Apple revealed a foldable iPhone today.
It is called the iPhone Duo, it starts at $1,999, and it does not reach stores until Oct. 23. That last date is the one that matters. The rest of the lineup, the iPhone 18 Pro at $1,199 and the 18 Pro Max at $1,299, opens for preorder Sept. 12 and lands in stores Sept. 18. The foldable makes you wait five more weeks after that.
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What the Duo Actually Does
It opens to a 7.6-inch screen, which Apple puts at 80% larger than the one on the 18 Pro. New CEO John Ternus called it the “largest display ever on an iPhone, yet fits into your pocket.” The extra glass is there to run two things at once, either two apps or two windows, for something like shopping one against the other. You can also write on it with an Apple Pencil, a feature Apple had reserved for the iPad. Apple’s own listing sells it as foldable, posable and durable, in two colors called Star White and Night Sky.
Apple is not first here. Samsung, Motorola and Google have already brought out folding phones. Forrester analyst Dipanjan Chatterjee told the AP that “foldables still represent a minuscule share of the smartphone market,” and that the test is whether Apple grows that market rather than just enters it.
View this post on InstagramA Global Chip Shortage Is in the Price
A shortage of memory chips is part of why the iPhone 18 costs about $100 more than earlier generations. For comparison, last year’s iPhone 17 lineup runs from $799 to $1,999 depending on the model.
What the extra money buys on the Pro Max is 45 hours of video playback, manual camera controls, and focus tracking that holds on one moving subject, the kind of thing that matters at a kid’s soccer game. Siri gets the AI work, and Apple sold it on privacy and security, which is the argument it keeps making against rivals who are further along on AI. Apple has separately warned iPhone owners about a FaceTime scam that drains bank accounts.
He Closed With a Line That Was Not His
Ternus took the job from Tim Cook on Sept. 1, eight days ago. He gave this keynote at the Steve Jobs Theater.
He worked through the watches, the AirPods and the Siri updates, then stopped and said “actually, there is one more thing.” That is Jobs’ line. Jobs took it from Columbo.
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