Apple introduced a foldable phone called the iPhone Duo on Wednesday, marking the most significant change to the company's flagship product in recent years. The starting price in the US is $1999, which could lead to a cost exceeding 50,000 South African Rand upon launch in South Africa.
TechCentral calculated this estimate based on the non-discounted price of the iPhone 17 Pro Max 2TB model, which was priced at $1999 in the US until this week (this model is no longer sold on the Apple website). According to iStore data, this specific model was recently sold in South Africa for 50,999 Rand, although the Apple retailer is currently clearing stock ahead of the release of the iPhone 18 Pro and Pro Max models.
The mentioned price of over 50,000 Rand applies only to the base model with a modest 256GB storage capacity. In the US, prices can reach $3,199 for the 2TB model. If such a model is introduced in South Africa, its cost could exceed 80,000 Rand, which would be equivalent to the price of a top-tier MacBook Pro model.
Similar to the recently announced Samsung Galaxy Z Fold8, the Duo has a passport-like shape with rounded edges. It unfolds into a wide horizontal screen that can also be viewed vertically. When folded, a smaller single screen is located on the front panel. The company stated that in its open state, it is Apple's thinnest phone.
This presentation event for the foldable phone, held for the first time under the leadership of new CEO John Ternus, is the most notable update to Apple's flagship product since the removal of the physical Home button from the iPhone X in 2017. The iPhone generated $209.6 billion, or slightly more than half of Apple's sales in the last fiscal year.
Former CEO Tim Cook handed over leadership to Ternus in a video message that concluded with a close-up of Cook saying, 'Not me. It's your guy,' pointing to Ternus.
Personal AI Hub
Ternus presented the iPhone as a privacy-focused personal artificial intelligence hub, noting that other companies aim to collect and store personal data. He stated, 'Frankly, trust has its limits when your data no longer belongs to you.' He added, 'That's why Apple Intelligence works on the device whenever possible.'
Lilia Rinkon from Apple, who oversees AI products for the iPhone manufacturer and was hired from Google earlier this year, described the updated Siri assistant, which will support 300,000 apps at launch.
Executives also demonstrated the iPhone 18 Pro and 18 Pro Max models, which are the latest versions of Apple's established lineup but do not fold. Prices for the iPhone 18 Pro and Pro Max start at $1,199 and $1,299 respectively, which is $100 higher than the starting prices of the iPhone 17 Pro and Pro Max.
Apple also introduced a feature aimed at addressing growing concerns about AI-generated and modified images. A new standard called 'Apple Reference Image' was introduced to verify the authenticity of photos taken with the new iPhone 18 Pro cameras, and it was stated that it will also support the evolving SynthID standard for identifying AI-generated or edited images. The Apple Reference Image feature will not be available in the EU or China.
The iPhone 18 Pro will also be equipped with the new A20 Pro chip, which provides enhancements to support advanced AI models directly on the iPhone.
Paolo Pescatore, an analyst at PP Foresight, noted, 'Apple Intelligence and Siri are the focus. Apple is leveraging its biggest advantage—a massive hardware base—to make AI an integral part of the daily experience across all devices.'
During the presentation, Apple's stock dropped by approximately 1%. The company also announced that the new version of AirPods will start at $129 with noise cancellation, which is the first for the budget headphone line, and the $149 version will be available with additional features such as wireless charging and stem volume control, allowing users to adjust the sound by swiping up or down the stem.
Apple also unveiled the Apple Watch Series 12 and Apple Watch Ultra 4, positioning them as major health-focused updates. This includes a redesigned sensor system that measures heart rate more frequently than before and powers new features assessing recovery and fitness. The company stated that the watches use Apple's new silicon and improved sensors to provide what it calls the most accurate heart rate tracking among wearables.
Previously, Ternus held the position of Apple hardware head but maintained a low public profile, aside from a few product presentations and sustainability initiatives. Now, Ternus faces the task of convincing Apple customers to purchase a $2000 foldable device, a new high point for the global brand that defined mass luxury.
Although Samsung Electronics and Huawei Technologies have been selling foldable phones since 2019, these devices remain niche among tech enthusiasts. However, even at a high price point, analytical firms like International Data Corporation expect Apple to sell every foldable iPhone it produces and capture 40% of the profitable niche by the end of next year.