In short
- Apple’s iPhone Duo starts at £1,999 in the UK and $1,999 in the US, rising to $3,200.
- The iPhone Duo is Apple’s first major iPhone design change in almost 20 years and took eight years to develop.
- John Ternus became Apple’s chief executive this month, succeeding Tim Cook.
- Huawei holds nearly 80% of China’s foldable phone market, according to Francisco Jeronimo of IDC EMEA.
- Foldable phones make up 2% of smartphone sales, a share FDM CCS Insight expects to reach 4% within a decade.
Apple has launched the iPhone Duo, its first foldable handset and the most expensive iPhone to date, with UK prices starting at £1,999 and US prices at $1,999. Announced at Apple’s California headquarters, it is the first major iPhone design change in almost 20 years and the first product launch under new chief executive John Ternus.
How much does the iPhone Duo cost?
The iPhone Duo starts at £1,999 in the UK and at $1,999 in the United States, where prices rise to $3,200. The highest starting price for a previous new iPhone was $900 (£664). Apple also announced the iPhone 18 Pro and iPhone 18 Pro Max, priced from $1,199 and $1,299 respectively in the US.
Who is John Ternus?
John Ternus became Apple’s chief executive this month, succeeding long-serving CEO Tim Cook. He spent years as a top executive in Apple’s hardware division and was directly involved in the iPhone Duo’s eight-year development. At the launch he said: “Others have created foldables that just feel like two phones awkwardly stuck together”, claiming Apple’s model “redefine[s] the experience of using a foldable phone”. He described the device as “entirely new and at the same time remarkably familiar. A similar size to your passport, it feels familiar to hold and comfortable to use with one hand.”
How does Apple compare with Samsung and Huawei?
Apple is entering the foldable market relatively late, after South Korea’s Samsung and China’s Huawei. Unfolded, the iPhone Duo resembles a small iPad; folded, it is a wider iPhone. “The real fight is China, where Huawei owns nearly 80% of foldables,” said Francisco Jeronimo, vice president for data and analytics, devices at IDC EMEA. Ben Wood, chief analyst at FDM CCS Insight, said Ternus’s promotion was likely timed “to coincide with what will be arguably one of the biggest iPhone launches for many years”, adding: “Nothing happens by accident at Apple.”
Will the foldable iPhone sell?
Foldable smartphones from Samsung, Huawei and others account for 2% of smartphone sales, and FDM CCS Insight expects that share to reach 4% within the next decade even with Apple in the market. Dipanjan Chatterjee, an analyst at Forrester, said: “The foldable risks becoming a premium-priced ornament in the portfolio, imparting badge value but not meaningful growth.” He said the device could follow Apple’s Vision Pro headset, priced at $3,699, or its Apple Watch, bought by millions of people a year. Carolina Milanesi, an analyst at Creative Strategies, said moving from a traditional phone to a foldable carries a real learning curve. The iPhone is Apple’s top-selling product and accounts for more than half of company sales each year.
What else did Apple announce?
Apple gave more detail on the relaunch of its voice and chat assistant, now called Siri AI. From the iPhone 18, it will search across a user’s phone, including messages and emails, to answer queries and take action on their behalf. Ternus called the AI-enabled capabilities an “intelligent personal hub” and acknowledged Apple would use “the most private details of your daily life”, saying the features run on device or in private remote servers. “Others see that data as something to collect and store,” he said. “Here, not even Apple can access what’s yours.”
Frequently asked questions
How much does the iPhone Duo cost?
The iPhone Duo starts at £1,999 in the UK and $1,999 in the US, where prices rise to $3,200. The previous highest starting price for a new iPhone was $900 (£664).
Who is Apple’s new chief executive?
John Ternus became Apple’s chief executive in September 2026, taking over from long-serving CEO Tim Cook. He previously held a top role in Apple’s hardware division and was involved in developing the iPhone Duo.
Is Apple late to the foldable phone market?
Yes. Apple is entering after South Korea’s Samsung and China’s Huawei, and Huawei holds nearly 80% of China’s foldable market, according to IDC EMEA’s Francisco Jeronimo.
What did Apple announce about Siri?
Apple said its assistant, now called Siri AI, will search across a user’s phone, including messages and emails, from the iPhone 18 onwards. Some features will also come to the new Apple Watch.
With reporting from BBC News.
Stock image, not from the events described. Foldable Smartphones — Ka Kit Pang / Wikimedia Commons (CC BY 3.0)