Apple has launched its first foldable smartphone, the iPhone Duo, in stores worldwide at a starting price of nearly $2,000, with strong demand quickly exhausting available inventory. The device went on sale on October 23, 2026, marking the technology giant’s entry into a premium smartphone category dominated by rivals including Samsung and Huawei.
The launch has generated significant interest among Apple customers, with pre-orders selling out rapidly and estimated delivery dates moving to late January 2027 within minutes of orders opening. Apple described the initial response as “nothing short of extraordinary,” according to Reuters, as demand exceeded the supply available for the new device.
The company introduced purchasing restrictions to manage limited stock, capping pre-orders at two handsets per customer. In several markets, including China, France, Hong Kong, India and Japan, customers could purchase the device only if they had placed an online order in advance.
Despite the limited availability, the launch attracted customers to Apple stores in several major cities. Buyers queued in locations including Sydney, London, Shanghai and New York to collect pre-orders or try their chances of securing one of the few devices available.
The iPhone Duo represents one of the most significant changes to Apple’s flagship smartphone design since the original iPhone debuted in 2007. The device opens horizontally like a book, transforming from a conventional smartphone into a larger-screen device designed to combine phone and tablet functionality.
Its starting price of $1,999 positions it well above many conventional smartphones and places it firmly in the premium segment. The price reflects the complexity of foldable displays and hinges, alongside Apple’s attempt to differentiate the device through hardware design and integration with its wider ecosystem.
Early reviews have praised the Duo’s design and hinge, which reviewers said makes the crease less noticeable than on some competing foldable phones. However, critics have raised concerns about camera limitations, including the absence of a telephoto lens, as well as software compatibility issues with third-party applications that have yet to be fully optimised for the larger display.
The launch also presents an important test for Apple’s new chief executive, John Ternus, who took over the role in September 2026. The company is seeking new sources of growth as smartphone makers compete for customers willing to pay more for advanced hardware and distinctive features.
Research firm International Data Corporation expects Apple to capture 44% of the foldable-phone market by value and 31% by units in 2026. IDC forecasts that the company could become the market leader in both measures by 2027, although these projections depend on production capacity, consumer adoption and competition.
For customers, the immediate challenge is obtaining the device rather than simply paying its premium price. Apple’s ability to increase supply while addressing early software and hardware criticisms will help determine whether the iPhone Duo becomes a lasting part of its product lineup or remains a niche luxury device.
