Apple CEO John Ternus: Foldable Screens Only When Standards Are Met
Apple CEO John Ternus told Tom's Guide that the company only considers one point when making products: whether the idea meets the thresholds of quality, durability, and design. He believes the iPhone Duo is an example of creating something special by combining hardware and software, representing a greenfield for Apple where many things can be reimagined.
The interview took place after the September launch event, with Senior Vice President of Marketing Greg Joswiak present. Ternus mentioned that the moment came when he saw the nano-texture applied to a polymer surface instead of glass. This texture was previously used on the Mac and iPad Pro, and the Duo needed to be redesigned to minimize creases and reflections at the hinge. He criticized existing foldable screens on the market for their cheap plastic feel and wrinkled surfaces.
The device opens like a passport. The inner screen is 7.6 inches, the outer screen is 5.4 inches, covering about 90% of the iPhone 18 Pro's screen area, with both inner and outer ratios being 1:1.4. Joswiak stated that this ratio avoids the appearance of two phones clashing together. When unfolded, it is Apple's thinnest iPhone to date, with the hinge keeping the inner screen flat when opened. It has an IP68 rating for protection, and the side button includes Touch ID, allowing unlocking with an Apple Watch.
The software is iOS 27, which does not simply enlarge the phone interface. Apple Pencil will support both screens later. Joswiak explained the October launch as giving developers time, drawing a parallel to when the iPad could not just enlarge the phone interface. The starting price is $1999 for 256GB, $2199 for 512GB, and $3199 for 2TB. Pre-orders start on October 16, with delivery on October 23. This starting price is $100 higher than the Samsung Galaxy Z Fold 8 and Google Pixel 11 Pro Fold, and $100 lower than Samsung's square Z Fold 8 Ultra.
Ternus stated that it is more expensive than other phones, but he believes it is worth it. Joswiak mentioned that the name Duo reflects its nature as two products. After the ratio was leaked, Apple tightened the project's security. This is Ternus's first product explanation since taking over as CEO.
This is a competition for market share in high-priced foldable screens, not a low-cost volume play. The buyers are existing iPhone users willing to pay $1999 for a larger screen and stylus, while the sellers are Samsung and Google foldable devices that leave creases and plastic feel in the market. The beneficiaries are Apple, which can bring iOS 27 applications and Pencil to the 7.6-inch screen, while the pressured party is the Z Fold 8 at the same price point. Trade-in has been announced, but initial sales figures are not yet available.
Source: Public Information
ABAB AI Insight
Since the iPhone X transitioned to a full-screen design in 2017, Apple has been absent from the foldable screen market. Samsung launched the Galaxy Fold in 2019, subsequently creating a category with the Z Fold and Z Flip by addressing hinges, creases, and repair costs. Google entered the market in 2023. Apple waited until September 2026 to release the iPhone Duo under new CEO Ternus. He described the delay as a matter of meeting quality, durability, and design thresholds, rather than missing a window. The nano-texture moving from the Mac and iPad Pro to the polymer foldable screen is a key point he highlighted.
The pricing anchor is set at $1999. Starting at 256GB, the 512GB version adds $200, and the 2TB version costs $3199. This is $100 higher than the Z Fold 8 and Pixel 11 Pro Fold, and $100 lower than Samsung's large square foldable. Pre-orders begin on October 16, with sales starting on October 23, leaving time for large-screen applications for iOS 27. The later support for Pencil means integrating the iPad's stylus and multitasking into the phone's price. Joswiak stated that the Duo resembles two products, justifying the price point.
This can be compared to the 2010 iPad launch, where the software could not simply be an enlarged iPhone interface. Joswiak himself used this analogy this time. On the other hand, Samsung has retained creases in its products through five generations of foldables, still relying on early market entry to secure carrier contracts. Apple is entering later, differentiating itself through creases and feel. Ternus explained this machine in his first week as CEO, shifting the definition of the product line from marketing to hardware leadership.
Structurally, this represents a shift in pricing power. The price of foldable screens was previously determined by Samsung's hinges and screen yield. Apple is positioning the $1999 price as two devices through IP68, polymer nano-texture, and iOS 27, rather than as a late follower. Whether they can capture market share depends on whether developers truly adapt interfaces for the 7.6-inch screen after October 23. The hardware threshold has been claimed to be crossed, but the software shelf is still being filled.
ABAB News · Cognitive Laws
Being late is acceptable, but thresholds cannot be lowered first.
Creases remain, so there is no justification for high prices.
Hardware has crossed the threshold first, but the software shelf still needs to be filled.