# Apple executives explain timing behind iPhone Duo foldable launch Ternus and Joswiak reveal why Apple chose now to enter the competitive foldable market. - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-09-11 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/1d42de25-65bd-4abf-ae23-a188170261b9 ## Apple's foldable market entry Apple executives John Ternus and Greg Joswiak discussed the company's decision to launch the iPhone Duo foldable smartphone during a recent interview. They emphasized Apple's philosophy of waiting until they can deliver a product meeting their high standards for quality, durability, and design. The iPhone Duo represents Apple's first foray into the competitive foldable smartphone market, which has been dominated by Android manufacturers until now. ## Timing the market right Ternus explained that Apple waited to enter the foldable market until they could create something truly special through hardware and software integration. He described the development process as a 'green field of opportunity' that allowed Apple to rethink multiple aspects of smartphone design. The executives believe current foldable offerings from competitors feel cheap and uninspiring, with plastic surfaces that are wavy and unpleasant to touch. ## Design philosophy behind iPhone Duo The iPhone Duo represents Apple's approach to combining hardware and software innovation. Ternus highlighted how all elements came together to create what they felt was the right product at the right time. Joswiak criticized existing foldable designs in the market, suggesting Apple saw room for significant improvement in both form and function. The executives emphasized their focus on premium materials and user experience. ## Ternus on becoming Apple CEO In the same interview, Ternus shared his emotional reaction to becoming Apple's new CEO, calling it an 'extraordinary privilege.' Having spent half his life at Apple, he expressed deep connection to the company and its products. Ternus described feeling goosebumps and excitement about leading Apple into its next chapter, particularly with innovative products like the iPhone Duo. ## Competitive landscape analysis Apple's entry into the foldable market comes after years of Android manufacturers experimenting with the form factor. While Samsung, Huawei, and others have offered foldables since 2019, Apple believes its approach will redefine the category. Industry analysts suggest Apple's late entry allows them to learn from competitors' mistakes while leveraging their strong ecosystem and brand loyalty. ## Market potential for iPhone Duo The foldable smartphone market is projected to grow significantly, with analysts forecasting over 100 million units sold annually by 2025. Apple's entry could accelerate adoption and potentially double these estimates. The iPhone Duo's success may depend on its ability to justify a premium price point while addressing durability concerns that have plagued earlier foldable devices. ## Strategic implications for Apple The iPhone Duo launch represents Apple's first major product category expansion since the Apple Watch in 2015. It signals Apple's confidence in maintaining innovation leadership despite market saturation. The move also pressures competitors to further refine their foldable offerings as Apple brings its design expertise and supply chain advantages to the category. ## Future of smartphone innovation Apple's foldable debut suggests the company sees this as more than a niche product line. The iPhone Duo could represent the beginning of a broader shift in smartphone design philosophy. With Apple's resources and ecosystem integration, foldables may finally move from experimental to mainstream, potentially reshaping the $500 billion smartphone industry. ## Sources covering this story - https://9to5mac.com/2026/09/11/john-ternus-and-greg-joswiak-reveal-why-now-is-the-time-for-iphone-duo/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._