The iPhone Duo arrives in global markets with strong consumer interest but mixed reviews, testing Apple’s ability to challenge established foldable-phone makers Samsung and Huawei.
SYDNEY/SHANGHAI/LONDON, October 23, 2026 — Apple launched its first foldable smartphone, the iPhone Duo, in stores worldwide on Friday, with a starting price of approximately $2,000 and limited availability. While consumer interest remained strong, the launch lacked some of the massive queues and overnight crowds that characterized earlier iPhone releases.
From Singapore and Shanghai to London and San Francisco, customers lined up to purchase the new device, but sales restrictions and scarce inventory limited access. Apple’s estimated delivery dates had already slipped to late January within minutes of preorders opening a week earlier.
The company described the response as extraordinary. It limited preorders to two devices per customer and restricted in-store purchases in several markets. In China, France, Hong Kong, India and Japan, the phone was available only to customers who had ordered online.
The launch is an important test for Apple and its new CEO, John Ternus, who unveiled the device shortly after taking over the role in September. It also marks Apple’s entry into a premium foldable-phone market where Samsung Electronics and Huawei Technologies have competed for years.
Limited Supply Creates a Premium Launch
In Sydney, customers gathered outside Apple’s first store to begin selling the new passport-shaped device before its 8 a.m. opening.
Simon Krishnan, a 48-year-old engineer, paid A$3,899, or approximately $2,734, for a 512GB model.
Calling the purchase a luxury, he said the phone’s price had not stopped him from buying one.
Apple executives also participated in launch-day activities. Ternus welcomed customers at a store in Austin, Texas, while marketing chief Greg Joswiak opened the company’s Fifth Avenue store in New York.
Some customers went to considerable lengths to secure a device. Mohit Chandel, a 32-year-old consultant from San Francisco, spent the night outside an Apple store after realizing he had missed the preorder window for a phone he had promised his father in Singapore as a retirement gift.
In Hong Kong, some buyers were already looking to profit from the limited supply. One customer purchased a 256GB model for HK$17,499, or approximately $2,231.73, and planned to resell it for a profit of around HK$4,000.
The launch also attracted existing Apple customers and people who already owned competing foldable phones. In Shanghai, 26-year-old healthcare professional Liu Wei queued from 6 a.m. despite already owning a foldable device from Xiaomi, citing his long-standing trust in Apple.
Early Reviews Praise Design but Identify Drawbacks
Initial reviews highlighted the Duo’s design and its sturdy, barely visible hinge, addressing one of the longstanding weaknesses of foldable smartphones: the noticeable crease across the folding display.
However, reviewers also identified compromises that could discourage some potential buyers.
The device lacks a telephoto camera lens, while some third-party applications still require adjustments to work properly with the larger display. Reviewers also noted that the folded phone can be less convenient for everyday activities such as quickly checking messages.
Longtime Apple commentator John Gruber described the device as an exceptionally polished prototype but questioned whether it felt sufficiently finished to justify buying and carrying it.
Technology commentator Marques Brownlee offered a more qualified assessment. He suggested that the Duo might not appeal to users who primarily text and browse, but could be an enjoyable device for buyers comfortable with its $2,000 price and learning curve.
In Berlin, YouTube creator Patrick Wolter praised the ability to use the Duo as both a phone and a tablet. He said the combination could eventually replace some of the separate devices he currently carries.
The mixed reception suggests that Apple has made progress in refining foldable hardware, but the long-term appeal of the format will depend on whether consumers find the benefits substantial enough to justify its premium price.
Apple Enters a Challenging Smartphone Market
Apple’s launch comes at a difficult time for the broader smartphone industry, particularly in China, where consumer demand has remained weak and rising memory costs have contributed to pressure on manufacturers.
Smartphone shipments in China have declined for six consecutive quarters, according to figures cited in the report. Nevertheless, Apple’s market share has recovered as some consumers have shifted toward higher-end devices.
The Duo’s premium positioning could help Apple attract buyers willing to pay more for new technology, even as the wider market struggles.
Francisco Jeronimo, vice president at market researcher IDC, said Apple’s entry could introduce foldable phones to a much larger audience. IDC forecasts that Apple will account for 44% of the foldable market’s value in 2026 while capturing 31% of units shipped.
By 2027, the company is expected to become the market leader in both value and unit shipments, according to IDC’s projections.
Availability Could Determine the Duo’s Success
Strong initial demand has not yet translated into easy access. Apple’s delivery estimates extending into late January indicate that supply constraints could limit how quickly the company converts launch excitement into sales.
The company must also persuade consumers that the foldable design offers meaningful advantages over conventional smartphones, particularly given the $2,000 price and the compromises identified in early reviews.
For Apple, the iPhone Duo represents more than a new product category. It is an opportunity to reshape expectations for premium smartphones, challenge established foldable-phone manufacturers and create another source of growth.
The next test will be whether the company can expand availability, address software limitations and convince a broader range of consumers that a folding iPhone is worth the premium.
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