It’s an unusual Apple iPhone season. Not since the early days of the iPhone almost 20 years ago have we seen such a limited lineup. No base model, no super thin model, no plus model, no mini model. Instead, we have two powerful Pro models and the unusual, foldable iPhone Duo. Without all of Apple’s typical next-gen iPhone cards on the table, you might think even Apple would be struggling with how or where to steer consumers. Now, though, thanks to Apple CEO John Ternus, we know exactly which iPhone Apple hopes you buy.
It’s the iPhone Duo, okay?
Apple hasn’t and honestly wouldn’t say this, but sometimes it only takes a subtle signal or simple choice to reveal what should’ve been obvious in the first place.
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On Monday night, amid the Hollywood glitz and glamour of the 78th Primetime Emmys, newly minted Apple CEO John Ternus stood on the red carpet. Looking spiffy and maybe a bit uncomfortable in his tuxedo, with multiple microphones stuck in his face, Ternus fielded questions about Apple TV’s incredible seven-year run and vast trove of awards for shows like Shrinking and the freshman Windows Bay, which garnered more season 1 Emmys than any other show before it.
He produced it like magic
Then a Deadline reporter started asking about the new phones. Without hesitation, Ternus pulled the stunning new iPhone Duo from his breast pocket as the reporter squealed with delight.
I guess she could be forgiven for her over-the-top reaction. After all, since Apple unveiled its first folding phone as the “one more thing” during Apple’s “Surprise & Shine” iPhone event, not much has been seen of the passport-sized handset. It’s shipping almost a month after the iPhone 18 Pro and iPhone 18 Pro Max, the only other new iPhones on offer right now.
And yet, here was Ternus, carrying it as, it seems, his phone of choice. Or at least the one he chose for that night. I guess he could’ve demurred when the reporter asked and pulled out a burgundy iPhone 18 Pro, but he didn’t.
It was hard to hear what Ternus said over the reporter’s screams, but I think it was “there we go…look at that,” as he unfolded the phone to show off the unusual matte and virutally creasless display.
Doing so, on one of the entertainment world’s biggest stages, was surely a calculated choice. Apple is steering all eyes toward its $1999 iPhone Duo.
You might say it’s a craven attempt to garner more revenue via the pricey handset, but I think something else is at work here.
Why Apple needs to try harder with the Duo
With its late entry into the folding space, Apple is taking a risk. It’s calculated, but still a risk. The foldable phone market is tiny, and most of it is owned by Samsung, which has a wide array of folding devices in shapes from the basic Flip to the larger and more powerful (at least camera-wise) Galaxy Z Fold 8 Ultra. It also has a passport-sized Galaxy Z Fold 8.
Apple isn’t the first, and we still haven’t decided whether it is the best. Still, how often has Samsung had the opportunity to show off its hardware at a big consumer entertainment event ostensibly watched by millions?
Well, it has been pushing its newest foldables in Spider-Man: Brand New Day, but in the action film, the phones are featured but not addressed in any real way. No one plays with them on camera to show off new features.
What would Samsung have done?
I do recall, though, when Samsung sponsored the 2014 Oscar telecast and handed out Samsung phones to celebrity audience members. With one of those phones, Ellen took one of the most famous, fame-filled selfies of all time. Even so, that sold people on social media and not the Samsung Galaxy phone.
This Emmy’s opportunity was different. You had a willing and tech-obsessed reporter and Ternus, who just so happened to have their newest and most important Apple product in his pocket. There’s little chance she would’ve asked, and he would’ve presented it, if he were only carrying the iPhone 18 Pro.
That wasn’t the only moment where someone mentioned the foldable phone to Ternus. Another entertainment reporter called it the “Flip,” and Ternus let it pass (notably without producing the phone). For Apple, it was a golden opportunity to steer consumers toward the new iPhone form factor and give it an even better chance of success.
I know, it was just a few seconds and by no means a true commercial for the iPhone Duo, but give Ternus credit for making the most of it and sending a clear signal of where Apple hopes you spend your next iPhone dollars.
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