New foldable iPhone Duo devices on display during Apple's event at the Steve Jobs Theater in Cupertino, California

Apple’s latest smartphone launches, particularly the foldable iPhone Duo, pushes the brand further into the luxury territory at a time when financing schemes and rising aspirations of the Indian consumer were helping the brand grow market share.

With a steep price tag of ₹3 lakh for the foldable model, even Apple loyalists see it as a lifestyle statement rather than a utility buy. There is also anxiety around the hinges, creases and durability of foldables that could hinder adoption despite its novelty. However, some fans still plan to get their hands on the device from US or Dubai.

Delhi-based professional Varun M said he was keen to buy the Apple foldable device and expected it to be under ₹2.5 lakh. “But I think waiting and buying from the US makes more sense than buying it in India now,” he said. The India pricing also makes Samsung foldable looks more lucrative now, he adds.

N Nagaraj, a tech professional based in Chennai, who has used foldables earlier, views the Duo as a ‘flex product’ that people carry to make a statement at that price point. I would prefer not to buy the very first generation product and watch how it fares, he said.

Apple, on its part, seems to be testing how much its brand pull can withstand higher prices.

“Apple has seen a price resilience in India. While other brands are increasing prices to adjust memory cost pressures alone, Apple is doing it with a bit of premium,” said Faisal Kawoosa, Founder, Techarc. iPhone Duo’s pricing may not impact sales prospects too much, given the unparalleled storytelling power of Apple, he adds.

Rishi Padhi, Principal Analyst at Gartner (India), says Apple has “a definite aspirational value” when it comes to iPhones and other hardware. “That interest will remain strong, although higher prices could eventually weigh on volumes.”

With the new models firmly in the premium/ultra-premium offering, financing schemes will determine how consumers react.

Tarun Pathak, Research Director, Counterpoint, says many will bookmark the device as their future potential purchase and the iPhone Duo will expand the overall foldable cateorgy in India. Apple’s volumes are likely to take a hit in the quarter, especially when compared with last festival season, but a lot will depend on the affordability levers, trade-in offers, he adds.

Published on September 10, 2026