Apple’s New CEO Just Called Early Foldable Phones ‘Cheap and Crappy’ While Asking Buyers to Pay $1,999 for His New iPhone Duo

Apple spent years watching Samsung and other smartphone makers experiment with foldable phones before introducing the iPhone Duo. Now, the company’s new CEO, John Ternus, is making it clear why Apple waited so long.

In a recent TIME interview, Ternus described some early foldable smartphones as “kind of cheap and crappy,” criticizing the compromises that defined the first generation of devices.

Samsung introduced its first Galaxy Fold in 2019, seven years before Apple entered the category. Those early models faced serious durability problems, including screen failures that forced Samsung to delay the original Galaxy Fold’s launch.

The technology has improved considerably since then, but Apple seems to believe the wait gave it a chance to address some of the category’s biggest weaknesses.

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Apple wants the iPhone Duo to feel different

The iPhone Duo features a 5.4-inch outer display that opens into a 7.6-inch screen, giving users a tablet-like experience without carrying a second device.

One of Apple’s biggest selling points is the inner display’s minimal crease, a persistent criticism of foldable phones even as manufacturers have refined their designs.

Ternus said he gave Apple’s engineering team “the confidence to really push the boundaries on innovation and manufacturing” while developing the device.

That manufacturing focus is particularly relevant given his background. Before succeeding Tim Cook as CEO on September 1, Ternus led Apple’s hardware engineering division, overseeing the development of products including the iPhone, iPad, and Mac.

The iPhone Duo is his first major product launch as CEO, making its reception an early test of Apple’s new leadership.

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The $1,999 iPhone Duo is already attracting attention

The iPhone Duo starts at $1,999, placing it among Apple’s most expensive consumer devices.

Preorders opened October 16, ahead of the official October 23 launch. Early demand appears strong, with some configurations reportedly showing delivery estimates extending into 2027.

Ternus has signaled that Apple’s product strategy could change under his leadership, with plans to accelerate development and introduce new devices more frequently.

For a company that waited seven years to release its first foldable phone, that could mark a significant shift in how quickly Apple brings new hardware to market.