Early reviews praise the design and user experience, while analysts estimate Apple could capture nearly a quarter of the global foldable smartphone market in 2026
Apple has barely unveiled the first foldable iPhone in its history, and the market is already trying to measure how big the impact could be.
Announced on September 9, the iPhone Duo will officially go on sale in the United States on October 23, with a starting price of $1,999. Even before it reaches stores, the device has already received early hands-on reviews and triggered new sales forecasts for the foldable smartphone segment.
Industry expectations are high. TrendForce estimates Apple could sell about 5 million iPhone Duo units in 2026, even with just over two months of sales before the end of the year.
If that forecast proves accurate, Apple could capture about 24.8% of the global foldable smartphone market in its first year, placing it behind only Samsung.
Other projections are even more optimistic. Analysts cited by Reuters estimate sales could reach as many as 6 million units by the end of the year, driven largely by pent-up demand from iPhone users who have been waiting for Apple to enter the foldable category.
Early reviews praise the design, but price remains a major question
Journalists and technology reviewers who had access to the device during the launch have started publishing their first impressions.
The Verge highlighted the smooth folding mechanism, the 7.6-inch inner display and a crease that is difficult to notice during normal use. The publication also pointed to Apple’s hardware and software integration and the new ways the device can be used while partially folded.
MacRumors also noted that the crease is visible but not especially distracting during use, while describing the device as thin and premium in hand.
Tom’s Guide gave a positive first impression as well, highlighting iOS integration with the foldable format, titanium construction, water and dust resistance, and the multitasking features.
But one issue appears in nearly every early review: the price. The iPhone Duo starts at $1,999 and can reach $3,199 in its highest-end configurations, a level that could limit the device’s appeal beyond early adopters and higher-income consumers.
Apple could reshape a market that is still relatively small
Foldable phones have been available for years, but they still represent a small share of the global smartphone market. Industry estimates suggest foldables account for roughly 2% of global smartphone sales in 2026.
That means Apple is not entering a fully mature category. It is entering a segment that still has room to grow.
TrendForce projects around 20.2 million foldable smartphones will be sold worldwide this year. If the iPhone Duo reaches the roughly 5 million units projected by the research firm, about one in every four foldable smartphones sold globally in 2026 could carry the Apple name.
Apple’s arrival also increases pressure on Samsung, Google, Motorola, Huawei and other manufacturers already competing in the category.
Samsung remains one of the best-known names in foldable phones after years of developing the Galaxy Z Fold lineup, while other companies have continued experimenting with different designs and formats. For the first time, all of them will now be competing directly with Apple for the same type of customer.
Interest in the Duo may already be affecting other iPhone models
The arrival of the Duo could also be influencing consumers who are considering other iPhone models.
An analysis published by AppleInsider found that iPhone 18 Pro pre-orders began with fewer shipping delays than expected. One possible explanation raised by the publication is that some buyers may be holding off until they can compare the Pro models with the upcoming iPhone Duo.
There are still no official iPhone Duo pre-order numbers because pre-orders do not begin until October 16. That means it is still too early to say how many people will actually buy the device.
For now, the picture is a combination of strong industry expectations, positive early reviews and one major question around price. The real commercial test begins in October, when Apple will find out whether its customers are ready to pay nearly $2,000 to enter the foldable smartphone market.
Source: Apple, Reuters, TrendForce, The Verge, MacRumors, Tom’s Guide
