Apple’s first foldable iPhone, the iPhone Duo, has arrived with a starting price of $1,999 in the U.S., but its high cost is raising questions about who the device is actually designed for.
At its launch, Apple highlighted the foldable iPhone’s larger display and its ability to support work, entertainment and content creation through apps such as Zoom, Slack and Netflix. The company also presented the device as a potential personal AI hub, positioning it as a versatile premium smartphone.
However, analysts say Apple has not clearly defined the phone’s target audience. With foldables expected to account for less than 3% of the global smartphone market in 2026, the Duo could remain largely a niche product for wealthy consumers and Apple loyalists.
Despite those concerns, Apple’s brand strength could drive strong early demand. Counterpoint Research estimates Apple could sell nearly 6 million units by the end of 2026, potentially giving it a significant share of the still-growing foldable market.
The bigger challenge will be whether Apple can convince mainstream consumers that a foldable iPhone offers enough practical value to justify its premium price—or whether it becomes primarily a luxury and status symbol.
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