New CEO, New Era: Apple Enters Foldable Age With $2,000 Duo Foldable and iPhone 18 Pro

Apple has made a dramatic entry into the foldable smartphone market, unveiling the iPhone Duo, a book-style foldable device, alongside its new iPhone 18 Pro and iPhone 18 Pro Max at its latest product event.

The surprise unveiling marks a major expansion of Apple’s iPhone lineup, with the company positioning the foldable model as a premium device designed to offer a larger, more versatile screen experience.

The iPhone Duo, a name used by Bloomberg’s Mark Gurman, is expected to start at around $2,000 and will be available in white and dark blue finishes. The device is designed around a dual-screen format, allowing users to handle multiple tasks simultaneously. It will also support the Apple Pencil, further pushing the foldable iPhone toward productivity and creative uses.

Apple is expected to begin shipping the foldable model as early as October, putting it among the company’s most expensive consumer devices.

Alongside the foldable, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max, which also come with significant upgrades. The new Pro models carry a $100 price increase, with the iPhone 18 Pro starting at $1,199 and the Pro Max at $1,299.

Among the headline changes is a smaller Dynamic Island, giving the display a cleaner appearance while retaining Apple's interactive interface. Apple has also focused on camera improvements and enhanced cooling, features aimed at users who demand greater performance from their smartphones.

The event also included updates to the Apple Watch and AirPods 5, broadening the company's latest hardware push beyond the iPhone.

The announcements come under new CEO John Ternus, adding further significance to an event that signals Apple’s direction for its next generation of consumer devices. With the iPhone Duo, Apple is now taking a direct step into the increasingly competitive foldable-phone market while continuing to push its flagship iPhone line further up the premium segment.