Apple is officially entering the foldable market with the launch of the iPhone Duo, marking a major milestone for the company under new CEO John Ternus. Set to hit UAE shelves on October 23, the device arrives with a steep price tag ranging from Dh8,499 to Dh13,599. While the premium reflects the complex engineering required for a foldable design, industry experts are questioning whether consumers will see enough value to justify the cost. Much of the device's AI-driven software, which relies on the new iOS 27 and Apple Intelligence, will also be available on standard models, forcing buyers to decide if the folding hardware alone is worth the massive financial leap.

For investors, the Duo serves as the first major litmus test for Ternus’ leadership as he pivots the company’s focus toward hardware innovation. While the market has responded with cautious optimism, the true challenge lies in scaling production and moving beyond Apple’s core fanbase. Maintaining profitability will be difficult, as high component costs—particularly for dual displays and advanced memory—continue to pressure margins. Ultimately, the iPhone Duo represents a high-stakes strategy to revitalize hardware growth, but its long-term success depends on whether Apple can convince the broader public that this foldable device is an essential upgrade rather than just an expensive experiment.