Apple’s Foldable Future: Why the iPhone Duo Is Just the Beginning

Mark Gurman, senior analyst at Bloomberg, revealed that the iPhone Duo will not remain the sole foldable device in Apple’s portfolio. He argues that the launch of this “ раскладушка ” marks a pivotal shift that will reshape the smartphone market over the next 10 years.

Market Forecast

Gurman’s projection is that within 10 years foldable smartphones will command the majority of global sales, overtaking traditional monoblock phones. This forecast is based on early adoption rates and the premium positioning Apple gives to its flexible hardware. The analyst stresses that the momentum generated by the iPhone Duo will accelerate consumer acceptance of hinge‑based designs.

The shift is not merely a trend but a structural change, according to Gurman, who points to the rapid integration of foldable technology in flagship devices across the industry. He believes that Apple’s entry will force competitors to accelerate their own foldable roadmaps, creating a virtuous cycle of innovation and demand.

Naming Strategy

Originally, Apple considered branding the device as Ultra, a name that would have signaled a high‑end, performance‑focused variant. Gurman explains that the company abandoned Ultra because it would limit future naming flexibility. Introducing a suffix such as Ultra Max or Ultra SE would sound incongruous with Apple’s clean product language. By dropping Ultra, Apple keeps the door open for a broader family of flexible phones.

The decision also reflects Apple’s desire to avoid consumer confusion. A single “Ultra” moniker could imply exclusivity, making it harder to market subsequent models that differ in size, price, or feature set. The new naming convention therefore supports a modular approach to product differentiation.

Planned Extensions

Gurman predicts that Apple will soon unveil a simplified version called Duo SE, aimed at price‑sensitive buyers who still want a foldable experience. In parallel, a larger‑screen variant dubbed Duo Max is expected, featuring an increased diagonal display for power users. Both models will share the core hinge technology of the iPhone Duo, ensuring a consistent user experience across the lineup.

These upcoming devices illustrate Apple’s strategy to cover multiple market segments without cannibalizing the flagship iPhone Duo. The Duo SE will likely adopt a more modest processor and camera array, while the Duo Max will push the envelope with a bigger screen and possibly higher refresh rates. Each model will retain the premium build quality that defines Apple’s hardware.

Impact on Apple’s Ecosystem

Introducing a family of foldable phones will have ripple effects throughout Apple’s software and services ecosystem. iOS will need to adapt to varying screen real estate, offering dynamic UI scaling for both compact and expansive displays. App developers will receive new APIs to leverage the hinge, enabling innovative multitasking scenarios.

Moreover, accessories such as cases, chargers, and MagSafe components will be redesigned to accommodate the unique form factor of the Duo series. This ecosystem expansion reinforces Apple’s lock‑in advantage, as users benefit from seamless integration across devices, regardless of whether they own a monoblock iPhone or a foldable Duo model.

Competitive Landscape

Apple’s entry into the foldable arena puts pressure on rivals like Samsung, Huawei, and Motorola, all of which have already released multiple hinge‑based phones. Gurman notes that Apple’s brand cachet and software ecosystem could tilt consumer preference toward the iPhone Duo family, even if competitors offer comparable hardware specs.

The analyst also highlights that Apple’s supply chain expertise may allow it to produce foldable displays at lower cost, potentially narrowing the price gap between premium foldables and mainstream smartphones. This cost advantage could accelerate the adoption curve that Gurman predicts for the next 10 years.

Conclusion

Mark Gurman’s insights suggest that the iPhone Duo is merely the opening act in Apple’s ambitious foldable roadmap. By discarding the Ultra label, Apple signals its intent to launch a diversified lineup that includes Duo SE and Duo Max, each tailored to distinct user needs. If Gurman’s forecast holds true, foldable smartphones will dominate the market within 10 years, reshaping how consumers interact with their devices and cementing Apple’s role as a catalyst for this transformation.