In a landmark event held at Apple Park in Cupertino, California, on September 9, 2026, Apple’s new CEO, John Ternus introduced the iPhone Duo the company’s first foldable smartphone. This innovative device represents a dramatic departure from the traditional iPhone design, signaling a new era for Apple under Ternus’ leadership.
The iPhone Duo, which folds like a passport, features a 5.4-inch outer screen and a 7.6-inch internal screen when unfolded. Priced at $1,999 it is set to hit the market on October 23, 2026, alongside the new iPhone 18 Pro models. This launch comes just days after Ternus took over from Tim Cook who stepped down as CEO on September 1, 2026.
The iPhone Duo: A Radical Redesign
The iPhone Duo is Apple’s most radical physical change to the iPhone since the introduction of the minimalist glass slab nearly two decades ago. Ternus, a mechanical engineer by training, emphasized the device’s innovative design and complex engineering stating that it preserves everything users love about the iPhone while offering new experiences.
“iPhone Duo brings an entirely new design while preserving everything you love and expect from iPhone. It gives you the largest display ever on an iPhone while still fitting easily in your pocket,” Ternus said during the event. The device’s foldable nature allows it to transform into a larger screen, akin to an iPad when opened.
Market Implications and Analyst Reactions
While foldable smartphones are not new—competitors like Samsung and Huawei have offered such devices since 2019—they have faced durability issues and niche appeal. Jason Snell a writer for Six Colors noted that foldable phones make up around 2% of all smartphone sales worldwide. “The idea that you open it up and it’s almost like an iPad is a pretty cool idea. Whether that will appeal to a broad number of people—it’s unclear,” Snell said.
Dipanjan Chatterjee a vice president at Forrester highlighted the potential for Apple to popularize the foldable category. “Apple is betting that Siri can become an invisible intelligence layer connecting context, personalization, and privacy across the ecosystem,” Chatterjee stated. However, Philip Michaels a freelance tech writer, cautioned about the economic challenges, including rising prices and flat wages, which could impact consumer willingness to invest in new technology.
Software Innovations and Future Prospects
Alongside the hardware announcements, Apple unveiled plans to release a beta version of iOS 27 in October. This update will introduce an AI-enabled version of Siri which will have access to users’ contacts, calendar, messages, emails, and apps. The company aims to transform iPhones into “intelligent personal hubs,” leveraging on-device AI rather than cloud-based solutions.
The event also showcased updates to other Apple products, including new AirPods and Apple Watch models. The Apple Watch Series 12 and Ultra 4 feature chip upgrades aimed at expanding fitness capabilities without major exterior redesigns. Additionally, Apple announced updates to its home and wearable devices, including a rumored home hub with display and smart-speaker capabilities.
As Apple navigates the challenges of a competitive tech landscape and economic pressures, the iPhone Duo represents a bold step forward. Under John Ternus’ leadership, the company is poised to explore new frontiers in hardware and software innovation, setting the stage for the future of smartphones.
