Apple’s iPhone Duo boosts foldable demand — including for Samsung

Apple ↗ 0.85% has officially entered the foldable smartphone market with the iPhone Duo, unveiled on September 9 by new CEO John Ternus at the company's Cupertino headquarters — his first keynote just nine days into the job. Starting at $1,999 in the US, the device features a 5.4-inch external display and a 7.6-inch foldable OLED internal screen, with pre-orders opening October 16 and availability beginning October 23.facebook+3

IDC analysts forecast Apple will ship roughly 10 million units within the first 12 months, generating an estimated $27 billion in revenue. That projection would represent about 6% of Apple's expected fiscal 2026 revenue and could hand the company roughly 30% of the foldable market this year, rising to 40% by 2027.appleinsider+2

Sticker Shock and a Samsung Windfall

The iPhone Duo's pricing has already stirred debate. While the US base model sits at $1,999, configurations climb to $3,199 for the 2TB option. In Australia, where the device carries a $3,499 price tag, retail sources report that demand for Samsung's Galaxy Z Fold 8 — available at $2,699 — has jumped after Apple's announcement. In South Korea, Samsung's Galaxy Z8 series set a pre-sale record of 1.44 million units in its first week, and foldable sales there reportedly climbed around 10% following the iPhone Duo reveal.mk+2

"Apple's biggest contribution may have little to do with specifications," Australian outlet ChannelNews observed, noting that the iPhone Duo has generated enormous new attention around foldable smartphones and exposed consumers who previously ignored the category.channelnews

iPhone 18 Launch Overshadowed

The foldable's shadow loomed even over Apple's own iPhone 18 Pro launch on September 19 in South Korea. As reported by The Korea Herald, customers arriving at Apple's Myeong-dong store to collect the iPhone 18 Pro were openly weighing whether they should have waited for the Duo instead. One buyer cited durability concerns and the similarity between the Duo's unfolded screen and the Pro Max display as reasons he opted for the conventional model.borneobulletin

Still, around 150 people queued before the store's 8 a.m. opening, with one customer waiting 13 hours overnight. IDC's Francisco Jeronimo suggested the Duo could stimulate more frequent upgrades by introducing "novelty" that attracts high-end consumers willing to pay premium prices. Meanwhile, the rising cost of components like DRAM memory — up fivefold in a year due to AI demand — is pushing electronics prices broadly higher, prompting some younger consumers to turn away from premium devices altogether.ilsole24ore+2