– Consumer interest in foldables increases with Apple's entry, with over 30% indicating likelihood to purchase.
– Overall smartphone shipments projected to decline 17%, but foldables may see growth due to Apple's influence.
– Apple's premiumization strategy aligns with rising costs in the tech market.
– Siri's improvements could enhance user engagement and adoption of new devices.
▸ Full transcript
The software-hardware integration and the fit and finish of the Duo is unlike anything we've seen on any other foldable phone. The foldable phones on the market today feel plasticky and a bit finicky, and what Apple is showing here makes everything else seem like a prototype. This is really beginning a new era for the foldable phone market and Apple. This was the most innovative product we saw today from Apple, and it's going to be the beginning of a long roadmap of new devices, all with displays and AI embedded throughout. So, Mark, are those higher-end features helping Apple justify the premium cost for consumers who haven't owned a foldable phone? If you look at the foldable phone market, Apple's device, the Duo, only comes in at $100 more than what I now consider to be vastly inferior products from Google and Samsung. If you look at it from that comparison, it's a steal. If you compare the price difference between an iPhone 18 Pro, which is now about $1,200, and an iPhone Duo, that's an $800 delta, which is significant. But if you're only comparing foldable to foldable, they're right there with everyone else and a few hundred dollars less than the top end of Samsung, although Samsung has a much bigger display. In addition to that foldable phone, they refreshed the rest of the iPhone Pro lineup and announced some new smartwatches. For $20, you get an upgraded case with wireless charging, an extra hour of battery life, and swipe sensors on the earbud stems for volume control. For $150, that's a compelling product, and now noise cancellation in the $130 version of the AirPods will become an even bigger part of Apple's strategy moving forward. Given the presence of Siri AI on the iPhone and synchronization with the AirPods, new AI features like live translation are emerging. The AirPods aren't a big update, but the tweaks and pricing make them more compelling. The 18 Pro and 18 Pro Max are the second generation of new designs that Apple typically sells better than the first generation. This is a continuation of what we saw last year. Not much to write home about here, but again, a compelling upgrade. The $100 price increase is marginal compared to what some people on the street believed. But if you've been reading Power On, you knew it would only be $100. Real quickly, Mark, when can I actually get my hands on these things? The Apple Watch is open for pre-order today. The AirPods and the new iPhones go on pre-orders Saturday, September 12, and those three devices, other than the Duo, will be available on September 18. The iPhone Duo is coming a little later, with pre-orders beginning in mid-October, October 16, and the release date is October 23. Tony, were you impressed by what you heard today? Yeah, I thought it was an exciting event. We have a new CEO, a new form factor, right as we're coming out of the cusp of agent AI for consumers. I was impressed. I think that the $2,000 foldable phone is something the market's been waiting for a long time. It increases the total addressable market. In addition, at that price point, I think we're seeing Apple move to more premiumization. That's needed to deliver more value to the customer and move up the pricing stack. We've also got cost inflation in the market with memory. I think that flywheel of delivering more capabilities, increasing the ASP, moving up the stack, and improving margins is going to be a big story, along with improving the upgrade cycle. What are you looking for now from an execution and financial risk perspective? The adoption rate, the rollout, bottlenecks in the supply chain? The key thing I'm looking for is actually in Siri. Are they really improving? What kind of jobs can it do for the consumer? I think real personal agents are something that Apple has a competitive moat around. They know the context, they have the personalization, and they've built a great ecosystem. Expected to grow the most of any tech company in a year, but when you look at the long-term arc, the sustainability and duration of runway improved because they keep introducing more products, like foldables and more services, and just improving the mix of it. They're more of a steady-eddy compounder that delivers value for the personal computing ecosystem, which has grown more impressively than estimates have been over the last 10 years. What do you think about it? I really appreciate it. Tony Wong, portfolio manager of the Science and Tech Equity Strategy over at T-Row Price. As we continue our coverage of Apple's latest product launch, there are still concerns about what the appetite will be at that price point. We want to go out to Cupertino, California, where Nabila Popola is sitting. She's the senior director of data analytics over at IDC. Nabila, I first want to start off with the broader smartphone market because you and your folks over at IDC just put out a report saying that we were actually expected to see a significant drop overall for smartphone shipments down about 17% this year. Will the new lineup of phones, the iPhone Pro and the Duo, change that in any material way? Hi, thank you for having me. Based on everything we've seen today, we had expected a new foldable to launch and this move of the baseball. Global foldable shipments would have declined at a double-digit rate without Apple, but now you're talking about 13% growth. Given the aggressive price that Apple announced today, which is way lower than what we were expecting, we might just have to pull the foldable forecast up a bit. If we're seeing consumer fatigue with foldables, why is Apple going to be different? Foldables have been around for eight years, and every year there are critics and consumers asking when Apple will make a foldable. There are plenty of consumers in the iOS camp who never ventured into the foldables that existed in the Android world because they weren't compelling enough. We've done surveys asking if Apple made a foldable, would you be interested? Over 30% said they would most likely buy it, indicating that Apple is appealing to a significant segment of consumers.
Analysis
Apple's launch of the iPhone Duo and its aggressive pricing strategy is expected to significantly boost the foldable phone market, projecting a growth of almost 13%. The interest from Apple loyalists, who previously avoided foldables, indicates a potential shift in consumer behavior that could redefine market dynamics.