Apple turns a new page: the iPhone Duo takes center stage in the conversation

Apple's event unveiled new iPhones, watches, AirPods, and a smarter Siri. But one device completely changed the conversation: the iPhone Duo, the company's first foldable phone and its most daring design move since the original iPhone.

Apple once again raised the curtain on its annual September event, and this time there was an additional reason to watch closely: it was John Ternus's first major presentation as the company's CEO after taking over the position held for years by Tim Cook.

But if there was one moment that captured everyone's attention, it was the announcement that many were waiting for and others had been doubting for years: Apple finally entered the world of foldable phones.

And he did it with the iPhone Duo.

An iPhone that changes size

The Duo starts with a 5.4-inch external screen and, when opened, transforms into a 7.6-inch internal screen. Its form factor is more reminiscent of a small tablet than a conventional phone, but Apple is betting that it can function as both without requiring the user to carry two devices.

Its structure uses titanium and a hinge designed to withstand the device's constant movement. Inside, we find the A20 Pro chip, up to 2TB of storage, two 48MP rear cameras, Touch ID integrated into the side button, and compatibility with Apple Pencil Pro.

Apple also developed specific features to take advantage of the foldable screen, including tools for working with multiple apps, consuming content, and using the phone as a kind of portable workspace.

The concept is simple: a phone when it's closed and a much larger screen when you really need it.

The problem for many consumers arises when the price comes.

The iPhone Duo starts at $1,999 for 256GB and can reach $3,199 for the 2TB configuration . Pre-orders begin on October 16th, and it will officially arrive in stores on October 23rd.

And that number quickly became one of the main topics of conversation.

Between “I want it” and “$2,000?”

The initial reactions were as divided as they were predictable.

On one hand, users and experts celebrated the design, the size of the open screen, and the possibility of carrying a near-tablet experience in your pocket. Apple Pencil compatibility also particularly appealed to those who use the iPad Mini or are looking for a device to draw, work, or consume content while out and about.

On the other hand, the question that will likely accompany the Duo throughout their first year immediately arose:

Is it really worth $1,999?

Memes began circulating on social media about the price, the size of the folded device, and the actual usefulness of having a phone that can transform into a 7.6-inch screen. Some users welcomed it as a piece of technology that finally brings foldable phones to the Apple ecosystem; others described it as an overpriced version of something Android has been doing for years.

Even Samsung decided to join the conversation.

While Apple was unveiling the Duo, the company behind the Galaxy Z Fold line posted sarcastic messages suggesting that Apple was "reheating" an existing technology. The Galaxy Z Fold 8 starts at $1,899, slightly less than the Duo.

Samsung's reaction encapsulates one of the most interesting debates surrounding this launch: Apple didn't invent the foldable phone. But it could be the company that finally makes it a mass-market product.

The wrinkle everyone's looking at

There is another detail that quickly became a topic of conversation: the fold line.

Apple has worked to make the crease mark much less noticeable. Initial tests conducted by tech media indicate that the company has significantly minimized its appearance, although the mark doesn't disappear completely.

And here another logical concern arises: nobody yet knows how that screen will behave after years of opening and closing the phone.

It is one of the big questions that only everyday use can answer.

The rest of the presentation

Although the Duo grabbed virtually all the headlines, Apple didn't arrive with just one product.

The company also unveiled the iPhone 18 Pro and 18 Pro Max , featuring the new A20 Pro chip, significant improvements in photography, and a 48MP Fusion main camera with variable aperture. The Pro models start at $1,199 and $1,299, respectively, and will be available on September 18.

Apple also showcased the Apple Watch Series 12 and Apple Watch Ultra 4 , with new features related to health, audio, and conversation transcription.

The AirPods 5 came with active noise cancellation, adaptive audio, and new real-time translation features.

And Siri once again occupies an important place within Apple Intelligence's strategy, with a more contextual version that seeks to integrate the assistant with applications and user needs. Some of these features will be rolled out gradually depending on language and region.

But even with all those announcements, the feeling after the event was clear:

The Duo became history.

Apple is once again betting on changing the shape of the iPhone

Since the first iPhone in 2007, Apple has built much of its identity around the idea that the phone can be redefined while still remaining recognizable.

The Duo represents precisely that.

It's not the first foldable screen on the market. It's not the first company to experiment with this format. And, on paper, many of its features already exist in Android devices.

Apple's approach is different: to take a category that is still relatively small and turn it into an experience that millions of users are willing to embrace.

The question now is not whether Apple can make a foldable phone.

He already did it.

The real question is whether he can convince the public that they need one.

And, above all, if that conviction is worth $1,999 .

For now, social media seems to have a divided response, ranging from astonishment and curiosity to memes and a phrase that will likely continue to appear for months to come:

“I want it… but I don’t know if I need it.”