The smartphone market reached a new milestone as Apple finally entered the foldable arena, bringing its luxury branding and high price tags to a category pioneered years earlier by competitors. The debut of the iPhone Duo at Apple Park on September 9, 2026, marked a significant shift for the tech giant under the leadership of CEO John Ternus, who delivered his first keynote speech following his appointment on September 1, 2026, according to coverage of the Cupertino event. Nearly seven years after the first Galaxy Fold launched, the evolution of foldable phones has reached an inflection point.
Design Specifications and the Imperceptible Crease
Design Specifications and the Imperceptible Crease
The newly unveiled device features a passport-like hinge allowing it to function as a regular handset when folded. The origami-like Duo, which will be available starting on October 23, then opens up to a 7.6-inch screen that’s 80% larger than the iPhone 18 Pro’s screen. Ternus said that while most foldables evoke two phones awkwardly stuck together,
the Duo’s crease is effectively invisible to the naked eye.
However, the hardware comes with a steep financial barrier, carrying a $1,999 price tag in the United States and reaching up to ₹3 lakh for buyers in India, positioning it firmly in ultra-luxury territory. With a steep price tag of ₹3 lakh for the foldable model, even Apple loyalists see it as a lifestyle statement rather than a utility buy. There is also anxiety around the hinges, creases and durability of foldables that could hinder adoption despite its novelty. However, some fans still plan to get their hands on the device from US or Dubai.
Delhi-based professional Varun M said he was keen to buy the Apple foldable device and expected it to be under ₹2.5 lakh. But I think waiting and buying from the US makes more sense than buying it in India now,
he said. The India pricing also makes Samsung foldable looks more lucrative now, he adds. N Nagaraj, a tech professional based in Chennai, who has used foldables earlier, views the Duo as a ‘flex product’ that people carry to make a statement at that price point. I would prefer not to buy the very first generation product and watch how it fares, he said.
Samsung’s Social Media Counter-Offensive
Samsung’s Social Media Counter-Offensive
Rivals wasted no time reacting to the announcement. Call them Same-sung. Samsung has accused Apple of reheating their leftovers
during the release of the tech giant’s new $2,000 foldable “iPhone Duo.” The highly anticipated device was unveiled Wednesday, Sept. 9, during Apple’s Surprise and Shine
Event, marking CEO John Ternus’ first keynote speech since he replaced Tim Cook on Sept. 1. Samsung New Zealand has found itself a rather convenient new Galaxy convert: Tim Cook. Just not “that” Tim Cook. In a series of cheeky social videos, the brand enlisted Tim Cook from Palmerston North, New Zealand, to sing the praises of its Galaxy Z Fold8, playing on the name he shares with Apple CEO Tim Cook.
It’s feeling very familiar. Is this a Sims sequel…,
the Korean tech giant quipped in an X post uploaded during the Apple event. They then followed up with, Let us know when you’re done reheating our leftovers.
Samsung even pulled Duolingo into the conversation to poke fun at Apple’s branding – Duolingo itself had already done – with Samsung calling the iPhone Duo a “Sim sequel” and So far, so same,
referring to how much of what the iPhone Duo can do has been seen on existing Android foldables, including Galaxy Z Fold 8.
Market Reception, Pricing Realities, and Global Demand
Market Reception, Pricing Realities, and Global Demand
Apple, on its part, seems to be testing how much its brand pull can withstand higher prices. Apple has seen a price resilience in India. While other brands are increasing prices to adjust memory cost pressures alone, Apple is doing it with a bit of premium,
said Faisal Kawoosa, Founder, Techarc.
Release Timeline and Next Retail Milestones
Release Timeline and Next Retail Milestones
Consumers eager to test Apple’s first folding smartphone will have to wait until next month. Apple confirmed that the iPhone Duo is scheduled to officially launch on October 23, 2026, setting up a major retail showdown ahead of the late autumn shopping season.