Apple revealed last Wednesday its first foldable phone, the iPhone Duo, marking a new chapter for the company under the leadership of the new executive John Ternus. This launch represents a significant shift in the company's strategy, which has traditionally stayed away from the foldable device market. The device was presented through a pre-recorded video, in which Ternus commented that "others have created foldables that look like two phones awkwardly taped together", suggesting that Apple's approach would be different.
The iPhone Duo is the size of a passport when folded and, when opened, reveals a screen described as "as natural and intuitive as the iPad's". This comparison with the brand's tablet indicates that the company sought to maintain the characteristic user experience of its larger mobile devices. Simultaneously with the launch, Apple once again raised prices on its iPhone Pro models, continuing the trend of positioning in the premium market segment.
