Apple’s $1,999 Foldable iPhone Sparks Debate Over Who It’s Really For

Apple’s new foldable iPhone Duo debuted this week starting at $1,999, with the top storage model reaching $3,199. The device impressed at its Cupertino launch, running apps like Zoom, Slack and Netflix on an expanded display. New CEO John Ternus pitched it as a personal AI hub with a screen as intuitive as an iPad. Yet analysts noted Apple avoided naming a specific target buyer, unlike past launches such as the iPad or Apple Watch, which had clear positioning from day one.

Sales Expected Despite Niche Market

Foldables remain under 3% of the global smartphone market, according to research firm IDC. Still, Counterpoint Research expects Apple to sell close to 6 million units by year-end on brand loyalty alone, giving it roughly a quarter of the global foldable market.

Samsung, the category leader since 2019, holds 40% market share and recently launched a redesigned foldable, mocking Apple’s entry as “reheating leftovers.”