Apple announced the iPhone Duo on Wednesday, its first foldable smartphone, marking a significant update to its most important product. Based on limited usage experience, it is clear that Apple is exploring how a foldable phone can allow users to interact with the device differently, such as using it as an alarm clock by the bed.
The phone features an external screen that unfolds to reveal a larger internal display. Cameras are located on the back, front, and inside surfaces. Its starting price is $1999, and the launch is scheduled for October 23rd.
However, Apple's entry into the market is not entirely new, as phone manufacturers like Samsung, Huawei, and Motorola have been selling foldable devices for years, although they constitute only a small share of global smartphone sales. Apple's appearance in the market is expected to draw attention to foldable phones, potentially giving them mass appeal beyond the early adopter audience.
Apple CEO John Ternus stated at the company event that the iPhone Duo will 'redefine the foldable phone experience.'
The question is whether the iPhone Duo will live up to this claim, which will depend on consumers' willingness to spend nearly $2000 on a phone whose primary feature is folding in half. Many of the most advanced features make the phone's use seamless, judging by the limited time spent with the device. Nevertheless, it remains unclear if these features will convince people to abandon their non-foldable phones.
The new device has the size and shape of a passport, and Apple claims that when unfolded, it is the thinnest iPhone. The front screen measures 5.4 inches, and the internal display measures 7.6 inches. The internal screen is roughly the size of an iPad Mini. The screen also has a matte texture that reduces glare and does not smudge easily. Most importantly, the crease is barely noticeable and cannot be felt when running a finger across the display.
This is critically important because early foldable phones from Samsung and other companies had very visible creases, which deterred some consumers. Nevertheless, Samsung and other Android device manufacturers have since made changes, and the latest Galaxy Z Fold 8 model has also become exceptionally thin.
The software of the iPhone Duo is a crucial part of Apple's strategy. The company emphasized how the software will change its layout depending on how the phone is being used. For example, when the phone is partially folded, it automatically shifts app content either to the left or right side of the screen. This was particularly noticeable when watching videos on the internal screen. When the phone opened, a Netflix show continued playing, expanding to fit the larger screen without stopping. Similarly, apps split down the middle to fit on both sides of the screen when I slightly folded the phone to resemble an open book.
It is also possible to use both cameras simultaneously during FaceTime calls, and the external display can be used for previewing photos. Apps operate in split-screen mode, allowing multiple applications to be used on the large screen simultaneously. Samsung and Google have launched similar features for their foldable phones.
Apple has been under pressure to release a new successful product after recent attempts, such as the Apple Vision Pro headset and last year's iPhone Air, failed to resonate with consumers. The iPhone remains Apple's most profitable product, generating over half of its revenue. However, over the past two decades, the device has remained largely unchanged, aside from increased screen sizes, improved cameras, and more advanced processors.
The nuances of the Duo, including how the software adjusts when the display is folded in different positions, could be decisive for its success. This approach previously worked for the iPad and Apple Watch: Apple developed specialized software and operating systems so they didn't feel like just enlarged or shrunk versions of the iPhone.
For instance, the iPhone Duo has a Standby feature that essentially turns its external screen into a desktop alarm clock or photo frame when the phone is locked and propped up. Apple already offers this feature on non-foldable iPhones, but those devices must be connected to power and placed on their side. However, this mode is much more convenient to use on a foldable phone that can stand on its own, potentially allowing users to use the iPhone Duo while it rests on a table.
This convenience factor becomes relevant amid pressure on the company to develop new artificial intelligence-based devices. Ternus, Apple's new CEO, explained on Wednesday why he considers the iPhone the ultimate personal computer for artificial intelligence. It is evident that Apple hopes that an iPhone that can be used in new ways, especially with AI, will help alleviate this pressure.