Apple Expected to Unveil $2,000 Foldable iPhone

Apple holds its annual iPhone keynote today at 10 a.m. PDT, and the company is widely expected to introduce its first folding phone. Bloomberg reporter Mark Gurman, in a report published overnight just hours before the event, said the device will be named the iPhone Duo, with pricing starting at $2,000 for a 256GB model and running to roughly $3,000 for configurations with up to 2TB of storage. The report said shipping could begin as soon as October in two colors, white and dark blue.

Apple has not confirmed the device, its name or its price. Until the Bloomberg report, most rumors had referred to the phone as the iPhone Ultra, and Engadget noted that leaks from outlets and even accessory makers such as Dbrand had made the foldable's existence widely anticipated before any official word.

The "Surprise and Shine" event, streaming on YouTube and Apple's events site from Cupertino, California, is also expected to include the iPhone 18 Pro and iPhone 18 Pro Max, the Apple Watch Series 12 and possibly a Watch Ultra 4, according to TechCrunch and Engadget. TechCrunch reported Apple may also show an updated HomePod and camera-equipped AirPods. The standard iPhone 18 is not expected until next year, per TechCrunch.

The context

The keynote is Apple's first iPhone launch under CEO John Ternus, who took over after longtime chief executive Tim Cook stepped down; June's WWDC was Cook's last keynote, according to Engadget. The event falls in Apple's traditional early-September product window.

A foldable would put Apple into a market it has so far avoided. TechCrunch noted the company would be shipping this category of hardware about seven years after Samsung did. The Verge reported the rumored $2,000 starting price would place the phone above the cheapest versions of Google's Pixel 11 Pro Fold and Samsung's Galaxy Z Fold 8, which start at $1,899, but below the Galaxy Z Fold 8 Ultra at $2,099.99. The Duo name itself has history: Microsoft used it for its Surface Duo devices, and Google applied it to a messaging product, The Verge noted. Rumors say the phone will run iPhone apps side by side, offer iPad-style multitasking and support the Apple Pencil.

Why it matters

If the foldable debuts as expected, it would be the biggest iPhone redesign in years and Apple's first entry into an entirely new smartphone form factor. The launch also serves as the first major public test for Ternus as CEO, giving investors and customers an early read on Apple's direction after Cook's departure. Pricing matters too: at a reported $2,000 starting point, the device would sit at the premium end of the foldable market, shaping how broadly it can sell against established rivals from Samsung and Google.

What’s next

The keynote streams at 10 a.m. PDT on YouTube and Apple's events site. Official confirmation of the foldable's name, price, specifications and release date should come during the presentation; Bloomberg's report said shipping could start as soon as October. Also watch for details on the iPhone 18 Pro models, the Apple Watch Series 12 and any additional hardware Apple chooses to announce.