It’s an unusual Apple iPhone season. Not since the early days of the iPhone nearly 20 years ago have we seen such a limited lineup. No basic model, no super thin model, no plus model, no mini model. Instead, we have two powerful Pro models and the unusual, foldable iPhone Duo. Without all of Apple’s typical next-gen iPhone cards on the table, you might think that even Apple would struggle with how or where to steer consumers. Now, though, thanks to Apple CEO John Ternus, we know exactly which iPhone Apple hopes you’ll buy.
It’s the iPhone Duo, okay?
Apple didn’t and frankly it didn’t, but sometimes it only takes a subtle signal or simple choice to show what would be obvious in the first place.
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On Monday evening, in the Hollywood glitz and glamor of the 78th Primetime Emmys, the new Apple CEO John Ternus stood on the red carpet. Looking spiffy and perhaps a little uncomfortable in his tuxedo, with multiple microphones stuck in his face, Ternus fielded questions about Apple TV’s incredible seven-year run and numerous awards for shows like Shrinks and the fresh windows bay, which collected more Season 1 Emmys than any other show before it.
He produced it like magic
Then a Deadline Reporter started asking about the new phones. Without hesitation, Ternus pulled out the amazing new iPhone Duo from his breast pocket as the reporter squealed with joy.
I guess she could be forgiven for her over-the-top reaction. After all, since Apple unveiled its first folding phone as “one more thing” during Apple’s “Surprise & Shine” iPhone event, not much has been seen of the passport-sized handset. It comes almost a month after the iPhone 18 Pro and iPhone 18 Pro Max, the only other new iPhones on offer right now.
And yet, here was Ternus, carrying it as, it seemed, his phone of choice. Or at least the one he chose for that night. I think he might be disappointed when the reporter asked and pulled out a burgundy iPhone 18 Pro, but he didn’t.
It was hard to hear what Ternus was saying over the reporter’s screams, but I think it was “there we go…check this out,” as he flipped the phone open to reveal the unusual matte and virtually scratched display.
Doing so, on one of the biggest stages in the entertainment world, was certainly a calculated choice. Apple is turning all eyes on its $1999 iPhone Duo.
You could say it’s a craven attempt to garner more revenue via the expensive handset, but I think something else is at work here.
Why Apple needs to try harder with Duo
With its late entry into the folding space, Apple is taking a risk. It is calculated, but still a risk. The foldable phone market is small, and most of it is owned by Samsung, which has a wide range of folding devices in shapes, from the basic Flip to the larger and more powerful (at least camera-wise) Galaxy Z Fold 8 Ultra. It also has a passport-sized Galaxy Z Fold 8.
Apple isn’t the first, and we still haven’t decided if it’s the best. However, how often does Samsung have the opportunity to show off its hardware at a major consumer entertainment event, apparently watched by millions?
Well, it has printed its newest foldables ppider-Man: Brand New Day, but in the action movie the phones are shown but not addressed in a proper way. No one plays with them on camera to show new features.
What would Samsung have done?
I do remember, however, when Samsung sponsored the 2014 Oscar telecast and gave out Samsung phones to celebrity audience members. Using one of these phones, Ellen took one of the most famous, fame-filled selfies of all time. However, that sold people on social media and not the Samsung Galaxy phone.
The occasion of this Emmy was different. You had a willing and tech-obsessed reporter and Ternus, who just so happened to have their newest and most important Apple product in their pocket. There is little chance that she would have asked, and he would have presented it, if he was only carrying the iPhone 18 Pro.
That was not the only moment when someone mentioned the foldable phone to Ternus. Another entertainment reporter called it the “flip”, and Ternus passed it (especially without producing the phone). For Apple it was a golden opportunity to steer consumers to the new iPhone form factor and give it even better chances of success.
I know it was just a few seconds and by no means a real ad for the iPhone Duo, but give Ternus credit for making the most of it and sending a clear signal where Apple hopes you’ll spend your next iPhone dollars.
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