Apple launches first £1,999 foldable iPhone under new CEO John Ternus
John Ternus unveiled the iPhone Duo, priced from $1,999 and rising to $3,200, as Apple's first major design change in two decades. The device took eight years to develop following Samsung and Huawei's market dominance.
Apple introduced its most expensive phone ever with the new iPhone Duo, a foldable device starting at $1,999 and reaching $3,200 depending on the configuration. John Ternus, who replaced Tim Cook as chief executive this month, led an eight-year development process for the gadget. The hardware appears like a small tablet when unfolded and resembles a standard iPhone when folded. In California, prices are capped at £1,999, while US customers pay more in both currencies.
Ternus told employees that previous foldable devices felt like two awkward phones joined together. He emphasized his design aims to redefine the user experience by creating something entirely new yet familiar in size and handling. Francisco Jeronimo, a data analyst at IDC EMEA, noted that the real competition comes from China, where Huawei holds nearly 80% of the foldable market share. Ben Wood of FDM CCS Insight suggested Ternus's leadership arrival coincides with significant market activity. Apple enters this sector late after long-standing rivals like Samsung and Huawei established their presence.
