Apple’s newly launched foldable smartphone, the iPhone Duo, is attracting strong consumer interest, with pre-order delivery estimates extending to late January as demand outpaces initial supplies. The device’s market reception is also emerging as an early test for chief executive John Ternus, who introduced the handset shortly after taking charge in September.
The launch could have significant implications for the foldable smartphone market, where established players such as Samsung Electronics and Huawei Technologies have offered premium devices for several years.
Apple described the customer response as “nothing short of extraordinary” and limited pre-orders to two handsets per customer. The company also restricted in-store purchases, resulting in smaller crowds than those typically seen during major iPhone launches.
In China, France, Hong Kong, India and Japan, customers could initially obtain the device only through online orders. In Sydney, buyers began gathering outside an Apple store before it opened at 8am local time on Friday.
Some consumers were willing to pay premium prices to secure the new device. In Australia, a 48-year-old engineer purchased a 512GB model for A$3,899, describing it as a luxury purchase. In Shanghai, customers also queued outside Apple stores despite already owning foldable smartphones from competing brands.
In Hong Kong, one buyer secured a 256GB model, priced at HK$17,499, through an online pre-sale and planned to resell it for a profit.
Early reviews have praised the Duo’s design, sturdy construction and barely visible hinge, addressing one of the longstanding concerns associated with foldable smartphones: the visible crease in the display.
However, reviewers have highlighted several compromises, including the absence of a telephoto camera lens and compatibility issues with third-party applications that have yet to be optimised for the device’s screen dimensions.
Some reviewers have also questioned the phone’s practicality when folded, arguing that its smaller screen may make everyday activities less convenient than on conventional iPhones.
Technology commentators have offered mixed assessments, with some describing the handset as an impressive demonstration of engineering, while others have questioned whether its current features justify the high price for average consumers.
Limited availability could frustrate customers hoping to purchase the device in physical stores. Apple said walk-in availability would vary by market, with restricted supplies expected in the United States, Australia, Canada, Mexico and several European countries.
The launch comes at a time when China’s smartphone market is facing pressure from weak consumer demand and rising memory costs. Despite broader market challenges, Apple has regained market share as some consumers move towards premium devices while others seek more affordable options.
Francisco Jeronimo, vice president at market research firm IDC, said Apple’s entry could help introduce foldable smartphones to a much wider audience, as adoption of the category has remained relatively limited compared with conventional handsets.
IDC forecasts that Apple will account for 44 per cent of the foldable smartphone market’s value and 31 per cent of unit shipments in 2026. The research firm expects the company to become the category leader in both revenue and shipments by 2027.
The long-term success of the Duo will depend on whether Apple can turn the initial excitement into sustained demand, improve product availability and persuade more consumers that foldable smartphones offer a practical alternative to traditional devices.
