Apple is on the verge of its most anticipated hardware launch in years. With just hours to go until the company’s “Surprise and Shine” event, a fresh report from Bloomberg’s Mark Gurman has pulled back the curtain on the long-rumored foldable iPhone, revealing a name, a price, and a launch window that could reshape Apple’s product lineup under its new CEO, John Ternus.

The iPhone Duo: Name and price revealed

According to a late-night report by Bloomberg’s Mark Gurman, as detailed by The Verge, Apple’s first folding phone will be marketed as the iPhone Duo. The name, which echoes Google’s ill-fated messaging app from a decade ago, signals Apple’s focus on dual-screen versatility and its intent to bridge the gap between phone and tablet.

The device is expected to start at $2,000 for a 256GB configuration, with a top-tier 2TB model reaching around $3,000. That pricing puts it firmly in ultra-premium territory, above Apple’s current flagship iPhone 18 Pro Max and directly in competition with Samsung’s Galaxy Z Fold series and Google’s Pixel Fold. Shipping is rumored to begin as soon as October, with initial color options limited to white and dark blue.

A decade in the making

The foldable iPhone has been a subject of speculation for nearly ten years, with Apple reportedly exploring various form factors, from clamshell designs to larger book-style folds. According to Gadgets360, the device’s development has spanned a decade, underscoring the engineering challenges Apple faced in delivering a foldable that lives up to its standards for durability, battery life, and software integration.

Apple’s entry into foldables is seen as a validating moment for the category, which has grown from novelty to a genuine niche. Industry analysts have long argued that Apple’s participation would accelerate consumer adoption, much as the original iPhone did for smartphones. The “Duo” branding, if accurate, suggests Apple is positioning the device as two screens working in harmony, rather than simply a flexible display. That concept could allow for multitasking features that leverage iPadOS-style capabilities in a pocket-friendly form.

What else to expect at “Surprise and Shine”

Wednesday’s event, which Apple has teased with the tagline “Surprise and Shine,” is expected to be a blockbuster showcase. Gadgets360’s live coverage preview indicates that alongside the foldable, Apple plans to debut the iPhone 18 Pro series, likely with updated cameras and the next-generation A-series chip. Other anticipated announcements include a new Apple Watch Series 12 and updated AirPods, rounding out a fall hardware refresh.

AppleInsider adds another feature to the mix: the foldable is rumored to support the Apple Pencil. That would make the iPhone Duo a serious tool for note-takers, illustrators, and productivity users, blurring the line between smartphone and tablet. If accurate, the combination of a large foldable display, stylus support, and Apple’s ecosystem could make the Duo a compelling alternative to carrying both an iPhone and an iPad.

The name game: Ultra vs. Duo

Until now, the foldable was widely referred to in the rumor mill as the “iPhone Ultra,” continuing Apple’s naming trend from the Apple Watch Ultra. Gurman’s report suggests a departure, with “Duo” emphasizing the dual-panel design. The Verge noted that the Duo name carries baggage from Google’s discontinued messaging service, but Apple has a history of adopting names that others have used — such as “iCloud” or “iMessage” — and making them wholly its own. Whether the name sticks until the official announcement remains to be seen, but the symbolism is clear: this is a product designed to do two things at once.

Market implications and competitive landscape

The $2,000 starting price is a bold statement. Samsung’s Galaxy Z Fold 6 retails for $1,899, making the iPhone Duo $100 more expensive at launch, though storage tiers and exchange rates could shift that calculus. Apple’s pricing strategy has often aimed at the premium segment, but the foldable’s price point may test consumer willingness to pay a significant premium for a new form factor.

IDC and Counterpoint Research data show that foldable shipments have been growing steadily, albeit from a small base. Apple’s entry could more than double that growth trajectory in developed markets, particularly among iOS loyalists who have been waiting for a foldable that integrates seamlessly with their existing ecosystem. The risk for Apple is that early adopters may face the same durability concerns that plagued early foldables, and the company’s famously secretive testing processes will be scrutinized once the device ships.

Leadership in transition

Wednesday’s event will also be the first iPhone launch since John Ternus took over as CEO, succeeding Tim Cook. Ternus, previously Apple’s head of hardware engineering, is known for his operational discipline and has been instrumental in Apple’s transition to custom silicon. The foldable represents a legacy-defining product for his tenure, demonstrating Apple’s ability to innovate beyond iterative updates. How Ternus handles the inevitable questions about supply constraints and pricing will be closely watched by investors and consumers alike.

What happens next

As with all Apple rumors, the final details will only be confirmed during the event. However, the convergence of multiple credible reports — from Bloomberg’s Gurman, AppleInsider, and Gadgets360 — paints a consistent picture: Apple is ready to enter the foldable era with a premium device, a dual-screen identity, and a price tag that underscores its ambitions.

For now, the tech world is holding its breath. Will the iPhone Duo live up to a decade of anticipation? Can it justify a $2,000 price with Apple Pencil support and a transformative form factor? And how will the market react to Apple’s boldest gamble since the Apple Watch? Within 24 hours, we will have answers.

“The name of the company’s long-rumored folding phone is the iPhone Duo,” Bloomberg’s Mark Gurman reported, as cited by The Verge.

Stay tuned to our live coverage and analysis as Apple’s “Surprise and Shine” event unfolds, and we bring you the official announcements, hands-on impressions, and what it all means for the future of the smartphone.