[Iphone, Apple, Phone image, Photo Credit to Pixabay]

On 10th September 2026, Apple introduced its first foldable iPhone, the iPhone Duo, in response to the surging trend of foldable mobile devices following the first release of foldable phone, Galaxy Fold from Samsung in 2019. 

Apple introduced iPhone Duo as a compact and pocketable device, featuring a 5.4 inch outer display and 7.6 inch inner display providing large screens for visual contents.

The phone is available in two colors, Star White and Night Sky.

The iPhone Duo runs on Apple’s proprietary Artificial Intelligence (AI) operational system iOS 27, featuring Apple Intelligence and Siri AI. 

According to MacRumors, Apple managed to produce a few hundred units of the product model to maintain high quality standards in late August, while the media showed concerns on meeting the surging market demand with the initial volume of the product. 

As consumer demand increases and the competition intensifies, the AI experience development will become a critical factor in driving demand. 

Despite Apple’s new features, Samsung maintains several advantages in foldable smartphone design, particularly in portability and weight.

Seoul Economic Daily commented, “the iPhone Duo also lags on portability, a chronic weakness of foldables. At 254 grams and 5.2 millimeters thick, it is about 10% to 20% heavier and thicker than both the Galaxy Z Fold8, at 201 grams and 4.5 millimeters, and the Galaxy Z Fold8 Ultra, at 215 grams and 4.1 millimeters.”

Ben Wood, the chief analyst at CCS insight, stated that Apple entered the market at the good timing as the maturity of the product reaches a certain level, so that the new design introduced by Apple becomes more refreshing and sensational to the market demand. 

According to the Trendforce, Samsung is projected to hold 35.1% of market share, dominating the market for 7 years, while Apple is forecasted to take 24.8% share of the market in 2026, making Apple the second-largest brand behind Samsung. 

The CNA reported, “Samsung put up billboard advertisements in major cities including Seoul, Tokyo and London, with slogans such as "Welcome to Foldables" and "The World's Lightest Fold," highlighting the thin and light design of its devices.”

Samsung highlighted the long-standing effort to improve the quality of the hinge part of the foldable phone and to reduce the weight of the phone, while Apple’s new CEO John Tenus criticized the existing foldable phone design as “two phones awkwardly hinged together”. 

However, as Samsung carries continuous development to counter the limited design of foldable phones, they introduced a trifoldable phone, Galaxy Z trifold in December 2025. 

With a double hinge and bigger screen, Samsung aims to offer distinct features that would cover up the drawback of heavy and stiff hinges and provide consumers with innovative designs that go beyond the frame of a foldable phone with better technologies along with Artificial Intelligence experience. 

Moreover, Medium reported “Samsung’s display division profits on every Duo sold, even as its mobile division competes against it,” as “ Samsung Display has reportedly signed a three-year exclusive deal to supply the Duo’s foldable panels, at around $250 each, though Apple has not confirmed these figures.”

If the reported agreement is accurate, Samsung’s display business could benefit from Apple’s foldable smartphone sales, even as Samsung’s mobile division competes with the iPhone Duo.

The same report claims that the iPhone Duo will also first introduce Samsung’s newer OLED M16 mobile display, while, ironically, Galaxy Z fold sticks with the older model: M13 panel. 

However, these technical specifications and supply arrangements have not been independently confirmed and necessitate further verification.

“This move is likely to boost category awareness and drive consumer interest,” Francisco Jerenimo, the vice president of client devices at International Data Corporation (IDC), stated, mentioning that “Apple tends to be a catalyst for mainstream adoption of new categories.” 

Jerenimo added, “Although foldables will continue to be a niche segment from a volume perspective, it will become a relevant value driver for most vendors offering foldables, as average selling prices will be 3 times higher than a standard smartphone.”