Apple began selling its first foldable smartphone, the iPhone Duo, on Friday, entering a market led by established competitors. The device was unveiled in September by John Ternus, shortly after he became Apple’s chief executive. Its reception could shape the company’s early direction under its new leader. Samsung and Huawei have offered premium foldable phones for several years, but demand for the category remains limited compared with regular smartphones. Pre-orders opened the previous Friday and quickly exceeded available supply. Within minutes, estimated delivery dates had moved to late January. Apple described the customer response as extraordinary and limited pre-orders to two devices per customer.
The company also restricted walk-in purchases. In China, France, Hong Kong, India and Japan, customers could obtain units only if they had ordered online. In Sydney, shoppers lined up outside an Apple store before it opened at 8am local time. The phone carries a premium price. One buyer in Australia paid A$3,899 for the 512GB model. In Hong Kong, the 256GB version sells for HK$17,499. Limited supply may make the device difficult to find in several markets.
Early reviews have praised the Duo’s design and its sturdy hinge, which reviewers say is barely visible. Reducing the screen crease has long been a challenge for foldable phones. However, reviewers have also pointed to several drawbacks. The camera system lacks a telephoto lens, while some third-party apps still need updates for the larger display. Reviewers have also said the device feels less convenient when folded than a standard iPhone. Some recommend it mainly for people who want to try a new form factor and can afford its high price.
Availability remains another concern. Apple said walk-in stock would vary by country, with limited supplies expected in the United States, Australia, Canada, Mexico, Britain and much of Europe. High demand could frustrate customers who hope to buy the phone in stores. Market researchers see a possible shift ahead. IDC expects Apple to capture 44 per cent of foldable phone market value in 2026, representing 31 per cent of units. The firm forecasts that Apple could lead the category by both value and shipments in 2027.
Apple launches into foldable market as iPhone Duo sales begin, but its long-term success will depend on more than launch excitement. Wider availability, practical features and sustained consumer interest will determine whether the Duo expands the foldable market for Apple.
