Apple’s New CEO Bets $2,000 on Foldable iPhone Duo

Thu Sep 10 2026 10:35:55 GMT+0000 (Coordinated Universal Time)

John Ternus launches Apple’s biggest, most expensive iPhone yet – a book‑style folding model named Duo – as the company re‑imagines its flagship device.

Apple’s new chief executive, John Ternus, unveiled the first major iPhone design change in almost two decades at the company’s August launch event. The new device, dubbed the Duo, is a foldable iPhone that opens like a book, offering a 9.1‑inch tablet‑sized display when unfolded, and a 6‑inch phone form when folded. With a US price that starts at $1,999 and climbs to $3,200, it is Apple’s most expensive product launch in history. Analysts see the move as a gamble to revive the iPhone’s appeal amid a tiny market for foldable phones and to underline Apple’s push into AI, with new Siri features slated to work across devices. Users will want to weigh the tech’s premium cost against its innovative design and privacy‑centric AI integration.

Apple Unveils $2,000 Foldable iPhone Duo Under New CEO John Ternus

John Ternus, who takes the helm as Apple’s chief executive after Tim Cook’s resignation, introduced the company’s first major iPhone evolution since 2007. The new phone, called the Duo, folds like a book and offers a 9.1‑inch tablet display when unfolded. In its folded state it resembles a 6‑inch iPhone. The device is Apple’s largest, most expensive, and most ambitious product launch in recent memory.

Starting prices across the United States range from $1,999 to $3,200, with UK prices ranging from £1,999 to £3,200. Ternus described the Duo as “inspired by the iPad” but credited its foldable design as fluid and fully intuitive. He said the phone would avoid the awkward “stuck‑together” feel of competing foldables that try to combine two screen sizes into one.

Analyst Insights

Ben Wood, chief analyst at FDM CCS Insight, believes the timing aligns with a major product launch aimed at restoring the iPhone’s momentum. He added new consumer behaviour will be critical in determining if the foldable variant will be a boon or a badge.

Carolina Milanesi of Creative Strategies noted the spotlight on Ternus made the CEO feel “almost like the product itself.”

Forrester’s Dipanjan Chatterjee warned that the foldable might become a premium ornament rather than a growth engine, echoing caution around Apple’s Vision Pro headset.

According to FDM CCM Insight, foldable smartphones currently occupy just 2% of global market share, and Apple’s entry is expected to climb to 4% over the next decade.

AI Features and Privacy

Ternus highlighted new AI‑powered Siri capabilities, announcing a “personal hub” that integrates on‑device intelligence across iPhone and Apple Watch. He emphasised privacy, noting the AI will remain local and only touch Apple’s less‑privacy‑focused remote servers when necessary.

Apple is also rolling out a refreshed Siri AI across the iPhone 18 and 18 Pro series, enabling deeper cross‑app searching and task execution.

Consumer Outlook

While foldables pique interest for their novelty, the learning curve and the cultural shift away from classic iPhone usability present challenges. Analysts expect the device to position Apple at the cutting edge of both hardware innovation and AI integration, but its high price tag remains a potential barrier to mass adoption.