The entire foldable category did 19.6 million units last year after seven years of trying. Apple sells that many iPhones every month. So when the iPhone Duo showed up today, the question was never whether Apple is late. Apple is always late.
AirPods came out years after wireless earbuds existed and ate the category anyway. The Apple Watch launched five years behind the first smartwatches, and by 2019 it was outselling the entire Swiss watch industry. In both cases somebody else spent a fortune teaching consumers what the product was for, and Apple arrived once the tech was good enough to charge Apple prices for.
Which is why the trailer is worth actually watching. There's no hinge torture test, no crease close-up, none of the stuff foldable ads have leaned on for seven years. It's a person watching a live match in picture-in-picture while their group chat argues about a free kick underneath it. Apple skipped straight past the hardware and demoed a Tuesday night, because the hardware argument is already won. The hinge has over 100 precision components and the open device is the thinnest iPhone ever built, and none of that gets a single second of the ad.
The pricing tells you how patient they're being. $1,999 to start, up to $3,199, the most expensive iPhone ever sold. Apple doesn't need this to go mainstream in year one. If one in twenty iPhone buyers picks the Duo, that single model outships half of everything the foldable industry managed in 2025.
Samsung built this market for seven years. Today it found out who the market was for.
This is one of my favorite features of the iPhone Duo.
When you’re on FaceTime, you can utilize both screens and cameras. If you’re pointing the camera at someone in front of you, the person on the other side of the phone can talk to whoever you’re on the call with too.
You don’t need to flip the phone like we do now. Very impressive software/hardware integration.
Steve Jobs on the most important job of a CEO
“The greatest people are self-managing. They don’t need to be managed. Once they know what to do, they’ll go figure out how to do it… What they need is a common vision, and that’s what leadership is. Leadership is having a vision, being able to articulate that so the people around you can understand it, and getting consensus on a common vision.”
Steve continues:
“We wanted people who were insanely great at what they did… and the neatest thing that happens when you get a core group ten great people is that it becomes self-policing as to who they let into that group. So I consider the most important job of someone like myself is recruiting.”
Congratulations to Donald J. Trump on his election as the 47th President of the United States.
The U.S. is Canada’s best friend and biggest trading partner, and I will work with the President to benefit both countries.
My mission: save our jobs.
The U.S. has already taken half a trillion dollars of investment and jobs from Canada under 9 years of Trudeau, and our people cannot afford homes and food. Yesterday’s result confirms we must cancel Trudeau’s plan to quadruple the carbon tax and hike other taxes, which would push hundreds of thousands more jobs south where President Trump will be cutting taxes even further.
We must axe taxes. Bring home our paycheques. Save our jobs. Stand up for Canada.
Heartiest congratulations my friend @realDonaldTrump on your historic election victory. As you build on the successes of your previous term, I look forward to renewing our collaboration to further strengthen the India-US Comprehensive Global and Strategic Partnership. Together, let’s work for the betterment of our people and to promote global peace, stability and prosperity.