Apple's new boss starts with big gamble on £1,999 first folding iPhone

Apple unveiled its first major iPhone redesign in nearly two decades, introducing the iPhone Duo—a fold‑able handset priced at £1,999 in the United Kingdom and starting at $1,999 in the United States, with top configurations reaching $3,200. The launch was led by Apple’s newly appointed chief executive John Ternus, who succeeded Tim Cook earlier this month and personally oversaw the eight‑year development of the device while serving in senior hardware roles. Ternus positioned the Duo as a fundamentally different experience, arguing that rival foldables “feel like two phones awkwardly stuck together” and that Apple’s version “redefines the experience of using a foldable phone.” When unfolded, the Duo resembles a small iPad, while folded it takes on the familiar dimensions of a traditional iPhone, fitting comfortably in one hand and roughly the size of a passport.

The Duo’s debut marks Apple’s late entry into a market dominated by Samsung and Huawei, the latter controlling about 80 % of Chinese foldable sales, according to IDC EMEA’s Francisco Jeronimo. Analysts see the launch as a strategic gamble to inject fresh innovation into Apple’s flagship line, which has faced criticism for lacking a truly groundbreaking product since the original iPhone in 2007. Ben Wood of FDM CCS Insight suggested Ternus’s promotion was timed to align with “one of the biggest iPhone launches for many years,” while Creative Strategies’ Carolina Milanesi noted the event cast Ternus himself as a product. Yet concerns linger that the high‑priced Duo could become a “premium‑priced ornament” with limited growth potential, as Forrester’s Dipanjan Chatterjee warned, echoing the mixed reception of Apple’s Vision Pro headset.

Beyond the hardware, Apple announced a relaunch of its voice assistant as “Siri AI,” embedding AI‑driven features across the iPhone 18 series and the new Apple Watch. Ternus described the enhanced Siri as an “intelligent personal hub” capable of accessing messages, emails, and other personal data while emphasizing on‑device processing and strict privacy safeguards. The company also revealed the iPhone 18 Pro and 18 Pro Max, starting at $1,199 and $1,299 respectively, underscoring Apple’s broader product rollout. Analysts predict the Duo’s success will hinge on consumer adaptation to the foldable form factor and software learning curve, with Milanesi noting that while many are intrigued, the transition from a traditional phone presents real challenges. The iPhone remains Apple’s top‑selling product, accounting for over half of its annual revenue, and the Duo’s performance will be a key indicator of whether the company can sustain its growth trajectory amid fierce competition and evolving user expectations.

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