Apple Unveils iPhone Duo Foldable Phone at Event

Apple is expected to announce its first foldable iPhone Wednesday at its Cupertino headquarters. The event is the first major product launch under new CEO John Ternus.

• $2,000+ is the rumored starting price for the foldable model.
• 40-41% of global foldable phone sales could go to Apple next year, analysts project.
• iPhone 18 Pro and Pro Max prices are also expected to rise $100 each.
• Production is ramping slowly, with output at only a few hundred units daily in late August.

Why it matters: The iPhone accounts for roughly half of Apple's revenue — $209.6 billion in the most recent fiscal year. A foldable model is the company's bid to win high-spending customers and expand a niche market Samsung has led since 2019.

• Ternus, previously Apple's hardware chief, has kept a low public profile; Wednesday is his first extended public address as CEO.
• Apple's Vision Pro drew a cautionary parallel: premium pricing requires a compelling use case, analysts note.

How 43 sources split on this story

Where they split: Coverage divides on whether the foldable iPhone's price and limited supply will drive a genuine upgrade cycle or prove too steep for consumers already under cost pressure.

What’s next: Standard iPhone 18 and lower-priced models are expected to launch in spring 2027.

• Wall Street will listen for signals on Apple's AI direction under Ternus.
• Will Apple brand the device 'iPhone Ultra,' 'iPhone Duo,' or something else entirely?
• Can Apple match competitors on dust and water resistance, where Google's Pixel 10 Pro Fold currently leads?
• Will carrier trade-in promotions be large enough to offset a $2,000-plus price for mainstream buyers?