A new era at Apple

Newly appointed CEO John Ternus kicked off his tenure by unveiling the iPhone Duo, marking the most radical design shift since the original iPhone.

“iPhone Duo brings an entirely new design while preserving everything you love and expect from iPhone.”

A passport that folds

The device opens like a book, featuring a 5.4-inch outer display that unfolds into a 7.6-inch internal screen.

“It gives you the largest display ever on an iPhone while still fitting easily in your pocket.”

Channeling Steve Jobs

Ternus, a mechanical engineer who led product design, revived Steve Jobs' famous 'one more thing' line during the keynote to signal a return to hardware innovation.

Entering a niche market

Competitors like Samsung have sold foldables since 2019, but they still account for only about 2% of global smartphone sales worldwide.

“Folding phones are a solid category, but they're not a huge category.”

A steep price tag

Starting at $1,999, the iPhone Duo costs $700 more than the entry-level iPhone 18 Pro and will hit store shelves on October 23.

Siri gets an AI reboot

Alongside hardware, Apple announced iOS 27 with an AI-powered Siri designed to connect contacts, calendars, and emails into an intelligent personal hub.

“Apple has spent years promising a smarter Siri. Now the bill has come due.”

Betting on on-device AI

Apple is focusing on on-device artificial intelligence rather than cloud-based chatbots, prioritizing user privacy and local processing power.

Tough headwinds ahead

Rising component costs and flat wages present major hurdles, especially when key software features will also run on older iPhone models.

Tim Cook stays close

Former CEO Tim Cook will remain executive chair of the board, managing political relations and China manufacturing while Ternus handles product execution.