Apple CEO John Ternus calls early Samsung foldables "cheap and crappy" amid iPhone Duo debut

Apple CEO John Ternus has taken a dig at early foldable smartphones from rival brands, describing them as "kind of cheap and crappy" while explaining why the company waited years before launching its first foldable phone, the iPhone Duo.

In an interview with TIME, Ternus discussed Apple's approach to foldable technology and its decision to prioritise design, durability and manufacturing before entering the increasingly competitive market. The remarks come as the iPhone Duo makes its debut, marking Apple's entry into a segment pioneered by rival manufacturers, including Samsung.

Why Apple Waited To Launch A Foldable Phone

Apple had been exploring foldable technology long before the iPhone Duo was introduced. In 2011, Ternus and five other Apple engineers filed a patent application for foldable electronic devices, examining the technical challenges involved in developing such products.

Ternus said Apple recognised the potential of flexible OLED displays early on. However, the company chose not to rush a commercial product to market while concerns surrounding early foldable smartphones remained.

Some of the challenges associated with first-generation foldables included visible creases along the folding area, questions about durability and compromises in everyday usability. Apple's approach was to spend additional time developing a device that could address these shortcomings rather than simply follow competitors into the category.

"The other examples in the world felt kind of cheap and crappy," Ternus said, referring to earlier foldable devices.

Apple Focuses On Reducing The Display Crease

One of the biggest challenges in developing foldable smartphones has been minimising the crease that forms where the display bends. Apple has reportedly invested considerable time in improving the display and hinge mechanism of the iPhone Duo.

The device features a specially developed display surface and a precision-engineered hinge designed to make the crease less noticeable. Apple's engineering efforts also involved collaboration with suppliers to refine the materials and manufacturing processes used in the phone.

According to reports on the TIME interview, the hinge incorporates more than 100 precision components, while a custom polymer surface helps improve the display experience.

These refinements reflect Apple's emphasis on making its first foldable smartphone feel more polished and practical for everyday use.

iPhone Duo Price And Availability In India

Apple's first foldable smartphone starts at ₹2,99,900 in India, positioning it in the premium segment of the market.

Pre-bookings for the iPhone Duo open on October 16 at 5:30 pm IST, while the device is scheduled to go on sale on October 23. Interested customers can book the smartphone through Apple's official online store and authorised retail channels.

With its entry into the foldable smartphone market, Apple is set to compete more directly with established players such as Samsung, which has been selling foldable devices since 2019.

Apple's Entry Could Intensify Foldable Phone Competition

Apple's arrival in the foldable segment adds a new dimension to competition in the premium smartphone market. While rival manufacturers have spent years refining foldable designs, Apple appears to be betting on its design expertise, hardware integration and manufacturing standards to distinguish the iPhone Duo.

Ternus's comments also underline the company's strategy of entering a product category when it believes the technology is sufficiently mature to deliver the experience it wants.