Apple Enters Foldable Market With iPhone Duo

Apple has officially entered the competitive foldable smartphone market with the unveiling of its first device in the category, the iPhone Duo. The company announced the new device on September 9, 2026, a move that has prompted a swift, albeit indirect, response from Samsung, a long-standing leader in foldables. The iPhone Duo, priced starting at $1,999 in the United States, features a 7.6-inch inner folding display and a 5.4-inch outer screen. It is powered by Apple's A20 Pro chip and includes a dual 48-megapixel rear camera system. Apple claims the device offers up to 31 hours of video playback on the inner screen, and it carries an IP68 rating for dust and water resistance. Preorders for the Duo are scheduled to begin on October 16, with sales commencing on October 23. Samsung, which has been selling foldable phones since 2019 and launched its Galaxy Z Fold 8 in August for $1,899, responded to Apple's entry with a public relations campaign. Billboards in major cities and social media posts from Samsung touted slogans such as "Welcome to Foldables" and "The Worlds Lightest Fold," while also posting taunts like "reheating our leftovers" and "So far, so same.