Apple executives demonstrated the iPhone Duo running a range of apps, including Zoom, Slack and Netflix, on its expanded display. The presentation focused on the device’s potential for work, content creation and entertainment.
New Apple CEO John Ternus highlighted the “larger display that feels as natural and intuitive as iPad”, saying it would open possibilities for the iPhone Duo to serve as a user’s personal AI hub.
However, analysts noted that Apple did not clearly define who it expects to buy the foldable phone.
“Apple doesn't usually define who the buyer is, but in this case specifically, they really shied away from it,” said Carolina Milanesi, an analyst at Creative Strategies.
Analysts said Apple’s brand cachet is enough to support strong initial sales of the iPhone Duo. But they warned that once the initial euphoria fades, the device’s high price and Apple’s lack of a clear vision for its target buyer could leave it confined to a niche of wealthy early adopters, a pattern that has affected the foldable phone category since its launch.
Foldable phones are on track to account for less than 3% of the global smartphone market in 2026, according to research firm IDC, which also does not expect the figure to change much in 2027, even with Apple’s entry.
“Definitely there was a little bit of a lapse in positioning,” said Neil Shah, vice president of Counterpoint Research. “From our end, it was not clear whether it’s for work or play, but I think what iPhone has always stood for is being a versatile device.”
The question of purpose has become central to Apple’s latest product. By choosing a broad marketing strategy, Apple did not articulate the intended audience it envisioned would spend $3,199 on the phone in the U.S. with the highest storage option.
The contrast with Apple’s earlier product launches was also notable. When Apple co-founder Steve Jobs launched the iPad in 2010, he framed the tablet computer as forging a new category as a supercharged media and entertainment consumption device.
For the iPhone Duo, Apple’s broader positioning leaves open the question of whether its expanded display and premium price will establish a wider market beyond affluent early adopters or keep the foldable phone within its existing niche.
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