Apple Launches iPhone Duo as Foldable Phone Sales Begin

Apple has officially entered the foldable smartphone market with the launch of its first folding phone, the iPhone Duo, as sales began on Friday. The device represents a major new product category for the company, with analysts watching closely to see whether Apple can make foldable phones appealing to a much wider audience, much as the original iPhone transformed the smartphone industry.

The launch also marks an early test for Apple’s new chief executive, John Ternus, the former hardware chief who unveiled the device shortly after taking charge in September. Its reception could influence Apple’s position in the premium smartphone market and reshape competition with established foldable phone makers, including Samsung Electronics and Huawei Technologies.

Early demand has been strong, with Apple’s estimated delivery dates extending to late January within minutes of pre-orders opening last Friday. However, mixed reviews, limited availability and questions about the device’s everyday practicality could determine whether initial excitement translates into sustained sales.

iPhone Duo Launch Draws Strong Customer Interest

Customers began lining up outside Apple’s retail stores ahead of the iPhone Duo’s first day of sales. In Sydney, where an Apple store opened for sales at 8 a.m. local time on Friday, a queue formed before the doors opened.

One of the first buyers, 48-year-old engineer Simon Krishnan, paid A$3,899, or approximately $2,734, for a version of the device with 512GB of storage. He described the purchase as a luxury because of its high price but said he was willing to spend the money to experience the new technology.

The enthusiasm follows a rapid increase in estimated delivery times after pre-orders began. Apple described the customer response as “nothing short of extraordinary,” suggesting that interest initially exceeded the supply available for immediate delivery.

However, strong pre-orders alone will not establish the product’s long-term success. Buyers will need to decide whether the foldable design offers enough practical benefits to justify its premium price compared with conventional iPhones and competing devices.

Design and Hinge Receive Positive Early Reviews

Early reviews have praised the iPhone Duo’s design, particularly its sturdy hinge, which reviewers described as barely visible. The hinge is an important part of foldable phone engineering because the display must bend repeatedly while maintaining a practical and attractive appearance.

Visible creases in folding displays have long been a concern for consumers considering the category. By delivering a hinge and screen design that reviewers have praised, Apple appears to have addressed at least some of the design concerns associated with Foldable Smartphones.

The device’s passport-like shape also distinguishes it from traditional smartphones. Its appeal rests on the ability to combine a compact folded form with a larger display when opened, potentially offering a different experience for people who want more screen space without carrying a conventional large phone.

Nevertheless, reviewers have raised concerns about compromises elsewhere in the product. The absence of a telephoto camera lens could disappoint photography enthusiasts, while some third-party applications still need adjustments to work effectively with the new display dimensions.

Reviewers Question the iPhone Duo’s Everyday Practicality

Despite the positive response to its design, some reviewers have questioned whether the iPhone Duo is practical enough for everyday use. In its folded state, the device may be less convenient for quick tasks that users routinely perform on standard iPhones, including messaging, checking notifications and browsing.

Longtime Apple commentator John Gruber, who writes the Daring Fireball blog, said the device was enjoyable to use during a week of testing but compared the experience to using a highly polished prototype rather than a finished product he would want to carry daily.

Technology commentator Marques Brownlee, widely known as MKBHD, offered a more conditional assessment in his YouTube review. He suggested that the phone might not be worthwhile for people whose usage is largely limited to texting, social media and occasional browsing. However, he described it as an enjoyable device for buyers who can comfortably afford the price and are interested in experimenting with the foldable format.

Brownlee also pointed to a learning curve and the absence of facial identification as factors that prospective buyers would need to consider. These limitations could make the device less appealing to consumers who prioritise convenience and familiar features over a new form factor.

The mixed reviews highlight the challenge facing Apple. The company must demonstrate that the larger folding display offers meaningful advantages without making routine smartphone activities more complicated.

