Apple’s First Folding Phone Could Boost Revenue but Faces a Small Market

Apple launched the iPhone Duo, its first folding phone, at its Cupertino offices on Wednesday. The device folds like a passport and opens to a screen about 80% larger than the iPhone 18 Pro.

In the United States the Duo starts at $1,999 and in the United Kingdom at £1,999. The top model costs about $3,200. Customers can place orders beginning on 16 October.

John Ternus became Apple’s chief executive on 1 September, and the Duo launch was his first major event as CEO.

The iPhone brings in more than half of Apple’s yearly revenue. Yet folding phones make up only about 2% of global phone sales, so the market for the Duo is still very small.

One expert said Apple chose the launch date carefully. Another expert warned the Duo could become an expensive gadget that few people buy. After the event, Apple’s share price fell about 2%.

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