In brief
Apple’s most expensive iPhone ever, the foldable iPhone Duo, was unveiled by new chief executive John Ternus for £1,999 (US $2,000). The move marks the first major design change in almost two decades and tackles rivals Samsung and Huawei in the foldable market. Analysts warn the premium device risks being a luxury add‑on, but Apple promises privacy‑first AI features, including an updated Siri AI that works on‑device. The company also introduced the iPhone 18 prototypes, with starts at $1,199 for the Pro model and $1,299 for the Max.
Apple’s most expensive iPhone to date, the foldable iPhone Duo, was unveiled by new chief executive John Ternus for £1,999 (US $2,000). The launch marks the first major design change in almost two decades.
The new device aims to compete head‑on with Samsung and Huawei’s foldable offerings. While Apple hopes the iPhone Duo will redefine the foldable experience, analysts caution it could become a premium luxury item rather than a mass‑market win.
Ternus emphasized that the iPhone will operate as an “intelligent personal hub” powered by the new Siri AI, which processes data on‑device for privacy. He assured that even Apple will not access personal data stored on the device.
Alongside the Duo, Apple revealed the iPhone 18 Pro and Pro Max models, priced at $1,199 and $1,299 respectively.
Market Impact
- The foldable market currently represents about 2% of total smartphone sales; Apple hopes to increase that to around 4% over the next decade.
- Apple has historically dominated the smartphone segment, contributing more than half of its annual revenue.
- New AI features such as Siri AI will be available on Apple Watch, offering note‑taking and transcription capabilities.
Apple’s bold step signals a shift towards innovation after years of incremental updates—an approach that could reshape consumer expectations of what a smartphone can do.
