Apple has entered the foldable smartphone market with the launch of the $1,999 iPhone Duo, setting up a fresh battle with Samsung, which has dominated the segment since launching its first mass-market foldable phones in 2019.
The device, unveiled on Wednesday at Apple’s first major event under new Chief Executive Officer John Ternus, opens into a 7.6-inch display and uses a passport-shaped design that Apple says delivers a more useful screen when unfolded.
The launch immediately drew a response from Samsung, which rolled out a publicity campaign in major cities including Seoul, Tokyo and London, highlighting the lighter and thinner design of its Galaxy foldables.
Samsung also took direct aim at Apple on X, posting sarcastic messages that accused the company of “reheating our leftovers” and suggested its new device offered little that was different from existing foldables.
The rivalry comes as Apple attempts to break into a market that has remained relatively small despite years of investment by Samsung and Chinese manufacturers such as Huawei.
Apple’s $1,999 price tag puts the Duo only about $100 above Samsung’s Galaxy Z Fold 8, which launched in July at $1,899.
“Apple’s pricing was one of the most impressive parts,” Liz Lee, an associate director at Counterpoint, said, noting that the price could help Apple compete more aggressively in the category.
Counterpoint expects Apple to capture about 25 per cent of the global foldable smartphone market this year, compared with 38 per cent for Samsung.
Samsung, however, has a significant head start. The South Korean company has launched eight generations of foldable phones since 2019, building experience, manufacturing capacity and a global distribution network that Apple is now entering.
Apple is also relying partly on the supply chain Samsung helped establish, including foldable displays made by Samsung Display.
Ternus, while unveiling the Duo, criticised existing foldable phones for looking like “two phones awkwardly stuck together”, saying Apple had developed a custom hinge and dual-display system to create a more seamless experience.
See also: Samsung Offers Refurbished Galaxy S26 Phones at Lower Prices
The iPhone Duo is powered by Apple’s A20 Pro chip and comes with the company’s C2 modem. It supports Apple Pencil, uses Touch ID in the side button and offers up to 2TB of storage.
Apple says the device can provide up to 24 hours of mixed dual-screen battery use and can reach a 50 per cent charge in about 20 minutes.
Pre-orders for the iPhone Duo are scheduled to begin on October 16, with sales starting October 23.
The company also unveiled the iPhone 18 Pro and iPhone 18 Pro Max, with starting prices of $1,199 and $1,299 respectively, while introducing new Apple Watch and AirPods models.
Analysts say Apple’s entry could significantly expand the foldable market, bringing the category to a much wider audience while putting pressure on Samsung to defend its lead.
Ben Wood, chief analyst at CCS Insight, said Apple was known for entering markets when products had reached a certain level of maturity, suggesting the company believes foldable phones are now ready for broader adoption.
About the Author
Cecilia Attah is a tech analyst with a degree from Benue State University. She covers tech news and startups at TechRegard with a focus on how technology is transforming Africa and shaping the global landscape.
