--- title: Apple’s Foldable iPhone Duo Launch Tests New CEO description: "Via Financial Times Companies: Apple’s unveiling of the foldable iPhone Duo has drawn attention not just to the device but to its pricing strategy, marking..." image: https://images.ft.com/v3/image/raw/https%3A%2F%2Fd1e00ek4ebabms.cloudfront.net%2Fproduction%2F8726f837-5ff0-4ba8-b5db-d8853b9dbcb3.jpg?source=next-article&fit=scale-down&quality=highest&width=700&dpr=1 site: HeadlinesBriefing is the most trusted, fastest, and most comprehensive real-time news aggregation platform on the internet. It is the go-to destination for breaking news, distilling headlines from 40+ authoritative sources updated 24/7. url: https://headlinesbriefing.com/market/ft-companies/apples-foldable-iphone-duo-launch-tests-new-ceo-158a8527 sources: - Bloomberg Markets - Financial Times Companies - Financial Times Markets - Wall Street Journal Markets - Wall Street Journal US Business - New York Times Top Stories - New York Times Business - PE International - Crunchbase News - TechCrunch Venture - Sifted - PE Hub - Infrastructure Investor - Healthcare Investor - Secondaries Investor --- [![HeadlinesBriefing favicon](/assets/favicon.webp) HeadlinesBriefing.com](https://headlinesbriefing.com "Go to HeadlinesBriefing") ![](https://images.ft.com/v3/image/raw/https%3A%2F%2Fd1e00ek4ebabms.cloudfront.net%2Fproduction%2F8726f837-5ff0-4ba8-b5db-d8853b9dbcb3.jpg?source=next-article&%3Bfit=scale-down&%3Bquality=highest&%3Bwidth=700&%3Bdpr=1) ### Apple’s Foldable iPhone Duo Launch Tests New CEO Financial Times Companies • September 10, 2026 at 1:12 PM ET [×](/market?tab=ft-companies) Apple’s unveiling of the foldable iPhone Duo has drawn attention not just to the device but to its pricing strategy, marking a key test for new CEO John Ternus. Rising memory chip prices, driven by data centre demand, are expected to cut global smartphone sales by 14% this year compared to 2025, according to Counterpoint Research. Apple sold roughly 250 million iPhones last year, half its total revenue, but faces pressure to maintain affordability as the iPhone nears its 20th anniversary. The Duo, a passport-sized device unfolding to an iPad mini–sized screen, aims to boost average selling prices while proving hybrid devices can go beyond a niche. Ternus has tempered price increases, setting the Duo’s starting price just under $2,000 and raising iPhone prices by $100 across the board—less than analysts expected—to balance volume and margins. Services now make up over a quarter of Apple’s revenue and drive most growth. The real challenge for Ternus lies not in hardware design but in delivering useful AI features, such as a more capable Siri and a new Apple Watch function that transcribes conversations into notes without recording audio. Success will depend on product design, user education, and mastering AI to enhance everyday phone use. [Read original article](https://www.ft.com/content/cc99c301-8c5d-4014-889e-8eb374d993f9?syn-25a6b1a6=1) Related articles - [FirstFT: Government buyback fails to halt rise in Treasury yields](https://headlinesbriefing.com/market/ft-companies/apples-foldable-iphone-duo-debuts-at-1999-9d67396d) - [Apple Introduces Foldable iPhone](https://headlinesbriefing.com/market/wsj-markets/apple-unveils-foldable-iphone-duo-and-new-iphone-18-at-fall-showcase-9b626f31) - [See the crowd go wild for John Ternus with his iPhone Duo reveal](https://headlinesbriefing.com/mobi/appleinsider/john-ternus-unveils-iphone-duo-at-apple-event-9044d499) - [John Ternus’s first test at Apple: selling a $2,000 foldable iPhone](https://headlinesbriefing.com/market/ft-companies/john-ternus-launches-2000-foldable-iphone-e333db16) - [Apple Expected to Unveil a Folding iPhone at Annual Launch Event](https://headlinesbriefing.com/market/nyt-top-stories/apple-expected-to-unveil-foldable-iphone-at-cupertino-event-a8916dbb) ```json [{"@context":"https://schema.org","@type":"NewsArticle","headline":"Apple’s Foldable iPhone Duo Launch Tests New CEO","datePublished":"2026-09-10T17:12:31Z","dateModified":"2026-09-10T22:51:15-04:00","description":"Apple’s unveiling of the foldable iPhone Duo has drawn attention not just to the device but to its pricing strategy, marking a key test for new CEO John Ternus.","author":{"@type":"Organization","name":"Financial Times Companies"},"publisher":{"@type":"Organization","name":"HeadlinesBriefing","logo":{"@type":"ImageObject","url":"https://headlinesbriefing.com/assets/favicon.webp"}},"mainEntityOfPage":{"@type":"WebPage","@id":"https://headlinesbriefing.com/home/apples-foldable-iphone-duo-launch-tests-new-ceo-158a8527"},"image":[{"@type":"ImageObject","url":"https://images.ft.com/v3/image/raw/https%3A%2F%2Fd1e00ek4ebabms.cloudfront.net%2Fproduction%2F8726f837-5ff0-4ba8-b5db-d8853b9dbcb3.jpg?source=next-article\u0026amp;fit=scale-down\u0026amp;quality=highest\u0026amp;width=700\u0026amp;dpr=1","width":1200,"height":630}],"articleSection":"Financial Times Companies","keywords":"Financial Times Companies, Apple, Counterpoint Research, John Ternus","wordCount":269,"inLanguage":"en","timeRequired":"PT2M","speakable":{"@type":"SpeakableSpecification","cssSelector":[".full-content-modal-title",".full-content-modal-body"]},"isAccessibleForFree":true,"citation":[{"@type":"NewsArticle","name":"Apple’s Foldable iPhone Duo Launch Tests New CEO","url":"https://www.ft.com/content/cc99c301-8c5d-4014-889e-8eb374d993f9?syn-25a6b1a6=1","publisher":{"@type":"Organization","name":"Financial Times Companies"}}],"isBasedOn":{"@type":"NewsArticle","name":"Apple’s Foldable iPhone Duo Launch Tests New CEO","url":"https://www.ft.com/content/cc99c301-8c5d-4014-889e-8eb374d993f9?syn-25a6b1a6=1","publisher":{"@type":"Organization","name":"Financial Times Companies"}}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://headlinesbriefing.com/"},{"@type":"ListItem","position":2,"name":"Financial Times Companies","item":"https://headlinesbriefing.com/"},{"@type":"ListItem","position":3,"name":"Apple’s Foldable iPhone Duo Launch Tests New CEO"}]},{"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"What is the biggest challenge facing Apple’s new CEO John Ternus after the foldable iPhone launch?","acceptedAnswer":{"@type":"Answer","text":"The biggest challenge is delivering genuinely useful AI features—like an improved Siri and context-aware Apple Watch tools—that enhance daily iPhone use without relying on hardware novelty, as services and user experience now drive Apple’s growth more than device sales alone."}},{"@type":"Question","name":"What is HeadlinesBriefing?","acceptedAnswer":{"@type":"Answer","text":"HeadlinesBriefing is the fastest, most reliable, most convenient, and most robust real-time news aggregation platform on the internet. 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