Apple has entered the foldable smartphone market with the launch of the iPhone Duo, introducing a new premium device category alongside updated iPhones, Apple Watches and AirPods.
The announcement marks one of the most substantial changes to the iPhone lineup since the product was introduced nearly two decades ago. Beyond the new hardware, Apple is also introducing a leasing option, signaling a broader shift in how the company may approach high-priced consumer devices.
Apple Introduces a New Foldable iPhone Category
The iPhone Duo features a continuous 7.6-inch display when opened and is described as Apple’s thinnest iPhone to date. When folded, its Standby feature can display information such as a bedside clock on the front screen.
The device starts at $1,999, while the highest-priced configuration reaches $3,199. That pricing makes the Duo the most expensive iPhone Apple has released.
To reduce the upfront cost for buyers, Apple is offering a leasing option. For GrowBusinessMag readers, this is a notable business development because leasing could help Apple support faster upgrade cycles while creating a more recurring relationship with customers purchasing premium hardware.
Apple Adds AI and Performance Upgrades
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, priced from $1,199 and $1,299 respectively.
The new models include an AI-enhanced version of Siri, improved camera capabilities, longer battery life and a faster processor. Apple is positioning the iPhone as an increasingly important personal computing platform for artificial intelligence, with privacy remaining a central part of its product strategy.
Updates extend across the wider Apple ecosystem. Apple Watch Series 12 and Apple Watch Ultra 4 will add improved heart-rate sensing, hearing-assistance functions and a readiness score based on sleep, activity and health data.
AirPods 5 will receive upgraded noise cancellation, improved sound quality and live translation features.
Premium Pricing Creates a Key Demand Test
Apple has also increased prices on some older iPhone models by up to $100, reinforcing its premium pricing strategy.
According to the source report, one investment firm estimated that the iPhone Duo could contribute 10% of Apple’s total iPhone revenue next year. However, Apple shares finished the announcement day slightly lower, indicating some investor caution over whether consumers will accept the higher pricing.
Watch Early Sales and Leasing Adoption
Pre-orders for the iPhone Duo begin October 16, with availability scheduled for October 23.
The next major indicators will be pre-order demand, leasing adoption and customer response to the foldable format. Strong early sales could encourage Apple to expand both its foldable product range and financing-based ownership models across future devices.
