Background: Apple has been one of tech's OG innovators, from the Mac and iPod to the iPhone, which changed the game in 2007. But lately, each new iPhone has felt more like a tiny upgrade on the last.    

What happened: Now, Apple has launched the iPhone Duo, its first-ever folding iPhone. But there's a catch: the base model starts at AU$3,499 and the premium version goes for nearly AU$6,000. That makes it the most expensive iPhone Apple has ever sold... by a lot.

What else: Samsung launched its first foldable phone seven years ago. So, Apple has a bit of catching up to do. And while Apple may not have the first-mover advantage, it does have the fast-follower strategy up its sleeve.

What's the key learning?

💡 Being first proves a market exists, but being best is what actually wins it. Sometimes it's smarter to watch, wait, and swoop in later.

💡 Apple waited seven years after Samsung started selling folding phones in 2019, using that time to watch rivals uncover the flaws, from dodgy creases and rough hinges to declining batteries, while they burned cash solving them.

💡 This is classic fast-follower play from Apple. Let someone else take the risk, then arrive with a more polished product. And counterpoint estimates Apple could ship up to 6 million foldable iPhones in 2026 and immediately capture 25% of the market. Because being the first to market isn't always the winning move.