Apple Launches First Foldable iPhone Under New CEO

Apple officially entered the foldable smartphone market on September 9, 2026, unveiling its first foldable iPhone at a product event that also marked the debut of new CEO John Ternus. The device, expected to be named the iPhone Duo, features a book-style design with a 5.5-inch external display that opens to reveal a larger 7.6- to 7.8-inch internal screen. This launch signifies Apple's entry into a segment where competitors like Samsung and Google have already established a presence. The foldable iPhone is positioned as a premium product, with estimated prices ranging from approximately $2,000 to $2,500, and higher storage configurations potentially nearing $3,000. Exact starting prices remain a point of discussion, with some reports indicating a figure around $2,000 and others suggesting $2,300 to $2,500. Sales are anticipated to begin in October 2026, though initial supply is projected to be limited, with some supply chain reports suggesting production was only a few hundred units per day in late August. Alongside the foldable device, Apple also introduced updated iPhone 18 Pro and iPhone 18 Pro Max models.