Apple's new boss starts with big gamble on £1,999 first folding iPhone

Apple's model, he claimed "redefine[s] the experience of using a foldable phone".In the US, prices start at $1,999, but can go up to $3,200.

It has taken eight years to develop, something Ternus was directly involved in after spending many years as a top executive inside Apple's hardware division.When unfolded, it looks like a small iPad and a wider iPhone when it is folded.Ternus said: "It's entirely new and at the same time remarkably familiar.

A similar size to your passport, it feels familiar to hold and comfortable to use with one hand."But the product is facing established competitors.

"The real fight is China, where Huawei owns nearly 80% of foldables," said Francisco Jeronimo, vice president for data and analytics, devices at IDC EMEA.Apple unveiled its new iPhone Duo as part of a launch event in Cupertino, California on WednesdayBen Wood, chief analyst at technology research firm FDM CCS Insight, said it was likely Ternus's promotion was timed specifically "to coincide with what will be arguably one of the….

"A lot of people are intrigued by it, but the software and the learning curve that you have from moving from a traditional phone to a foldable is real."Wood noted that the current market for foldable smartphones from the likes of Samsung and Huawei make up only 2% of smartphone sales.

Even with Apple's version likely driving interest and demand, sales are only expected to reach 4% of the total market in the next decade, according to data and analytics firm FDM CCM Insight.The iPhone has been Apple's top-selling product and accounts for more than half of the company's sales each year.In recent quarters, the company has boasted that the iPhone is more in-demand than ever, with the most recent version….

And when a third-party is required for a function, Ternus said it will remain private in a remote server, or cloud."Others see that data as something to collect and store," Ternus said.

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