Apple CEO John Ternus says the best AI device is still the iPhone
Source Entity
Sarah Perez
Apple has officially entered the foldable market with the launch of the iPhone Duo, marking a significant design evolution. This launch serves as the debut for new CEO John Ternus and reflects a strategic shift initiated by Tim Cook following his 2020 observations in Asia.
The Dawn of the Foldable Era at Apple
Apple has officially signaled a major shift in its hardware strategy with the release of the iPhone Duo, its first-ever foldable smartphone. This launch, unveiled at the 2026 Apple Event, represents the most significant departure from the traditional iPhone design language since the product line's inception in 2007. By introducing a device that functions like a passport, opening to double its screen real estate, Apple is finally addressing a segment of the smartphone market that has been maturing since the late 2010s.
The Strategic Vision of Tim Cook
While the market sees this as a new beginning, the roots of the foldable iPhone trace back to 2020. Following a regional tour of Asia, then-CEO Tim Cook observed the rising popularity of foldable handsets from competitors like Samsung and Huawei. Convinced that the form factor represented a viable future for premium mobile computing, Cook initiated the internal project codenamed 'V68.' This project underscored Apple’s cautious but deliberate approach to new hardware, prioritizing internal research into flexible screens and hinge mechanics before bringing a product to market.
Engineering Challenges and Market Positioning
The development of the V68 project was characterized by significant engineering complexity and rising development costs. Apple’s engineers spent years refining the durability of flexible display technology, moving from early tablet-sized prototypes to the refined consumer version seen in the iPhone Duo. Priced north of $2,000, the device is positioned as a ultra-premium offering, targeting a specific tier of power users who prioritize screen versatility over traditional form factors.
A New Leadership Chapter
This launch serves as the high-stakes debut for John Ternus, who assumed the role of CEO on September 1, 2026. As a former hardware executive, Ternus is uniquely positioned to steer the company through the transition to this new design language. His ability to oversee the launch of such a complex, high-visibility product will likely set the tone for his tenure, marking a clear pivot from the Cook era while simultaneously validating the long-term R&D investments made during the previous administration.
Future Trends and Market Competition
The timing of the iPhone Duo’s arrival is strategic. With the global foldable phone market expected to cross 100 million cumulative units by the end of 2026, Apple is entering a space that is no longer experimental but increasingly mainstream. Market projections suggest that Apple is poised to capture approximately 25 percent of the global foldable market by year-end, trailing only Samsung. This competitive landscape suggests that the foldable form factor is set to become a standard pillar of the high-end smartphone industry moving forward.