Apple's new CEO John Ternus has introduced the company's first foldable smartphone, the Duo, marking a significant design shift for the iPhone.
Key facts
- •John Ternus recently succeeded Tim Cook as Apple's chief executive.
- •The iPhone 18 and 18 Pro were also revealed, starting at $1,200 and $1,300 respectively.
- •The iPhone accounts for more than half of Apple's annual sales.
- •Siri AI will be available on the new iPhone 18 and certain Apple Watch models.
- •Apple claims that Siri AI features will remain private, with data not accessible even by the company.
Apple CEO John Ternus debuted the company's first foldable smartphone, the Duo, during an annual product event on Wednesday. The device features a book-style design and represents the largest iPhone model to date. This launch serves as a major shift for the company, which has not significantly altered the iPhone's design since its 2007 debut.
By the numbers
Design and Pricing
The Duo is priced starting at $2,000, with costs reaching up to $3,200. UK pricing for the device begins at £1,999. When unfolded, the phone resembles a small iPad, and when folded, it takes the shape of a wider iPhone. Ternus described the foldable features as intuitive and noted that the device was designed to avoid the appearance of two phones joined together.
Market Outlook and Challenges
Analysts have expressed mixed views on the product's potential. While some suggest the foldable could become a niche premium item, others compare its market risk to the Vision Pro headset. Currently, foldable smartphones from competitors like Samsung and Huawei account for 2% of total smartphone sales, with projections suggesting this may grow to 4% over the next decade.
Siri AI Integration
Apple also announced updates to its virtual assistant, now called Siri AI. The assistant will be capable of accessing personal data such as emails and messages to perform tasks. Ternus emphasized that these features prioritize user privacy, stating that much of the processing will occur on the device itself rather than through third-party servers.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by BBC Technology.
