Apple Unveils First Foldable iPhone as New CEO Takes the Stage

Apple entered the foldable smartphone market Wednesday, unveiling its first bending iPhone alongside updated premium phones, watches, and AirPods in the company’s first major product launch under new CEO John Ternus.

The iPhone Duo, a $1,999 foldable device, was the centerpiece of Apple’s annual September showcase. The phone opens to reveal a 7.6-inch display and supports split-screen multitasking and the Apple Pencil, giving users more room for video, productivity, and other apps while still folding into a smaller device for carrying.

The launch represents Apple’s long-awaited entry into a category that rivals Samsung and Huawei have spent years developing. Foldable phones still account for less than 5% of global smartphone sales, but analysts expect Apple’s arrival to bring more attention to the format and intensify competition at the high end of the market.

Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, starting at $1,199 and $1,299. The new models include faster processors, camera improvements, longer battery life, and additional artificial intelligence features. Apple continued to emphasize privacy in its AI strategy, using on-device processing and its Private Cloud Compute system for some more demanding tasks.

The event marked another transition for one of the world’s most influential technology companies. Ternus, Apple’s longtime hardware engineering chief, became CEO on Sept. 1, succeeding Tim Cook. Wednesday’s presentation offered the first major glimpse of how Apple will market its products under its new leader.

Although competitors have sold foldable phones for years, Apple has frequently waited for emerging technologies to mature before entering a market. Samsung released its first Galaxy Fold in 2019, while other manufacturers experimented with clamshell, book-style, and even tri-fold designs. Durability, battery life, screen creases, and high prices have helped keep foldables from reaching mass-market adoption.

Apple is betting its ecosystem of software, services, and devices can help broaden the appeal.

The company also refreshed its wearable lineup with the Apple Watch Series 12 and Apple Watch Ultra 4. The Series 12 introduces a new health-sensing system, while the Ultra 4 extends battery life and is designed for athletes and outdoor users. Apple separately announced new health and fitness features powered by Apple Intelligence.

AirPods 5 also debuted Wednesday, featuring a redesigned acoustic system and improved active noise cancellation. Apple says the new earbuds offer as much as 1.5 times the noise cancellation of the previous generation.

The iPhone Duo will begin at $1,999, making it Apple’s most expensive iPhone. Preorders for Apple’s new phones begin Sept. 12, while the Duo is scheduled to reach customers Oct. 23.

For Apple, the Duo is both a new product and a test of a familiar strategy: entering an established category later than rivals and trying to turn it into something considerably more mainstream.