Sales of Apple's first foldable phone, the iPhone Duo, began on Friday. Market analysts are assessing whether this device can change the small foldable phone market as much as the iPhone changed the smartphone market.
The acceptance of the Duo could be an early test for new CEO John Ternus, the former hardware head who took office after Tim Cook on September 1st and unveiled the phone less than a week after taking the position. Furthermore, this could have significant implications for the niche category where competitors such as Samsung Electronics and Huawei Technologies have been selling premium foldable devices for several years.
Within minutes of opening pre-orders last Friday, Apple's estimated delivery times for the Duo were pushed back to the end of January because demand outstripped supply. Apple characterized the customer reaction as 'something extraordinary.'
According to a TechCentral report, in South Africa, the Duo is sold through iStore and other retail outlets for R47,999 for the 256GB model, R52,999 for 512GB, R62,499 for 1TB, and R76,999 for 2TB. This represents a markup of about 27% compared to US prices after converting at the R16.46/$ exchange rate and adding VAT, which is significantly higher than the approximately 11% on new Apple home devices. The 2TB model is R17,000 more expensive than the most expensive iPhone 18 Pro Max, which costs R59,999.
Initial reviews highly praised the Duo's design and its sturdy, barely visible hinge, which is a major achievement for phones whose noticeable screen creases have long been a drawback and a potential deterrent for buyers.
However, reviewers noted compromises in camera capabilities, including the absence of a telephoto lens, as well as the fact that third-party apps still require refinement for the new screen size, which might disappoint some buyers. They also pointed out that the Duo is less convenient for quick daily tasks in its smaller, folded state, which are usually performed on standard iPhones, and several well-known reviewers advised against purchasing it for many Apple customers.
In his review on the Daring Fireball blog, Apple commentator John Gruber wrote: 'It was a lot of fun testing the Duo for a week, but it feels like I used a polished prototype—not a finished product that I would want to buy and carry.'
Technical commentator Marques Brownlee, known as MKBHD, stated in his YouTube review that 'if you are just an average person who doesn't do much more than send text messages, use social media, and occasionally browse the internet, then probably not. But if $2000 isn't that important to you, and you like the idea, after a learning curve and getting used to the lack of face recognition, it is a really interesting phone.'
Limited supply may disappoint Apple fans lining up outside stores. Apple has reported that store availability will vary by country, with stock in the US, Australia, Canada, Mexico, and many countries in the UK and Europe being limited. In China, France, Hong Kong, India, and Japan, devices will only be available to customers who ordered online.
Francisco Herronimo, Vice President of research firm IDC, noted: 'Foldable devices have existed as an established category for many years, but their adoption has remained relatively limited compared to traditional smartphones. Apple's entry could bring this format to a much wider audience.'
IDC forecasts that Apple will capture 44% of the foldable device market by value in 2026, accounting for 31% of the total units. By 2027, IDC predicts the company will lead this category both in value and in shipped units.
