Apple CEO John Ternus called early foldable smartphones cheap and crappy
in a TIME interview, as the iPhone Duo launched following a decade of development. The device, featuring a custom polymer display and over 100 precision components, competes in a premium market.
Ternus Criticizes Early Foldables
Apple CEO John Ternus described early foldable smartphones from rivals as cheap and crappy
during a TIME interview. He highlighted durability issues and visible creases as major flaws. The other examples in the world felt kind of cheap and crappy,
he said. This influenced Apple’s decision to delay its foldable launch until it could solve these issues.
Designing the iPhone Duo
Apple’s journey toward a foldable smartphone began in 2011. Ternus and five engineers filed a patent for foldable devices, anticipating flexible OLED displays. Despite competitors like Samsung entering the market in 2019, Apple focused on engineering challenges. It felt clear that we were going to eventually get to a place where OLED displays were going to be flexible,
Ternus said.
Apple’s new CEO, John Ternus, is on the cover of TIME’s 2026 Best Inventions issue. We spoke to him about Duo: Apple’s long-awaited foldable phone. Plus: his company’s approach to geopolitical tensions and supply chains, child safety, and AI https://t.co/OCsHLk0d8k pic.twitter.com/qhY0WWHLXF
Apple explored foldable technology long before the iPhone Duo’s release. In 2011, Ternus and five engineers submitted a patent for foldable devices, targeting technical hurdles. Ternus noted Apple recognized the potential of flexible OLED displays early.
Apple’s AI Strategy
Ternus outlined Apple’s AI plan, revealing the company will use Google’s Gemini model for Siri. There’s not really a goal that we have to make every single thing in a product. We make the things where we can really bring differentiation,
he said. This aligns with Apple’s focus on integrating AI into existing user data, using the iPhone as a central digital hub.
Design remains central to Apple’s approach, with Ternus stating, Design is how it works.
He emphasized collaboration between hardware and software teams to ensure products are beneficial and helpful to people.
This philosophy shaped the iPhone Duo, combining industrial design with advanced materials.
The iPhone Duo’s final design includes a custom polymer surface with nanotexture technology. A hinge houses over 100 precision parts. Early adopters noted the crease is nearly invisible, addressing a key concern for foldable buyers.
Market Launch and Demand
The iPhone Duo, priced at ₹2,99,900 in India, enters a crowded foldable market dominated by Samsung and Google. Pre-orders opened on October 16, with general sales set for October 23. Apple reported extraordinary demand,
with new orders expected to ship by late January 2027.
The device is available in Star White and Night Sky. It features a 7.6-inch folding inner display and a 5.4-inch outer screen. A lightweight titanium frame and A20 Pro chip define its hardware. Apple developed a new display engine using advanced Apple silicon for smooth screen transitions.
Apple’s AI strategy includes using Google’s Gemini to power Siri. Ternus stressed focusing on areas where Apple can deliver distinct value. Everything in your life is on your phone,
he said, allowing Siri to leverage user data for unique functionality.
The iPhone Duo follows 15 years of development. Ternus noted Apple solved problems plaguing earlier foldables, such as durability and usability. Competitors like Samsung introduced foldables as early as 2019, but Apple waited until its technology met its standards.
Make the things where we can really bring differentiation,
Ternus said. This approach avoided rushing to market. TIME covered Ternus’s interview, detailing his critiques of rival foldables. What impact will Apple’s strategy have on the foldable market?