Apple has revealed its latest innovation, a foldable phone named Duo, marking a significant shift in its flagship product lineup. The Duo resembles a passport in size and shape, featuring rounded edges and a dual-screen design that can be viewed both horizontally and vertically. When unfolded, it boasts the title of Apple’s thinnest phone. Priced at $2,999 globally, the Duo starts at $1,999 in the U.S., approximately $2,760 in Canadian dollars due to exchange rate variations. Pre-orders for the device will commence on October 17, with availability set for October 23.
Describing the Duo as a groundbreaking advancement, Apple’s new CEO, John Ternus, emphasized its unique design and user experience, aiming to deliver an iPad-like feel in a compact, pocket-friendly form. Ternus criticized existing foldable phones for their inefficiency in common tasks like scrolling and video viewing, highlighting the Duo’s custom hinge, dual displays, consistent aspect ratio, and titanium body as key features enhancing user interaction.
The launch event, the first under Ternus’s leadership, signifies the most significant revamp of Apple’s flagship product since the removal of the physical home button in the iPhone X era. Ternus, previously Apple’s hardware chief, has ushered in a new era with the Duo unveiling, showcasing Apple’s commitment to innovation and user-centric design principles.
In addition to the Duo, Apple introduced the iPhone 18 Pro and Pro Max models, emphasizing their traditional form factor and advanced features. The company also unveiled a new image authenticity standard, the “Apple Reference Image,” to combat AI-generated image manipulation concerns. The iPhone 18 Pro lineup will integrate the A20 Pro chip for enhanced AI capabilities, while new AirPods models with noise cancellation and additional functionalities were also announced.
Furthermore, Apple presented the latest Apple Watch Series 12 and Apple Watch Ultra 4 models, focusing on health-oriented enhancements. Ternus’s role in convincing customers to embrace the foldable Duo at a premium price point reflects Apple’s pursuit of luxury innovation in the tech market.
The event showcased Apple’s commitment to user privacy and data control, with exclusive on-device AI processing capabilities highlighted as a key feature of the new devices. The company’s emphasis on user trust and control over personal data underscores its dedication to user-centric design and privacy protection.