The launch of the iPhone Duo is a play to reinvigorate iPhone sales by offering something new to consumers. It may make up close to half of the foldables market by 2027.

Apple's introduction of the iPhone Duo confirmed long-time rumors of the development of a folding smartphone. Its launch wasn't without a small amount of sticker shock, with consumers expected to pay $1,999 for the base model.

However, before the iPhone Duo makes it to consumer hands, analysts are already claiming it will be a help to Apple's iPhone fortunes. In Sunday's report from The Information, IDC analysts forecast that Apple will be selling 10 million units in the first 12 months after launch. The model will introduce "novelty" and help drive high-end customers willing to pay the highest prices for whatever Apple brings out, says IDC VP for data and analytics Francisco Jeronimo.

Revenue from iPhones hasn't really changed much over the last few years. With relatively flat revenue from 2022 to 2025 and just a 4% rise in the fiscal year ending September 2025, thanks to four-year upgraders. Apple had work to do on improving matters for its flagship product. Jeronimo believes that a product like the iPhone Duo could help lift sales by nudging consumers who upgrade more frequently to do so.