Apple
has launched its most expensive iPhone ever - a foldable handheld that costs at
least £1,999 and marks the first major iPhone design change in almost 20 years.
The iPhone Duo is a gamble by new boss John Ternus, who took over from
long-time chief executive Tim Cook this month. Apple is entering the foldable
phone market comparatively late, following the likes of South Korea's Samsung
and China's Huawei. Ternus told an audience at Apple's California headquarters:
"Others have created foldables that just feel like two phones awkwardly
stuck together." Apple's model, he claimed "redefine[s] the
experience of using a foldable phone". In the US, prices start at $1,999,
but can go up to $3,200. It has taken eight years to develop, something Ternus
was directly involved in after spending many years as a top executive inside
Apple's hardware division. When unfolded, it looks like a small iPad and a
wider iPhone when it is folded. But the product is facing established
competitors. "The real fight is China, where Huawei owns nearly 80% of
foldables." said Francisco Jeronimo, vice president for data and
analytics, devices at IDC EMEA. Altering the design of the iPhone may
address some criticism that Apple has yet to land a major product hit
or truly exciting innovation since the first iPhone came out in 2007. Apple
also revealed on Wednesday the new iPhone 18 Pro and 18 Pro Max, which in the
US start at $1,199 and $1,299 respectively.
BBQ - Is there enough of a market for a foldable phone?
