Apple’s highly anticipated entry into the foldable market has sparked a buying frenzy, with the new iPhone Duo selling out within hours of going on pre-order and delivery dates slipping into January 2027.

Priced at a steep $1,999 in the US and £1,999 in the UK, Apple’s first foldable device seems to have defied some initial scepticism. The handset opens from a compact 5.4-inch outer display into a 7.6-inch tablet-sized inner screen.

Apple has addressed historical pain points of foldable technology by implementing a virtually invisible crease with a matte finish, alongside introducing the first-ever Apple Pencil support on an iPhone.

Despite the luxury price tag, consumer demand has instantly overwhelmed available inventory. Commenting on the launch, Ernest Doku, mobiles expert at Uswitch, noted Apple’s traditional ability to mainstream emerging technology:

“Apple is always fashionably late, but the party rarely gets going until it arrives. Samsung has been making foldable phones for seven years, yet it’s only this year that they’ve started to feel like more than a niche gadget. Apple has a knack for taking new tech mainstream, and its job now is to make the foldable feel normal, just as it did with the smartwatch and wireless earbuds.”

Doku highlighted that while competitors spent years refining foldable hardware, tackling fragile screens and prominent creases, Apple’s immediate engineering fixes have successfully captured consumer interest.

However, analysts point out that purchasing habits are shifting. With many consumers leaning toward SIM-only plans, refurbished hardware, or longer handset retention cycles, a £1,999 starting price represents a major financial commitment.

To offset the cost, Apple has introduced 0% financing options over 30 months, spreading the device cost to approximately £66.63 per month before adding a mobile tariff. Doku advised buyers to weigh these financing structures against buying outright and pairing the phone with a budget SIM-only plan.

As initial stock evaporates and shipping dates push deep into early next year, the rapid sell-out proves that consumer appetite for Apple’s vision of the foldable phone remains high, despite the record-breaking price point.

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