During the launch event in Cupertino, California, new Apple CEO John Ternus positioned the device as a potential personal AI hub, emphasizing that the larger screen offers an intuitive experience similar to an iPad. Despite these technical demonstrations, analysts noted a lack of specific messaging regarding the intended consumer base, leaving some to wonder if the device is primarily aimed at creative professionals or casual users.
Market Positioning and Pricing Concerns
The high cost of the iPhone Duo, which can reach $3,199 for the highest storage configuration, has drawn scrutiny from market experts. Carolina Milanesi, an analyst at Creative Strategies, observed that Apple appeared to avoid defining a specific target buyer during the presentation. This ambiguity stands in contrast to previous product launches, such as the iPad or the Apple Watch, which were marketed with clear use cases in media consumption, professional creativity, or health and fitness.
Neil Shah, vice president of Counterpoint Research, suggested that while Apple’s brand strength will likely drive initial interest, the company’s broad marketing approach may struggle to sustain long-term growth. Analysts point to the broader foldable category, which has historically struggled to move beyond a niche audience. Data from IDC indicates that foldable phones are projected to account for less than 3% of the global
Competitive Landscape and Sales Projections
Despite concerns over the device's positioning, analysts expect Apple to see strong initial sales driven by existing brand loyalty. Counterpoint Research estimates that Apple could sell approximately 6 million units by the end of the year, potentially capturing a quarter of the global foldable market. Bob O’Donnell of TECHnalysis Research noted that the device is likely to be viewed as a status symbol, which may bolster demand among Apple enthusiasts despite the high price point.
Apple enters a market currently dominated by Samsung, which has been producing foldable devices since 2019 and currently holds a 40% market share. Other competitors, including Google and Huawei, also maintain a presence in the sector. While the market for foldables has seen slower growth in recent years, research firm Omdia projects that Apple’s entry will provide a significant boost to total shipments, forecasting 22.3 million units for the global market by 2026.
