Overview
- Ternus, who became Apple’s CEO in early September, used the company’s product event to introduce the iPhone Duo and cast the launch as his public debut on the product stage.
- Apple unveiled the iPhone Duo foldable at the Sept. 9 product event and positioned it as a premium two‑in‑one phone that pairs new hardware with software features like the AI‑powered Smart Take.
- Ternus and marketing chief Greg Joswiak said Apple entered the foldable market only after it met strict standards for quality, durability and design and criticized many rival foldables for wrinkled, plastic displays.
- The company broke an old rule by adding Apple Pencil support to the Duo, a move Ternus described as pragmatic and driven by how a stylus adds capability on a larger, foldable screen.
- Executives framed AI as the next engine of product innovation, stressing on‑device intelligence and tighter hardware‑software integration as the path to new user experiences and higher‑margin Pro models.