Limited Supply Could Restrict Early Sales

Although pre-orders generated substantial interest, customers may struggle to obtain the iPhone Duo immediately. Apple told Reuters that walk-in availability would vary by country, with limited stocks expected in the United States, Australia, Canada, Mexico and much of Britain and Europe.

In China, France, Hong Kong, India and Japan, the device would initially be available only to customers who had placed orders online. These restrictions could leave some shoppers waiting longer than expected to receive their phones.

In Macau, where walk-in purchases were permitted, social media posts and media reports showed customers lining up hours before stores opened. The scenes illustrated the enthusiasm surrounding Apple’s entry into the foldable market, although availability constraints could prevent all interested buyers from purchasing the device immediately.

Supply will therefore be an important factor in the early performance of the iPhone Duo. Even strong demand may not translate into immediate sales if Apple cannot deliver enough units to meet customer expectations.

Apple’s Entry Could Expand the Foldable Smartphone Market

Foldable smartphones have been available for several years, with Samsung Electronics and Huawei Technologies among the established manufacturers competing in the premium segment. However, adoption has remained relatively limited compared with conventional smartphones.

Apple’s entry could introduce the format to a broader customer base, particularly among existing iPhone users who may be more willing to consider a foldable device from a familiar brand.

Francisco Jeronimo, vice president at market researcher IDC, said Apple’s arrival could help expand the category beyond its existing audience. After using the passport-shaped Duo for a week, he said Apple had made a convincing case for the form factor.

The company’s influence over the premium smartphone market means the launch could also increase pressure on competing manufacturers to improve their designs, software experiences and product offerings. If consumers respond positively, foldable devices could become a more significant part of the wider smartphone market.

IDC Forecasts Significant Apple Share in Foldables

IDC expects Apple to capture 44% of the foldable smartphone market’s value in 2026 while accounting for 31% of units sold. The research firm forecasts that Apple will become the category’s leader in both value and units shipped by 2027.

These projections indicate the potential scale of Apple’s entry, but they remain forecasts rather than confirmed market results. Actual performance will depend on consumer demand, product availability, pricing and how the device compares with rival foldable phones.

The distinction between market value and unit share is also important. A company can capture a larger proportion of total market revenue than of devices sold when its products command higher prices. Apple’s premium positioning could therefore help it secure a substantial share of foldable market value even if its share of units is smaller.

New CEO John Ternus Faces an Early Product Test

The iPhone Duo launch comes at an important moment for Apple, with John Ternus facing an early test as chief executive. As the former head of hardware, Ternus is closely associated with product development, making the reception of the company’s first foldable phone a notable early milestone in his leadership.

The device’s performance could help demonstrate whether Apple can enter an established product category and differentiate itself through design and user experience. At the same time, the mixed reviews show that even strong brand recognition cannot eliminate questions about price, usability and feature compromises.

Apple will also need to manage production and delivery expectations. The rapid extension of estimated delivery dates suggests that initial demand has been strong, but customers’ experiences during the first weeks of availability could influence how the product is received over time.

What Comes Next for the iPhone Duo

The iPhone Duo’s launch gives Apple an opportunity to influence a smartphone category that has struggled to reach the adoption levels of conventional devices. Its design has attracted praise, and early pre-orders indicate substantial interest, but concerns about camera capabilities, application compatibility and everyday usability remain.

Supply will be another important consideration as Apple works to meet demand across different markets. Limited retail availability could frustrate customers, while the device’s high price may restrict its appeal to consumers willing to pay more for a new smartphone experience.

The coming months will show whether Apple can turn the excitement surrounding the iPhone Duo into lasting consumer adoption. As IDC’s forecast suggests, the launch could have significant implications for competition in foldable phones, but sustained success will depend on how well the device performs beyond its initial release.

For Apple, the challenge now is to prove that its first foldable smartphone is more than an impressive new design: it must offer enough value and convenience to persuade consumers that folding phones deserve a place in their everyday lives.