Apple has introduced its new foldable iPhone, which went on sale on Wednesday. The device boasts impressive features and a premium price, starting at $1,999 in the US market. However, some observers at the presentation in Cupertino, California, questioned the appeal of this product outside the circle of wealthy technology enthusiasts.
At the event, Apple demonstrated the iPhone Duo, which is projected to cost from R50,000 in South Africa for the base model. During the demonstration, the device was shown running applications such as Zoom, Slack, and Netflix on the expanded display, highlighting its potential for work, content creation, and entertainment.
Apple's new CEO, John Ternus, noted that the larger display, which feels as natural and intuitive as an iPad, opens up possibilities for using the iPhone Duo as a personal user artificial intelligence hub. Nevertheless, analyst Carolina Milanesi from Creative Strategies pointed out that while Apple usually does not define the buyer, in this case, the company consciously avoided doing so.
But who is this product for?
Experts believe that the Apple brand itself is sufficient to ensure strong initial sales of the iPhone Duo. However, they warn that after the initial hype subsides, the high price and the lack of a clear target buyer vision from Apple may limit it to niche groups of wealthy early adopters—a situation that has plagued this category since its inception.
According to research firm IDC, foldable phones are projected to account for less than 3% of the global smartphone market in 2026, and this figure is unlikely to change significantly in 2027 despite Apple's entry into the market.
Neil Shah, Vice President at Counterpoint Research, commented on the situation, stating a "slight misstep in positioning." He added that from their perspective, it was unclear whether the phone was intended for work or leisure, whereas the iPhone has always been associated with versatility.
By choosing a broad marketing strategy, Apple failed to clearly articulate the intended audience willing to pay for a phone that will sell for $3,199 in the US with maximum storage.
Previously, when Apple co-founder Steve Jobs introduced the iPad in 2010, he positioned the tablet as a device creating a new category for media consumption and entertainment. By 2015, then-Apple CEO Tim Cook reoriented the new Pro line toward a tool for creative professionals. Similarly, Apple Watch, initially promoted as a fashion accessory, transformed into an indispensable companion for health and fitness.
In 2023, Apple faced difficulties launching the Vision Pro augmented reality headset, which analysts highly praised for its technology but questioned due to its high cost and lack of clear application beyond entertainment.
Counterpoint estimates that the iPhone Duo will still sell around six million units by the end of the year due to existing demand among iPhone users. These sales will secure Apple a quarter of the global market share, according to Shah.
Samsung, the current leader in the foldable phone market, has been releasing its devices since 2019, and alternatives exist from Google and Huawei. Samsung overcame initial challenges known as "foldgate," when reports surfaced about broken screens and peeling components. According to Counterpoint data, Samsung now holds 40% of the market and released a redesigned passport-style foldable phone in July.
This new device surpassed previous models and strengthened Samsung's advertising campaign, which mocked Apple for "warming up leftovers." Nevertheless, market growth has slowed in recent years as devices have struggled to attract buyers outside a narrow audience.
Technology research firm Omdia expects Apple's entry to provide the most significant year-on-year increase in foldable smartphone shipments since 2021, forecasting the market volume for 2026 at 22.3 million devices.
Chief Analyst at Technalysis Research, Bob O'Donnell, stated that the high price of the iPhone Duo narrows the pool of potential buyers, especially among youth, but Apple fans will support early sales. He noted that the device will become a coveted item and serve as a status symbol for some time due to its difficulty in acquisition.