Apple CEO John Ternus Explains Why It Delayed Its First Foldable iPhone
Apple CEO John Ternus has explained why the company took years to introduce its first foldable smartphone, the iPhone Duo. In a recent interview with TIME, Ternus criticised some early foldable devices from competing brands, saying they felt “kind of cheap and crappy.” His comments highlight Apple's approach to product development, with the company placing emphasis on display quality, durability and the overall user experience before entering the growing foldable-phone market.
The iPhone Duo marks Apple's entry into a segment in which rival smartphone manufacturers have already released several generations of foldable devices. Rather than being among the first companies to launch such a product, Apple says it spent years working on the technology and refining the design.
Apple Began Exploring Foldable Technology Years Ago
According to the TIME interview reported by technology publications, Ternus was involved in Apple's early work on foldable electronic devices as far back as 2011. He and five other engineers filed a patent application exploring the requirements for foldable hardware, including how components such as batteries and circuit boards could work in a flexible design.
At the time, flexible OLED displays were an emerging technology. Ternus said he believed the industry would eventually reach a stage where displays could bend, creating opportunities for new types of electronic devices.
However, developing a foldable smartphone involves more than making a screen flexible. Manufacturers must address the hinge mechanism, the durability of the display, the materials used on its surface and the way the software responds when the device opens or closes.
Apple's decision to wait reflects its stated aim of bringing these elements together in a product that meets its design expectations. Ternus's remarks suggest the company was unwilling to adopt a design it considered insufficient simply to enter the market earlier.
Concerns About Early Foldable Phones
Early foldable smartphones introduced a new form factor but also drew attention to challenges associated with flexible displays. Visible creases along the folding area, questions about long-term durability and the feel of display materials became important points of comparison between devices.
Ternus's description of some rival products as “kind of cheap and crappy” was a blunt assessment of those early experiences. The comment reflects his view and should not be interpreted as an independent technical assessment of every competing foldable phone.
Apple's product-design team has described how it continued exploring materials and manufacturing techniques rather than settling for a surface that it believed could be improved. Richard Dinh, Apple's vice-president of product design, said Ternus encouraged the team to continue pushing the boundaries of design and manufacturing.
The team worked on a specialised surface treatment intended to make the folding area less noticeable. According to the company, this development formed part of a broader effort to improve the visual appearance and feel of the inner screen.
How the iPhone Duo Addresses Display Creases
Apple's iPhone Duo uses a large internal folding display and a smaller external screen for use when the phone is closed. Apple says the inner display measures approximately 7.6 inches diagonally, while the outer display measures around 5.4 inches.
The device incorporates a precision-engineered hinge designed to support repeated opening and closing. Apple has also highlighted its work on the display surface and the integration between hardware and software.
The company says these changes help make the crease less noticeable while allowing users to move between the two screens. The larger display is intended for viewing content, gaming and multitasking, while the outer screen provides a more compact experience when the phone is folded.
These design claims come from Apple and have yet to establish how the device will perform for every user over an extended period. Independent testing and long-term use will be important in assessing durability, hinge reliability and how well the display holds up over time.
Software and Multitasking Are Also Important
A foldable smartphone needs software that adapts to different screen sizes and orientations. Apple's iPhone Duo runs iOS 27, which the company says has been adapted for the device's folding design.
The larger internal screen supports features such as Split View multitasking and switching between applications. The software also adjusts the display experience as the device folds or changes orientation.
These features are important because a foldable phone is expected to offer more than a larger screen. Users need applications to adapt smoothly and controls to remain convenient in both folded and unfolded modes.
Apple is positioning the iPhone Duo as a device that combines the portability of a smartphone with a larger display for productivity and entertainment. Its success will depend partly on whether users find the folding design useful enough to justify the cost and the differences from a conventional smartphone.
Apple Enters a Competitive Market
Apple's arrival adds another major manufacturer to the foldable-phone market. Rival companies have had more time to refine their devices and build consumer familiarity with folding screens. Apple, meanwhile, is relying on its design approach, hardware integration and software ecosystem to distinguish its first model.
The iPhone Duo is a premium product, and buyers will likely consider its price, durability, display quality, camera features and repair costs before making a decision. The experience of using the device over time will be as important as its initial design.
Ternus's comments provide insight into why Apple chose a slower development path, but they also reflect the company's own standards and perspective. The broader test will be whether the finished product delivers practical improvements that users can notice in everyday use.
By focusing on the display surface, hinge design and software experience, Apple is attempting to address some of the challenges associated with foldable smartphones. The iPhone Duo's performance in the market will show whether the additional development time has translated into a compelling alternative to established foldable devices.
