for Apple’s Premium Strategy
Affordability and Adoption Concerns
New reason to upgrade
Case for Apple’s Premium Strategy
A foldable phone offers a different form factor that may persuade existing iPhone owners to upgrade in a mature market.
Affordability and Adoption Concerns
Consumers are keeping smartphones longer, so the much higher price may make upgrades harder to justify.
Higher pricing
Case for Apple’s Premium Strategy
Focusing on Pro models and the Duo could raise Apple’s average selling price and create stronger incentives to buy premium devices.
Affordability and Adoption Concerns
The September lineup offers fewer lower-priced choices because the standard iPhone 18 was delayed until 2027.
Foldable competition
Case for Apple’s Premium Strategy
The iPhone Duo gives Apple a high-end entry into a foldable market already established by Samsung and also served by Huawei and Xiaomi.
Affordability and Adoption Concerns
With a $1,999 starting price, the Duo enters above several competing foldables, including Samsung’s Galaxy Z Fold8.
- Event
- Apple’s “Surprise and Shine” event took place on September 9.
- Foldable phone
- The iPhone Duo has a 7.6-inch continuous display, an aerospace titanium frame and Touch ID in the power button.
- United States starting price
- The iPhone Duo starts at $1,999 and reaches $3,199 at its highest storage capacity.
- India starting price
- The iPhone Duo starts at ₹2,99,900 and reaches ₹4,49,900 at its highest storage capacity.
- Premium models
- The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299.
- Delayed models
- The iPhone 18, iPhone 18e and iPhone Air 2 are expected in spring 2027.
- Payment option
- Apple introduced leasing through its upgrade programme.