The Zhitong Finance App learned that Apple (AAPL.US) has only made minor adjustments to its profit engine iPhone for nearly 20 years. This situation will change on Friday — the company will start selling the first folding phone, the iPhone Duo, and is betting that the device can boost the smaller folding screen market just as the iPhone changes the smartphone market.
The market's initial reaction to the iPhone Duo may be an early test for Apple's new CEO John Turnus. Tenus, who previously served as hardware director, took over as CEO in September, released the iPhone Duo just over a week after taking office. This product may also have a significant impact on market segments such as Samsung Electronics and Huawei that have been selling high-end folding screen phones for many years.
Notably, pre-sale demand appears to be strong. Within minutes of the opening of pre-sale last Friday, Apple's estimated delivery date for the iPhone Duo has been delayed until the end of January, with demand exceeding supply. Apple called the customer response “extraordinary.”
Early reviews, however, were mixed. Reviewers praised the $1999 phone for its high-end design, strong and almost invisible hinges — a major breakthrough for a folding screen phone that has long been plagued by obvious creases. However, reviewers also pointed out that the iPhone Duo has made compromises on the camera, including the lack of a telephoto lens, and third-party apps still need to be re-adapted to the new screen size, which may disappoint some buyers. They also pointed out that the iPhone Duo is smaller when folded, making it inconvenient to complete many of the quick tasks that most users perform on a standard iPhone every day. As a result, many well-known reviewers have advised many Apple customers not to buy the Duo.
John Gruber, a commentator who has been following Apple for a long time, wrote in the review that it was “fun” to try Duo for a week, but it felt like using an “extremely exquisite prototype rather than a finished product I wanted to buy and carry.” Tech commentator Marques Brownlee (MKBHD) said in a YouTube review that if you're just a regular user, “the answer is probably don't buy it”; but if $2,000 doesn't mean anything to you and you like this idea, “it's a very fun phone” after adapting to the learning curve and getting used to not having face recognition.
On the supply side, limited inventory may disappoint Apple fans queuing up outside the store to buy Duo. Apple told Reuters that in-store purchase inventory varies from country to country; in the US, Australia, Canada, Mexico, and most parts of the UK and Europe, inventory is limited; in China, France, Hong Kong, India, and Japan, only customers who book online can buy. In Macau, the iPhone Duo is only sold to in-store customers, and social media posts and media reports show that fans have lined up several hours early.
Francisco Geronimo, vice president of market research company IDC, said that folding screen phones have become a mature category over the years, but the adoption rate is still relatively limited compared to traditional smartphones, and Apple's entry may bring this form to a wider audience. IDC predicts that in 2026, Apple will account for 44% of sales in the folding screen market with 31% of shipments; by 2027, Apple will become the market leader in this category in terms of both sales and shipments.
After using Duo for a week, Geronimo said, “Apple has given a compelling reason for this pattern.” He added that the next test is to turn excitement into supply, adoption, and open a lasting new chapter in the smartphone market.