Although entering the market seven years after Samsung pioneered the category, the Cupertino-based tech giant is projected by research firm IDC to capture roughly a third of global demand, reshaping competitive dynamics worldwide and in China.

Broadcast from the Steve Jobs Theater in California, the launch highlighted the device's design philosophy. "Others have created foldables that just feel like two phones awkwardly stuck together," Ternus noted, emphasising the company's goal to deliver a large display that feels "as natural and intuitive as the iPad." Roughly the size and shape of a passport when closed, the titanium-built iPhone Duo features a 7.6-inch internal display and a 5.4-inch external screen, and will be available in "star white" and "night sky" finishes starting October 23 across 70 countries.

Priced from $1,999—slightly above Samsung's $1,899 Galaxy Z Fold8—the Duo introduces a versatile multi-camera system including an internal lens, two rear lenses, and an external front-facing lens capable of simultaneous use when the device is fully open. To support consumer adoption, Apple also introduced a new monthly leasing program dubbed Apple Upgrade, allowing customers to spread payments across one or two years.