Apple has announced the iPhone Duo, its first foldable phone, though the device will not reach stores until next month. The announcement alone was enough to set the smartphone world talking, and it may end up helping the very rivals Apple is challenging. For Samsung, which has been building foldables since the original 2019 Galaxy Fold, that attention could translate into sales.
Recent reports suggest more people are buying the Samsung Galaxy Z Fold 8 following the iPhone Duo announcement. It is possible that consumers are finally paying attention to foldables, or that enthusiasts want to try the form factor before the iPhone Duo goes on sale. Samsung is aware of the shift and has already cut prices on its foldable phones in some markets. The dynamic is one of many examples of how competition can benefit consumers.
With Apple now in the race, other players will have to step up their game to compete. The result is expected to be more available options and likely broader price ranges. There is only one iPhone Duo for now, while Samsung already offers a variety of foldables, from the relatively affordable Galaxy Z Flip7 FE to the chic and expensive Z Fold 8 Ultra. Competition might eventually push Apple to make a cheaper iPhone Duo model as well.
The same pressure applies to the new user interface designed specifically for the iPhone Duo. It is still iOS, but it is clearly designed for a device that can be used in multiple layouts, including folded, unfolded or half-open. Many current foldable devices simply stretch or shrink the same interface across all screens, which ends up looking unfinished.
Developers are already porting the iPhone Duo's opening and closing animation to Android. It is not hard to imagine that animation becoming an industry standard before long. For US consumers, the early signs of price cuts and a widening field of foldable options are the most immediate effects of Apple's entry.
Apple was not the first to make a foldable phone, and consumers may not even want to buy one. Even so, the company's entry will likely end up shaping the entire foldable market anyway.
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