Apple's new chief executive, John Ternus, took the stage in Cupertino on Wednesday to unveil the company's latest iPhone generation and its first-ever foldable device, the Duo. The event marked a defining moment for Ternus, who succeeded Tim Cook after 15 years at the helm, and for a company seeking to reclaim its innovation edge in a crowded global market.
The Duo, which folds open like a book to reveal a 7.8-inch OLED display, is Apple's answer to rivals such as Samsung and Huawei that have dominated the foldable segment for years. With a starting price of €1,899 in Europe, the device is positioned as a premium product, targeting professionals and early adopters who value portability without compromising screen real estate. Analysts note that the Duo's hinge mechanism, made from a titanium alloy, is designed to withstand 200,000 folds, a durability claim that will be closely watched by European consumers accustomed to harsh weather and heavy daily use.
The iPhone 17 series, also introduced at the event, includes four models: the standard iPhone 17, the iPhone 17 Pro, the iPhone 17 Pro Max, and a new iPhone Air, which replaces the mini line. The Air model, at just 5.4 millimeters thick, is the thinnest iPhone ever produced, a feature that may appeal to European buyers who prioritize sleek design. All models run on the new A19 chip, which Apple says delivers a 20% performance boost while improving energy efficiency—a key selling point in the EU, where data privacy and sustainability are top concerns.
A strategic pivot under new leadership
Ternus, previously Apple's hardware engineering chief, used the event to outline a vision that goes beyond incremental upgrades. "We are not just making devices; we are building tools that empower people to create, connect, and work in ways that were unimaginable a decade ago," he said. His remarks were seen as a direct response to critics who argue Apple has lost its innovative spark, a narrative that has gained traction in European tech circles where competitors like Samsung's Galaxy Z Fold have set the pace.
The Duo's launch is particularly significant for Europe, where foldable smartphone adoption has grown steadily. According to market research firm Counterpoint, foldable shipments in Western Europe increased by 45% in the past year, with Germany, France, and the UK leading the charge. Apple's entry into this segment could intensify competition, potentially driving down prices and accelerating innovation. "The Duo is a game-changer," said Marta Silva, a tech analyst at Lisbon-based consultancy TechEuropa. "European consumers have been waiting for Apple to offer a foldable that integrates seamlessly with their ecosystem, and this device delivers on that promise."
However, the launch is not without challenges. The Duo's price point is significantly higher than many Android rivals, and Apple will need to convince European buyers that the premium is justified. Additionally, the company faces regulatory scrutiny in the EU over its App Store policies and digital markets compliance, a backdrop that could complicate its market strategy. Ternus acknowledged these pressures, stating, "We are committed to working with regulators to ensure our products meet the highest standards of privacy and security."
The iPhone 17 series also introduces a new camera system with a 48-megapixel main sensor and improved low-light performance, features that are likely to resonate with European users who frequently document travel and outdoor activities. The Pro models include a periscope lens with 5x optical zoom, a first for Apple, which could appeal to photography enthusiasts in cities like Paris, Berlin, and Rome.
Apple's stock rose 2.3% in after-hours trading following the announcement, reflecting investor optimism about the company's new direction. Yet, some analysts remain cautious, noting that the foldable market is still niche and that Apple's success will depend on its ability to scale production and manage supply chains, particularly given the ongoing geopolitical tensions that have disrupted global tech manufacturing.
For European consumers, the new devices will be available for pre-order starting September 20, with in-store availability from September 27. The Duo will initially launch in select markets, including Germany, France, and the UK, with a broader rollout expected later in the year. As Apple navigates this new chapter under Ternus, the company is betting that its loyal customer base in Europe will embrace the foldable future—a bet that could redefine the continent's smartphone landscape.
