The first major launch by John Ternus at the helm of Apple represents a strategy shift and marks the company's entry into the foldable phone category, a market already occupied by Samsung, Motorola, and Chinese manufacturers. The presentation took place in Cupertino and brought the iPhone Duo, a foldable model that will cost starting at R$ 22,000 in Brazil.
The device also represents a first demonstration of Ternus's strategy to place innovation, design, and product development back at the center of attention for the company, seeking to reclaim a tradition that marked important moments in Apple's history.
Apple is trying to repeat the success achieved with the iPod, iPhone, and iPad, technologies that already existed in the market but were transformed into phenomena that drove entire sectors. The expectation is that the foldable will follow the same path.
In addition to the iPhone Duo, Apple also presented the iPhone 18 Pro, with prices starting at US$ 1,199 and pre-orders scheduled for September 12 in the United States.
