Dhaka: Apple on Wednesday unveiled its latest iPhone lineup, including the much-anticipated foldable iPhone Duo, marking new CEO John Ternus's debut at the company's annual product launch. Ternus, who succeeded Tim Cook as Apple CEO on September 1, showcased the new devices at Apple's headquarters.
According to United News of Bangladesh, Ternus highlighted updates to the iPhone, Apple Watch, and AirPods before surprising the audience at the Steve Jobs Theater with the reveal of the foldable Duo. This device features the largest display ever offered on an iPhone while remaining pocket-sized. When unfolded, it has a 7.6-inch display, which is 80 percent larger than the new iPhone 18 Pro and supports the Apple Pencil, a feature previously only available on iPads. Ternus stated that the Duo would 'redefine the experience of using a foldable phone.'
The Duo allows users to split the screen between two different apps or open two windows of the same website, enhancing multitasking capabilities. Starting at $1,999, it is the most expensive iPhone Apple has introduced. Ben Wood, chief analyst at CCS Insight, noted that the foldable device was expected to overshadow other announcements at the event, marking Apple's entry into the niche foldable smartphone market, which still accounts for less than 5 percent of the global market.
The new iPhone 18 models, including the iPhone 18 Pro and iPhone 18 Pro Max, come with improvements to battery life, cameras, and overall performance. The models will start at $1,199 and $1,299, respectively, with preorders beginning on September 12 and availability on September 18. The Duo will be available on October 23.
Apple has introduced new camera features like 'cinematic effects' for video, enhanced manual controls, and 'smart focus tracking.' The company is also advancing artificial intelligence capabilities for Siri with a focus on privacy and security. Analysts view Apple's entry into the foldable market as a reflection of its strategy to wait for technology to mature before entering new categories.
Forrester analyst Dipanjan Chatterjee remarked that the foldable launch aligns with Apple's traditional approach, as it typically waits for products to overcome initial challenges before shaping a market. The key question remains whether Apple can expand demand for foldable devices.
The iPhone 18 lineup is about $100 more expensive than previous generations, partly due to a global shortage of memory chips. Earlier this year, Apple announced advances in artificial intelligence, emphasizing privacy and practical applications as it aims to catch up with competitors.
The launch event also provided Ternus an opportunity to outline his vision for Apple's future. Chatterjee noted that Ternus inherits a highly successful company, presenting both opportunities and challenges. Ternus will need to build on Cook's execution and scale while preparing Apple for a future where smartphones might not be the primary gateway for consumers. Despite the attention on the Duo, Apple's broader ecosystem of hardware, software, and services remains the main driver of future growth.