Apple’s long-awaited entry into the foldable smartphone market has opened a new front in the global handset business, but the $1,999 starting price of the iPhone Duo has raised questions over how large the potential customer base will be.
The device is designed to provide a larger foldable display capable of supporting entertainment, productivity and artificial intelligence features while retaining the portability of a smartphone.
Higher-end configurations can cost as much as $3,199, placing the Duo firmly at the luxury end of the consumer technology market.
Apple’s arrival is important because foldable smartphones have struggled to become mainstream despite years of investment from Samsung, Huawei and other manufacturers.
Foldables currently account for less than 3 per cent of the global smartphone market, according to industry estimates cited by Reuters.
Apple Bets Its Brand Can Expand Foldables
Apple has historically entered some product categories later than rivals before using its hardware, software and services ecosystem to broaden adoption.
The company is effectively attempting something similar with foldable smartphones.
Analysts estimate Apple could sell about six million Duo units in 2026, potentially capturing roughly a quarter of the foldable market.
That would be significant for the category, although modest compared with Apple’s overall iPhone volumes.
The question is whether initial enthusiasm develops into sustained demand.
At $1,999, the entry model costs considerably more than conventional premium smartphones, potentially restricting adoption to affluent consumers, Apple enthusiasts and early technology adopters.
Huawei Intensifies Competition
Apple is also entering the segment just as competition with Huawei intensifies.
Huawei has unveiled its latest Mate XT2 triple-fold smartphone, which starts at around $2,980, alongside its first new smartphone chipset in six years.
The Kirin 9050 Pro combines Huawei-developed CPU, GPU, neural-processing and modem technology while supporting on-device AI, strengthening China’s effort to reduce its reliance on foreign semiconductor technology.
Samsung, meanwhile, remains an established player in foldable devices and is responding to Apple’s arrival with updated designs and aggressive marketing.
Bigger Battle Is Over Premium Customers
The contest is ultimately about more than foldable screens.
Smartphone manufacturers increasingly need premium devices to protect margins as mature markets experience slower replacement cycles.
AI is adding another dimension, with manufacturers attempting to convince consumers that new processors and software capabilities justify upgrading expensive devices.
Apple’s Duo therefore represents both a product experiment and a business test.
If millions of consumers accept a $2,000-plus smartphone as a mainstream premium device, Apple’s entry could dramatically expand the foldable category and encourage developers to create more applications designed for larger flexible displays.
If demand remains concentrated among enthusiasts, the Duo may instead become a profitable but relatively niche addition to the iPhone family.
Either way, Apple’s arrival means the foldable market is no longer an experiment being conducted mainly by its rivals.
It has become part of the industry’s battle for the next generation of high-value smartphone customers.
