Author｜Zhang Qian

Editor｜Hu Zhanjia

Operations｜Chen Jiahui

Produced by｜LingTai

Head Image｜Apple's Autumn Event

At Apple's autumn event on the early morning of September 10 Beijing time, two significant “firsts” occurred: John Ternus's debut as CEO following Tim Cook, and the introduction of Apple's first foldable phone, the iPhone Duo—arriving a full seven years after Huawei and Samsung's inaugural foldable models.

A product seven years late, yet Apple positioned it as the 'One more thing.' Ternus hailed it as 'the most significant experience innovation (innovation) since the iPhone's inception.'

The question arises: Why does Apple, arriving late, believe it's now their turn?

Duo's Bold Moves: Creases, Under-Display Camera, and the 'Toughest Father'

Let's examine the product itself.

When closed, the iPhone Duo features a 5.4-inch external screen, passport-sized, expanding to a 7.6-inch internal display with a mere 5.2mm thickness when unfolded—the thinnest iPhone yet. From live demonstrations, its crease is far less noticeable than most foldable screens on the market.

Apple's solution is quintessentially Apple: Instead of focusing solely on the hinge, the internal screen incorporates a ten-layer ultra-thin structure. Optical adhesive materials between layers allow slight sliding during folding to offset stress, topped with a nano-texture process to reduce glare.

After seven years of debate over foldable screen creases, Apple offers its answer with one of the most complex screens ever.

Two other 'firsts' further illustrate the point.

The internal screen houses a 12MP under-display camera, blending seamlessly with the display when not in use—previously, only Samsung attempted a 4MP solution on foldables before abandoning it. The device lacks Face ID, integrating Touch ID into the side button, marking the first return of fingerprint recognition to a flagship iPhone since the iPhone X.

A leaked detail reveals more: The Duo's motherboard closely resembles last year's iPhone Air, a slim device essentially serving as Apple's technological pathfinder for foldables.

However, the true differentiator lies in software.

To accommodate the new aspect ratio, Apple nearly overhauled iOS: System menus and the dock shifted from the bottom to the right side. All apps, including third-party ones, must adhere to this layout, ensuring consistent control placement during screen transitions. Safari even supports dual windows on the same page.

While Android foldables have struggled with ecosystem adaptation for years, Apple's approach is to set the rules.

One media outlet aptly described it: 'The strictest father of the foldable ecosystem has arrived.'

Late Entry: Apple's Signature Move

Arriving late to dominate is a strategy Apple has perfected over two decades.

The iPod wasn't the first MP3 player, the iPhone wasn't the first smartphone, AirPods weren't the first true wireless earbuds, and the Apple Watch wasn't the first smartwatch—Apple never pioneers; it monetizes last.

With foldables, the pattern repeats: Over seven years, it watched Huawei iterate hinges three times, Samsung trial and abandon under-display cameras, and Chinese brands push thinness to extremes. Then, in 2026, with all pitfalls mapped, Apple unveiled the Duo, a device designed to leapfrog the competition.

Pricing reflects calculated ambition.

The Chinese model starts at ¥15,999, topping out at ¥26,499—exceeding the price of an iPhone 18 standard model by the cost of a Pro Max, venturing into luxury electronics territory. Meanwhile, the iPhone 18 Pro series saw $100 price hikes globally, priced at ¥9,999 and ¥10,999 in China, while watches and earbuds remained unchanged.

A pricing strategy with three layers: The Duo tests the ultra-premium ceiling, the Pro series justifies gradual price increases, and entry-level models maintain market share. Apple even introduced an iPhone Handoff feature for dual-device users, allowing seamless number switching between phones—encouraging purchases of both.

Pro Series: Catching Up to Android

While the Duo stole the spotlight, the iPhone 18 Pro series signaled an equally crucial shift. This generation prioritizes foundational improvements: a vapor chamber triple the size of its predecessor, boosting sustained performance by 40%; up to 45 hours of video playback; 60W charging reaching 50% in 15 minutes; and a main camera featuring a physically adjustable aperture with four stops. Heat dissipation, battery life, fast charging, and variable aperture—all areas where Android has led for years—are now addressed by Apple.

This pivot aligns with the CEO transition.

Cook, a supply chain and operations expert, focused on ecosystems and service revenue. Ternus, a hardware engineer, spotlighted unsexy components like heat sinks in his debut.

Paired with the A20 Pro's 2nm process, doubled neural engine, and 50% increased memory bandwidth, Apple signals a broader agenda: laying groundwork for on-device AI.

Its AI strategy involves three entry points: the iPhone understands your digital world, the Apple Watch monitors your health via heart rate readings every five seconds, and AirPods facilitate natural voice interactions—together forming a 'personal intelligence hub.'

Yet, two caveats remain.

The crease's real-world appearance and hinge durability await mass-production verification. Siri AI launches initially in English only, with Apple's Chinese website still stating 'preparing for Apple Intelligence'—key features for domestic users remain absent. The Duo also supports eSIM exclusively, dependent on carrier cooperation in China.

Nonetheless, social media buzzed with claims that the 'tech event of the year' had reclaimed its throne. For Ternus's first test, Apple's answer was clear: Wait seven years for a category to mature, then dominate it with ecosystem and supply chain might.

History has proven repeatedly—Apple doesn't need to arrive first; it just needs to win last.

Whether this strategy holds true again will be revealed in sales rankings post-October 23.

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