- On September 11, 2026, Apple Inc. launched the foldable iPhone Duo with a premium starting price of $1,999.
- During the Cupertino launch event, Apple demonstrated the device running Zoom, Slack, and Netflix on its expanded display.
- Analysts questioned the device's appeal beyond wealthy tech enthusiasts, highlighting Apple's lack of clarity on the target buyer.
- CEO John Ternus stated that the larger display could turn the device into a personal AI hub.
- Counterpoint Research estimates that Apple could sell close to 6 million iPhone Duo units by year-end, capturing roughly one-quarter of the global foldable market.
- Omdia forecasts 22.3 million global foldable shipments in 2026, expecting the largest year-over-year increase since 2021.
- IDC expects foldables to account for less than 3% of global smartphone shipments in 2026, with Samsung controlling about 40% of the foldable market.
- Counterpoint Research's Neil Shah remarked that Apple showed a "lapse in positioning," while analyst Carolina Milanesi noted the company's avoidance of clearly identifying the buyer.
Apple Inc. launched its foldable iPhone Duo on September 11, 2026, with a starting price of $1,999. The device features an expanded display capable of running applications like Zoom, Slack, and Netflix, but analysts expressed skepticism about its market appeal beyond wealthy tech enthusiasts.12
Creative Strategies analyst Carolina Milanesi noted, "Apple doesn't usually define who the buyer is, but in this case specifically, they really shied away from it." This lack of clarity raises questions about the target demographic for the iPhone Duo, especially as Counterpoint Research estimates that Apple could sell close to 6 million units by year-end, potentially capturing one-quarter of the global foldable market.5611
CEO John Ternus emphasized the device's potential as a personal AI hub, which could enhance its appeal. However, IDC forecasts that foldables will account for less than 3% of global smartphone shipments in 2026, a figure that is not expected to change significantly in 2027, even with Apple's entry into the market. Meanwhile, Samsung continues to dominate the foldable segment, controlling about 40% of the market since launching its first foldable phone in 2019.4
As the foldable smartphone category evolves, Apple's launch is anticipated to produce the largest year-over-year shipment increase since 2021, according to Omdia.78
“Counterpoint Research estimates Apple could sell close to 6 million units by year-end, giving it roughly one-quarter of the global foldable market. However, IDC expects foldables to remain under 3% of smartphone shipments in 2026, with Samsung still controlling about 40% of the market.”
Yahoo Finance
