Apple unveiled its first-ever foldable iPhoneon Wednesday, introducing the new iPhone Duo and signaling one of the biggest changes to the company's flagship product line in years.
The announcement came during Apple's "Surprise and Shine" event at Apple Park in Cupertino, where new CEO John Ternus made his first major product presentation since succeeding Tim Cook on Sept. 1. Alongside the Duo, Apple revealed the iPhone 18 Pro lineup, new Apple Watches, upgraded AirPods and expanded artificial intelligence features for Siri.
For Californians, the launch marks a significant moment for the Silicon Valley giant as it enters the foldable smartphone market that competitors such as Samsung and Google have spent years developing.
Apple finally enters the foldable phone market
Rumors of a foldable iPhone
had circulated for years, but Apple officially unveiled the iPhone Duo as the centerpiece of Wednesday's event.
The device opens into a 7.6-inch display, giving users significantly more screen space than a traditional smartphone while still folding down to fit in a pocket. Apple says users will be able to run multiple apps side by side and use an Apple Pencil on the device, features that blur the line between a smartphone and tablet.
Apple executives described the Duo as a reimagining of the smartphone experience, betting that consumers are ready for a new form factor after years of relatively incremental iPhone updates.
The move follows a familiar Apple strategy: enter a product category after competitors have helped establish the market, then attempt to refine the experience for mainstream consumers.
How much will the iPhone Duo cost?
The biggest hurdle for potential buyers may be the price.
Apple said the iPhone Duo will start at $1,999 for the 256 GB model, making it the most expensive mainstream iPhone the company has ever released.
Pricing includes:
- 256 GB: $1,999
- 512 GB: $2,199
- 1 TB: $2,599
- 2 TB: $3,199
The entry-level price is roughly double the cost of a standard iPhone and reflects both the complexity of foldable technology and Apple's premium positioning.
For many consumers, the Duo is likely to be a luxury device rather than an immediate replacement for an existing smartphone.
When can consumers buy the new foldable iPhone?
Apple said iPhone Duo preorders will begin Oct. 16.
The device is scheduled to arrive in stores Oct. 23.
The later release date separates the foldable launch from Apple's traditional September iPhone rollout and could help generate additional consumer attention heading into the holiday shopping season.
Apple's new iPhone 18 Pro lineup focuses on AI and battery life
Consumers not interested in a foldable device still have new options.
Apple announced the iPhone 18 Pro and iPhone 18 Pro Max, both powered by the company's new A20 Pro chip.
According to Apple, the processor delivers faster performance and supports a growing number of artificial intelligence features across iPhone apps.
Key upgrades include:
- Improved battery life, with up to 45 hours of video playback on the Pro Max
- Enhanced camera controls and low-light photography
- Faster graphics processing
- New color options including burgundy, glacier, silver and black
The iPhone 18 Pro starts at $1,199, while the Pro Max starts at $1,299. Preorders begin Sept. 12, with in-store availability scheduled for Sept. 18.
Siri gets a major artificial intelligence overhaul
Apple wove artificial intelligence throughout Wednesday's presentation.
Apple showcased a new Siri experience designed to be more conversational and work across apps.
The upgraded assistant can search information across messages and email, complete tasks in third-party apps and interact with content displayed through the device's camera.
Apple said users will be able to ask Siri to draft emails, locate documents, manage travel plans and perform other actions without switching between multiple apps.
The update reflects Apple's effort to catch up with competitors that have rapidly expanded AI capabilities while emphasizing privacy protections and on-device processing.
New Apple Watch and AirPods updates
Apple also announced the Apple Watch Series 12 and Apple Watch Ultra 4.
The Series 12 starts at $399, while the Ultra 4 starts at $799. Both devices are available for preorder beginning Sept. 9 and will arrive in stores Sept. 18.
AirPods received smaller but notable upgrades, including active noise cancellation for the $129 model and a wireless charging case for the $149 version.
Why the iPhone Duo matters
Industry analysts believe Apple's entry into foldable devices could reshape a niche segment of the smartphone market.
Research firm IDC forecasts Apple could capture roughly 40% of the global foldable phone market by 2027 and ship more than 17 million foldable iPhones over the next several years.
Foldable phones remain a small slice of overall smartphone sales. But Apple's massive customer base gives it an opportunity to bring the technology to a broader audience than competitors have managed so far.
Whether consumers are willing to spend nearly $2,000 on a foldable phone remains an open question. But after years of speculation, Apple has finally made its move.
What Californians should know about Apple
While Apple sells products worldwide, the company remains deeply tied to California. Apple's corporate headquarters, Apple Park, is located in Cupertino, in the heart of Silicon Valley.
Apple is one of California's largest private-sector employers. The company reported about 166,000 employees worldwide as of fiscal 2025, though Apple does not publicly disclose how many are based in California. A substantial share of its workforce is concentrated in Silicon Valley, where the company employs thousands of engineers, software developers, designers, and retail workers.
Apple's economic footprint extends far beyond its payroll. Along with other California tech giants such as Google, Meta and Nvidia, Apple helps generate billions of dollars in state tax revenue through employee income taxes, including taxes tied to stock compensation. The California Legislative Analyst's Office has estimated that Apple, Google, Meta and Nvidia together contributed at least $5 billion annually in state income-tax withholding, accounting for more than 6% of all California income-tax withholding revenue.
That means Apple's success has implications not only for consumers deciding whether to buy a new iPhone, but also for California's economy, workforce, and tax base. The launch of the iPhone Duo underscores how one of the state's most influential companies continues to shape the future of technology while remaining a major economic engine for California.
This article originally appeared on Palm Springs Desert Sun: Apple unveils foldable iPhone Duo, starting at $1,999
