Apple finally enters foldable smartphone market

Apple has entered the foldable smartphone market with the launch of its first foldable iPhone, the iPhone Duo, as the company seeks to compete with rivals that have already established themselves in the category.

According to a report by CNN.com on Thursday, September 10, 2026, the device was unveiled at Apple’s biggest product event of the year. It carries a starting price of $1,999 and will go on sale on October 23.

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The Duo opens into a 7.6-inch display and folds into a smaller device with a 5.4-inch outer screen. Apple said the phone is its thinnest iPhone when fully opened and is designed for gaming, viewing and multitasking.

Apple has also redesigned iOS to make better use of the larger display. The phone supports Apple Pencil input, giving users another way to interact with the device.

The move puts Apple in direct competition with companies such as Samsung and Google, which have already released several foldable smartphones. Apple is now hoping its hardware design, software and wider ecosystem will convince consumers to pay a premium for the new device.

Alongside the Duo, Apple unveiled the iPhone 18 Pro and iPhone 18 Pro Max, starting at $1,199 and $1,299, respectively. Both models come with the new A20 Pro chip and a 48-megapixel Fusion Main camera with variable aperture.

The company said the Pro Max offers the biggest battery-life improvement in iPhone history, while the new camera system gives users more control over photography and video.

Pre-orders begin on September 12, with sales starting on September 18, 2026.

Apple also used the event to strengthen its wider device ecosystem with new Apple Watch and AirPods models. The Apple Watch Series 12 and Ultra 4 come with a new Health Sensing System, while the AirPods 5 introduce active noise cancellation, improved sound and Live Translation.

The event was also an important moment for John Ternus, who became Apple’s CEO on September 1 after succeeding Tim Cook. It was his first major product keynote as chief executive, with the foldable iPhone making the event a major test of Apple’s next phase of product development.

ANAS/MA

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