In just his second week as Apple’s CEO, John Ternus unveiled the company’s first major iPhone design change since the device debuted nearly two decades ago.
Ternus, who succeeded Tim Cook, appeared at Apple’s annual launch event on Wednesday, September 9, presenting the company’s first foldable iPhone against a backdrop featuring large images of the new device.
Duo Becomes Apple’s Largest and Priciest iPhone
Named the Duo, the smartphone features a notebook-style design and is the largest iPhone Apple has ever introduced. It is also Apple’s most expensive model, starting at $1,999 in the U.S. and reaching $3,200. In Brazil, pre-orders are scheduled to begin on October 16, with prices starting at R$21,999.
According to Ternus, the Duo draws inspiration from the iPad, while its folding mechanism is designed to feel smooth and intuitive.
The foldable iPhone has reportedly been under development internally at Apple for several years. When opened, the Duo resembles a compact iPad; when folded, it takes the form of a wider iPhone.
During the presentation, Ternus said Apple wanted its foldable phone to stand out from existing models. He criticized competing designs for resembling “two phones glued together,” which can make the larger display feel smaller than expected.
According to Ternus, the Duo combines “a series of extraordinary innovations” intended to transform the foldable smartphone experience.
Apple’s CEO also played a direct role in developing the foldable iPhone. Before replacing Tim Cook, he spent several years leading Apple’s hardware division.
Ben Wood, chief analyst at technology research firm CCS Insight, suggested that John Ternus’s appointment as Apple CEO may have been strategically planned to coincide with what could become one of the company’s biggest iPhone launches in years.
“Nothing happens by chance at Apple,” Wood remarked.
Carolina Milanesi, an analyst at Creative Strategies who attended Wednesday’s presentation, noted that the attention given to Ternus made him appear “almost as if he himself were a product.”
The new iPhone design may also be Apple’s response to criticism that the company has not delivered a major breakthrough or a truly exciting innovation since the original iPhone debuted in 2007.
Foldable iPhone Could Become a Luxury Product
However, Forrester analyst Dipanjan Chatterjee warned that the foldable iPhone could become more of a luxury product than a major growth driver, offering prestige without significantly increasing sales.
Until now, the highest starting price for a newly launched iPhone had been $900 (approximately R$4,600). Apple’s iPhone 18 Pro and Pro Max start at $1,199 and $1,299, respectively. In Brazil, prices begin at R$11,999 and R$12,999.
Chatterjee compared the foldable iPhone’s potential trajectory to that of Apple’s Vision Pro headset. Launched at $3,699 (approximately R$18,900), the headset struggled to attract consumers and is not officially available in Brazil. The Duo could instead follow the Apple Watch model, selling millions despite being less popular than the iPhone.
Another challenge could be consumers’ familiarity with the traditional iPhone experience. Milanesi pointed out that although foldable devices attract considerable curiosity, users may need time to adapt to their software and learn how to transition from a conventional smartphone to a foldable model.
Wood pointed out that foldable smartphones from manufacturers such as Samsung and Huawei currently represent only about 2% of global smartphone sales. Although Apple’s entry could increase consumer interest in foldable devices, FDM CCM Insight estimates that they will account for just 4% of the overall smartphone market over the next decade.
The iPhone remains Apple’s top-selling product, generating more than half of the company’s annual revenue.
iPhone Demand Reaches Record Levels
In recent quarters, Apple has emphasized that iPhone demand has reached record levels, with its latest model becoming the most successful product launch in the company’s history.
Apple also provided new information about its revamped voice and conversational assistant, now known as Siri AI.
Beginning with the iPhone 18, Siri AI will be able to search information stored on users’ devices, including messages and emails, allowing it to find specific data, answer questions, and complete tasks on their behalf.
Some of these Siri AI capabilities will also come to the latest Apple Watch. Users will be able to record and transcribe conversations, as long as they activate the feature.
Ternus described the iPhone’s new AI functions as an “intelligent personal hub”, while acknowledging that the technology could handle some of the most private aspects of people’s everyday lives.
Siri AI Keeps User Data Protected
He stressed, however, that users’ information would remain protected. According to Ternus, many AI functions will run directly on the device rather than through external companies. When necessary, external services will securely process the information on a remote server or in the cloud.
Ternus contrasted Apple’s approach with companies that treat personal information as something to collect and store, emphasizing that even Apple would not be able to access users’ private data.
Read the original article on: bbc
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