Apple Unveils First Foldable iPhone, Priced at £1,999 – A Bold Gamble

Thu Sep 10 2026 19:15:28 GMT+0000 (Coordinated Universal Time)

Apple launches its first foldable iPhone, the iPhone Duo, at a headline price of $1,999. New CEO John Ternus positions the device as a game‑changing experience amid fierce competition.

Apple’s latest iPhone, the iPhone Duo, marks the company’s first foldable handset and steps into a niche market dominated by Samsung and Huawei. Pricing starts at $1,999, with a premium version reaching $3,200. New CEO John Ternus says the design redefines the foldable experience, offering a single‑handed, passport‑sized device that balances familiarity with innovation. Analysts debate whether the high price point will attract enough customers, expecting foldables to capture only about 4% of the smartphone market over the next decade. In addition to its foldable form, Apple introduces Siri AI, promising privacy‑centric personal hub features that run on‑device whenever possible.

Apple Unveils the First Foldable iPhone, the iPhone Duo

Apple introduced its most expensive handset yet – a foldable iPhone that starts at £1,999 (US$1,999). The launch, held in Cupertino, California, marked the first major design shift for the iPhone in nearly two decades.

A New CEO, A New Gamble

John Ternus, Apple’s newly appointed chief executive, led the presentation and called the iPhone Duo the company’s answer to what he described as “attaching two phones together awkwardly.” He emphasized that the device “redefines the experience of using a foldable phone,” providing a smooth transition between a narrow iPhone form and a wider iPad‑sized display.

Pricing and Competition

The phone’s base model starts at $1,999 in the United States, with a higher‑spec version up to $3,200. Apple entered the foldable market late, following industry leaders Samsung and Huawei, whose current market share is only about 2%. Analysts predict Apple’s foldable could rise to roughly 4% of all smartphone sales in the next decade, but the premium price risks limiting mass adoption.

AI, Privacy, and the Future of the iPhone

Ternus introduced Siri AI, an on‑device personal hub that will scan a user’s messages, emails, and other data to answer queries and perform actions. He stressed that all AI processing happens on the device, ensuring that even Apple does not access the personal data. This emphasis on privacy could be a selling point in a market increasingly wary of data leaks.

Market Outlook

Analysts like Ben Wood and Dipanjan Chatterjee noted the foldable’s high price may limit returns, comparing it to other premium Apple products that haven’t captured widespread attention. Despite this, Apple sees the iPhone Duo as a potential successor to its Apple Watch, given the large base of manufacturer users.