Apple's iPhone Duo, announced but not yet shipping, is already affecting the foldable market. One Engadget report says more people are buying Samsung's Galaxy Z Fold 8 after the announcement, and Samsung has responded by lowering prices in some markets. That suggests Apple's hype is lifting the entire category rather than just its own device.
The category still has room to grow. IDC estimates that about 20.6 million foldables shipped last year, a fraction of the 1.25 billion smartphones sold globally. The same article argues that Apple's entry could push competitors to improve both hardware and software, pointing to the iPhone Duo's less visible screen crease and its purpose-built interface as features other makers may soon adopt.
A separate Engadget piece addresses the name. Critics note that Microsoft used "Duo" for its Surface Duo foldables, but Apple has its own history with the name, including the PowerBook Duo from 1992 and the MagSafe Duo Charger. Microsoft's Surface Duo line was discontinued, with the third model scrapped in 2023, so the comparison is more about nostalgia than rivalry.
The two articles agree that Apple's move is significant, but they differ in focus: one sees it as a competitive catalyst for Samsung and the broader market, the other as a naming footnote with deep roots. Together they suggest Apple's foldable entry is likely to shape both sales and design expectations.