Apple is poised to introduce its first foldable iPhone, dubbed the iPhone Duo, with a starting price of $1,999. While some configurations with higher storage could reach up to $3,000, this initial price point is lower than many analysts had predicted, with rumors suggesting prices as high as $2,499. The company is reportedly absorbing some of its typical margins to keep the device competitive with Android foldables, which can be priced as low as $1,800.
In addition to the foldable device, Apple is also expected to raise prices for its iPhone 18 Pro and iPhone 18 Pro Max models by $100, setting a new starting price of $1,199. This marks a significant shift as the iPhone has previously avoided price hikes despite increases across other Apple products like Macs and iPads due to rising memory component costs. Analysts like Mark Gurman from Bloomberg indicate that while a $100 increase is notable, it's less aggressive than the $300 price jumps some had feared.
This launch marks a high-stakes moment for Apple's new CEO John Ternus, who is fronting this product release in his second week. The foldable iPhone has been in development for at least eight years, and its introduction aims to revive consumer interest in a saturated smartphone market. While foldable devices currently constitute only about 2% of global smartphone sales, analysts at IDC project that Apple's entry will make foldables the only segment of the market to grow in 2026, with Apple capturing a 40% market share by 2027. UBS analyst David Vogt expects Apple to sell at least 10 million foldables in the first year, matching Samsung's sales from the past 12 months, which could significantly lift the average price of iPhones globally.
