Apple's new foldable iPhone launched on Wednesday with impressive features and a premium price tag, starting at $1,999 in the US market. But some observers in the packed room at the launch event in Cupertino, California, were left questioning its appeal beyond wealthy tech enthusiasts.Apple executives demonstrated the iPhone Duo running a variety of apps including Zoom, Slack and Netflix on an expanded display, as they showcased its ability to be used for work, content creation and entertainment.
New Apple CEO John Ternus highlighted how the "larger display that feels as natural and intuitive as iPad" would open possibilities for the iPhone Duo to serve as a user’s personal AI hub.
“Apple doesn't usually define who the buyer is, but in this case specifically, they really shied away from it,” said Carolina Milanesi, an analyst at Creative Strategies.
Analysts say that Apple's brand cachet is enough to assure strong initial sales of the iPhone Duo. But once the euphoria fades, they warn the device's high price and Apple's lack of clear vision of its target buyer could confine it to a niche of wealthy early adopters — a pattern that has plagued the category since its launch.
Foldable phones are on track to account for less than 3% of the global smartphone market in 2026, according to research firm IDC, which also does not expect the figure to change much in 2027, even with Apple's entry.
