Apple's foldable iPhone hits stores with $2,000 price tag and scarce supply

Apple’s first foldable phone, the iPhone Duo, went on sale worldwide on Friday for around $2,000, drawing strong demand but less fanfare than previous iPhone launches.

From Singapore and Shanghai to London and Berlin, buyers turned out to purchase the new device, although queues stretching around blocks and overnight camp-outs that once marked iPhone launches were less common.

The launch tests whether Apple can reshape the foldable phone market, where competitors such as Samsung Electronics and Huawei Technologies have sold premium devices for years, as the iPhone did for the broader smartphone market.

The release also presents an early challenge for Apple’s new CEO, John Ternus, the former hardware chief who unveiled the phone barely a week after taking charge in September.

Delivery estimates for the Duo slipped to late January within minutes of pre-orders opening a week ago, as demand outpaced supply. Apple described the response as “nothing short of extraordinary”.

The company capped pre-orders at two handsets per customer and restricted sales in some markets to walk-in shoppers. In China, France, Hong Kong, India and Japan, the phones were available only to customers who had ordered online.

In Sydney, the first city where Apple stores began selling the new passport-shaped phones on Friday, a queue formed before the store opened at 8am local time.

“This is a bit of a luxury item for me, because it’s so expensive, but I just think, you know what? Life’s too short,” said Simon Krishnan, a 48-year-old engineer who paid A$3,899 ($2,734) for a 512GB Duo.

In China, weak consumer demand and rising memory costs have contributed to six consecutive quarters of declining smartphone shipments. However, Apple’s market share has rebounded as some buyers have moved towards premium devices.

Liu Wei, a 26-year-old healthcare professional who already owns a foldable phone from Xiaomi, queued outside an Apple store in Shanghai from 6am to buy the company’s first foldable device.

“I’ve used Apple products for many years and I have more trust (in the brand), so I bought one on launch day to try it out,” he said.

Many customers queued to collect pre-orders, while others hoped to secure limited stocks or try the display models. Some buyers also planned to resell the phones for a profit.

In Hong Kong, a 38-year-old buyer who gave only his first name, May, purchased a 256GB iPhone Duo for HK$17,499 ($2,231.73) through an online pre-sale and planned to resell it for a profit of about HK$4,000.

“A few meals’ worth of money,” he joked.

In London, Paul Francis, 53, was among several dozen customers who queued overnight outside Apple’s Regent Street store in heavy rain.

“Some people think it was mad. Including myself,” said Francis, a charity manager.

Mixed reviews

Early reviews praised the Duo’s design and its sturdy, barely visible hinge, addressing one of the main drawbacks of foldable phones: the prominent crease on their screens.

However, reviewers pointed to compromises in the camera system, including the absence of a telephoto lens, and said some third-party apps had yet to be adapted to the new display size.

They also found the folded device less convenient for routine tasks and several prominent reviewers advised many Apple customers against buying it.

“It’s been a lot of fun trying the Duo out for a week, but it feels like I’ve gotten to use an extraordinarily polished prototype — not a finished product that I’d want to buy and carry,” wrote longtime Apple commentator John Gruber.

Technology commentator Marques Brownlee said in a YouTube review that the phone was probably not suitable for someone who mainly used a device for texting and browsing.

However, he said it could be an appealing option for buyers who could afford the $2,000 price and liked the concept, despite the learning curve and the absence of facial recognition.

In Berlin, YouTube content creator Patrick Wolter praised the device for combining the functions of a phone and an iPad.

“I’ve always found it a hassle to carry around a separate tablet, especially since I already have a laptop and other gear,” he said. “In the long run, this will likely end up replacing those other devices.”

Tough to find

Apple’s entry into the relatively niche foldable-phone market could introduce the format to a much wider audience, said Francisco Jeronimo, vice president at market research firm IDC.

IDC expects Apple to capture 44% of the foldable-phone market’s value in 2026, based on 31% of units sold. By 2027, the company is forecast to become the market leader in both value and units shipped.

“Apple has made a convincing case for this form factor,” Jeronimo said after spending a week with the Duo.

“Now comes the next test: turning excitement into availability, adoption and a lasting new chapter for the smartphone market,” he said.