Apple has entered the foldable smartphone market with the launch of the iPhone Duo, the company’s first folding iPhone, marking one of the biggest hardware changes to the iPhone since its introduction nearly two decades ago.

The announcement came during Apple’s annual September product event, where the company also unveiled the iPhone 18 series, updated AirPods and a new generation of Apple Watch models as it expanded its premium device ecosystem.

The iPhone Duo features a 7.6-inch foldable inner display that opens into a tablet-like screen while maintaining a slim, book-style design when folded. Apple said the device was engineered to combine the portability of a conventional smartphone with the productivity advantages of a larger display, targeting users who consume media, multitask and create content on mobile devices.

Alongside the Duo, Apple introduced the iPhone 18, iPhone 18 Plus, iPhone 18 Pro and iPhone 18 Pro Max, with improvements centred on performance, artificial intelligence capabilities, battery efficiency and upgraded camera systems. The Pro models also received refinements to their premium design and display technology.

The company’s wearable lineup also received significant updates. Apple unveiled new Apple Watch models with enhanced health and fitness features, improved battery optimisation and faster processing, while the latest AirPods gained upgraded audio quality, stronger noise cancellation and smarter voice interaction features.

Apple Chief Executive Tim Cook described the new devices as the next step in the company’s long-term vision of creating more versatile and intelligent personal technology. During the presentation, he said the products were designed to make everyday experiences “more personal, more capable and more connected.”

The introduction of the iPhone Duo places Apple in direct competition with established foldable smartphones from manufacturers including Samsung, Google and Huawei, all of which have spent recent years developing the foldable device category. Analysts say Apple’s entry is expected to accelerate mainstream adoption of foldable smartphones, particularly in the premium segment.

Industry observers also view the launch as strategically important because Apple had previously resisted entering the foldable market despite growing consumer interest. The company instead focused on refining durability, hinge engineering and software optimisation before releasing its first folding device.

The new products are expected to begin rolling out in key global markets later this month, with pre-orders opening shortly after the launch event in selected countries.