Apple has revealed its latest innovation, the foldable phone named Duo, marking a significant evolution in the company’s flagship product. The Duo features a passport-sized design with rounded edges and unfolds into a wide horizontal screen that can also be used vertically. Additionally, there is a smaller screen on the front when the phone is folded, making it the thinnest phone from Apple when open.
Priced at $2,999 as per the company’s announcement, the Duo starts at $1,999 in the U.S., equivalent to around $2,760 in Canadian dollars based on current exchange rates. Pre-orders for the device will commence on October 17, and it will be available for purchase on October 23.
Described as the most transformational change since the original iPhone, Apple’s new CEO, John Ternus, emphasized the innovative design and user experience of the Duo. Ternus criticized existing foldable phones for their limitations in everyday tasks and highlighted the Duo’s custom hinge, dual displays, consistent aspect ratio, and titanium body, aiming to provide an iPad-like experience in a pocket-sized device.
This unveiling event, featuring Ternus as the new CEO, represents a significant revamp of Apple’s flagship product line, comparable to the removal of the physical home button on the iPhone X in 2017. The iPhone remains a cornerstone of Apple’s revenue, generating over half of the company’s sales in the latest fiscal year.
In addition to the Duo, Apple introduced the iPhone 18 Pro and Pro Max models, emphasizing their advanced features and pricing starting at $1,749 and $1,899, respectively. The company also addressed concerns about AI-generated images by introducing the “Apple Reference Image” standard for image authenticity verification, exclusive of the EU and China.
Furthermore, Apple announced updates to its AirPods lineup, including noise cancellation features and enhanced controls, with prices starting at $179. The Apple Watch Series 12 and Apple Watch Ultra 4 were also unveiled as major health-focused upgrades.
Ternus’ role as the new CEO will involve convincing customers of the value of a foldable device priced at around $3,000, setting a new benchmark for a brand known for mass luxury products. The event showcased Apple’s continued commitment to innovation and user-centric technology advancements.