Apple has launched its most expensive iPhone ever, a foldable device priced at £1,999, marking a major design shift. The iPhone Duo, as it is internally known, represents the first significant change to the iPhone's form factor in nearly two decades. The product is the brainchild of John Ternus, who took over as CEO from Tim Cook this month. Ternus, a long-time hardware executive, has been directly involved in the development of the foldable design, which took eight years to complete.

Ternus described the device as a 'redefinition' of the foldable phone experience, claiming it is 'entirely new and at the same time remarkably familiar.' When unfolded, it resembles a small iPad, and when folded, it offers a wider iPhone-like display. The device is priced at $1,999 in the US, with options reaching up to $3,200. This marks a significant increase from the previous highest starting price of $900 for the latest iPhone model.

Analysts have raised concerns about the foldable's market viability. Francisco Jeronimo of IDC EMEA noted that 'the real fight is China, where Huawei owns nearly 80% of foldables.' Ben Wood of FDM CCS Insight suggested that Ternus's promotion was likely timed to coincide with what he called 'one of the biggest iPhone launches for many years.' Carolina Milanesi of Creative Strategies remarked that the spotlight on Ternus made it feel 'almost like he was a product himself.'

Dipanjan Chatterjee of Forrester warned that the foldable could follow the trajectory of Apple's Vision Pro headset, which was priced at $3,699 and has not achieved widespread success. Chatterjee also compared it to the Apple Watch, which, while popular, is not as widely adopted as the iPhone. The transition from traditional smartphones to foldables presents a learning curve for users, according to Milanesi, who noted that 'the software and the learning curve that you have from moving from a traditional phone to a foldable is real.'

The foldable iPhone is part of a broader strategy to integrate AI into Apple's ecosystem. Starting with the iPhone 18, the device will feature a relaunched Siri AI assistant capable of accessing messages and emails to answer queries and perform tasks. Ternus emphasized that the AI will operate 'on device,' with data remaining private and not accessible even by Apple itself. He stated, 'Others see that data as something to collect and store. Here, not even Apple can access what's yours.'

Despite its high price and potential challenges, the iPhone Duo underscores Apple's continued innovation in mobile technology. The device is expected to compete with existing foldable models from Samsung and Huawei, though its market success remains uncertain. The iPhone has historically been Apple's top-selling product, accounting for more than half of the company's sales. However, the foldable's ability to maintain this dominance will depend on consumer adoption and the effectiveness of its AI features.