Apple is expected to sell about six million units of its new foldable iPhone Duo this year, according to Counterpoint Research, thanks to strong demand potential on its “bold” pricing. The device carries a starting price of $1,999, positioning it roughly $100 above Samsung’s Galaxy Z Fold8.
Pricing Strategy and Market Positioning
Counterpoint Research director Tarun Pathak noted that Apple’s decision to keep the iPhone Duo just under the $2,000 threshold represents a significant move for a first-generation foldable device. At this price point, analysts project strong demand, particularly among existing iPhone Pro series users and early adopters who have waited for an Apple-branded foldable. The six-million-unit sales projection sits at the upper end of estimates and remains contingent on how quickly manufacturing partners can ramp up production volume, according to Pathak.
Apple launched the iPhone Duo earlier this month, with chief executive John Ternus describing the hardware as a thoughtful design that avoids the side-by-side dual-screen aesthetic found in competing foldable handsets. Pre-orders for the device open on October 16 in the UAE, with base models starting at Dh8,499 ($2,300) and higher-storage configurations reaching up to Dh13,600.
Engineering Hurdles and Industry Impact
Despite strong consumer interest, manufacturing and design hurdles persist across the foldable sector. Pathak identified durability, crease visibility, hinge reliability, device thickness, weight, and battery life as ongoing technical challenges for the industry. While Apple will not resolve all of these factors immediately, the company’s manufacturing scale and strict quality standards are expected to push component suppliers to invest further in engineering and yield improvements over time.
Apple’s entry into the foldable category arrives during a broader contraction in the wider smartphone market. Worldwide smartphone shipments are projected to decline by 16.7 percent this year to just over one billion units, marking the steepest annual drop on record, according to data from IDC’s Worldwide Quarterly Mobile Phone Tracker. In contrast, the foldable category is forecast to expand by 12.6 percent in 2026 to reach 22.9 million units, before accelerating to 18 percent growth in 2027 to hit approximately 27 million units.
Transition to a Mainstream Category
IDC’s market analysis indicates that Apple’s entry transforms a contracting segment into one of the fastest-growing areas of the mobile industry. Counterpoint Research designates 2026 as a structural inflection point for the global foldable market, shifting the segment from a cyclical recovery phase into sustainable expansion.
Keep reading