Apple’s foldable iPhone duo faces questions over price and target market
Apple has launched its first foldable iPhone, the iPhone Duo, in the United States at a starting price of $1,999, but analysts are questioning who the premium device is actually designed for.
Unveiled in Cupertino, California, the new phone features a larger foldable display that Apple demonstrated running applications including Zoom, Slack and Netflix. The company presented the device as suitable for work, entertainment, content creation and as a potential personal artificial intelligence hub.
However, analysts say Apple has not clearly defined the product’s target audience. Carolina Milanesi of Creative Strategies said the company appeared reluctant to identify who it expects to purchase the expensive device.
Neil Shah, vice president of Counterpoint Research, similarly described the launch positioning as somewhat unclear, saying it was difficult to determine whether the phone was primarily intended for work or entertainment.
The iPhone Duo will cost as much as $3,199 in the US for the highest-storage version, potentially limiting its appeal to affluent consumers and loyal Apple customers.
Strong Initial Demand Expected
Despite concerns about its price and positioning, analysts expect Apple’s strong brand reputation and pent-up demand among iPhone users to drive substantial initial sales.
Counterpoint Research estimates that Apple could sell nearly 6 million units by the end of 2026, giving the company roughly a quarter of the global foldable smartphone market.
Foldable phones, however, are expected to remain a relatively small segment of the wider smartphone industry. IDC forecasts that they will account for less than 3% of global smartphone sales in 2026, with limited growth expected the following year.
Apple’s move follows years of development in the foldable market, led by Samsung, which has held a dominant position since entering the category in 2019. Google and Huawei are also among the companies offering foldable devices.
Analysts believe Apple’s entry could significantly boost global foldable smartphone shipments, with Omdia forecasting 22.3 million units for the sector in 2026.
Bob O’Donnell of TECHnalysis Research said the iPhone Duo’s high price could restrict its broader appeal, particularly among younger consumers. However, he expects Apple’s loyal customer base to support strong early sales.
He suggested that the device could initially become a coveted status symbol, particularly if supplies remain limited.
