In a joint interview with Tom's Guide and TechRadar, new Apple CEO John Ternus and marketing chief Greg Joswiak explained why the company waited until now to release a foldable, its design philosophy, and how it kept the iPhone Duo under wraps.

Ternus said the timing always comes down to when a product idea meets Apple's bar "for quality and durability, but also for design." Apple took a hard look at what other foldable makers were offering and felt it "wasn't particularly inspiring," said Joswiak. Apple believes the device's wider 1:1.4 aspect ratio is the answer to designs that resemble two phones "awkwardly stuck together."

As for the foldable display, Ternus said the inner screen's top layer is polymer, not glass, which meant devising an entirely new way of making Apple's nano-texture finish. "The nano-texture just wipes that all out," he added. "It's beautifully flat. It feels amazing to touch and it's incredibly durable."

Joswiak said he is "super proud" that Apple kept the project relatively secret. As for the $1,999 starting price, Ternus mused: "Yes, it's more expensive than the other phones, but we think it's great value." Pre-orders begin Friday, October 16, ahead of an October 23 launch.