John Ternus, freshly appointed as Apple’s CEO just two weeks ago, made his first major public appearance on September 14 at the Emmy Awards. Walking the red carpet, Ternus gave the world its first look at the unreleased iPhone Duo, slipping the foldable device out of his tuxedo jacket for the cameras.
The iPhone Duo is Apple’s long-anticipated entrance into the foldable phone category. It’s expected to go on sale next month, with a starting price of $1,999. This marks a significant milestone for Apple, which has so far avoided the foldable hardware trend embraced by many Android manufacturers.
Ternus replacing Tim Cook represents the first major leadership change for Apple in years. As he settles into his new role, this moment could be read as more than just a media stunt — it’s one of the first signs of the direction under his stewardship.
Why This Matters
Foldable phones have been gaining serious traction in the industry. Samsung, Motorola, Huawei and others have released multiple models with evolving designs, hinge innovations and better durability. With the iPhone Duo, Apple joins the competition — and given its history, it could shift the expectations for what a foldable phone can be.
However, the $1,999 price tag positions the Duo as a premium flagship aimed at early adopters and Apple’s most dedicated fans. It remains to be seen how widely the device will appeal outside of core Apple customers, especially when rivals are offering foldables at lower price points with mature software support.
Beyond hardware, Ternus’ bold choice to unveil the Duo in such a public, glamorous setting could signal something deeper. It suggests Apple is eager to draw attention and change the narrative — not just around its products, but around its leadership.
What to watch next: Look for early reviews once the iPhone Duo launches next month to see how it performs in daily use. Also pay attention to what software tricks Apple has prepared to differentiate the Duo. Under Ternus, Apple’s hardware and branding moves will speak louder than ever.
This debut isn’t just about a new phone or a new CEO. It’s about Apple redefining expectations — and so far, John Ternus seems intent on doing just that.
