Apple launches $2,000 iPhone Duo amid strong demand and mixed reviews

Apple introduced its first foldable smartphone, the iPhone Duo, in stores across major cities on Friday with a starting price of roughly US$2,000. The launch saw solid demand, though sales were rationed and queues were shorter than those typical of previous iPhone releases. Pre-orders were capped at two units per customer and many locations sold the device only to walk-in shoppers, while others required online orders.

Apple CEO John Ternus, who assumed the role in September, greeted customers at an Austin store and participated in promotional activities tied to the Formula 1 U.S. Grand Prix, for which Apple holds exclusive broadcast rights. In Sydney, a line formed before the store opened at 8 a.m. local time. Customers in various markets, including Shanghai, London, and Hong Kong, reported queuing or purchasing the phone for resale.

Early reviews highlighted the Duo's design and a discreet hinge mechanism, but noted compromises such as the absence of a telephoto camera and limited app optimization for the larger display. Some reviewers suggested the device may not suit everyday tasks for typical users. Commentator John Gruber described the experience as akin to testing a polished prototype rather than a finished product, while tech reviewer Marques Brownlee said the phone might appeal only to those willing to overlook its high price and adjust to the lack of facial recognition.

Market analyst Francisco Jeronimo of IDC projected that Apple could capture a significant share of the foldable market by 2026, estimating 44 % of market value and 31 % of units, with the potential to become the leading brand by 2027 if the company can translate initial excitement into broader adoption.