Why Apple’s $2,000 iPhone Does Less

Apple’s new CEO John Ternus just launched the most expensive iPhone ever made, and almost nobody noticed the real reason why. In his first launch as head of a $4.7 trillion company, his opening move was a $2,000 folding phone that does less than the cheaper one next to it. In this documentary we break down the iPhone Duo, Apple’s first foldable. It starts at $1,999, which is $800 more than the $1,199 iPhone 18 Pro. But it drops the telephoto lens, drops Face ID, drops the physical SIM, and does not even ship until late October. So why does it exist? We trace Apple’s pricing from the original $499 iPhone in 2007, to the first $1,000 iPhone in 2017, to today, and reveal the psychological anchor hiding inside the iPhone Duo’s price tag. We also look back at the $3,500 Vision Pro flop, and what Tim Cook stepping down really means for how much your next iPhone will cost. This is not a spec review. It is the story of the machine underneath the price. Subscribe for more business documentaries that unpack the products you use every day.