Source: Tencent Technology
"For us, this is virtually a greenfield area where much can be rethought from the ground up," Tenous said in an interview following the press conference, providing a detailed review of Apple's decade-long journey with foldable screens.
"For us, this is virtually a greenfield area where much can be rethought from the ground up," Tenous said in an interview following the press conference, providing a detailed review of Apple's decade-long journey with foldable screens.
This interview was not merely a technical review following a new product launch; it felt more like the first "unboxing" since Apple's new CEO, Tenus, took office. Most of the pressing external concerns—such as delays, allegations of imitation, screen creases, and UI adaptation—were addressed one by one:
1. Why did Apple enter the foldable screen market only after nearly a decade of development in this sector?
Products on the market "did not particularly inspire us"; Apple "never rushes an immature product to market just to meet a deadline." Apple was unwilling to produce a large, blocky device that looked like "two phones awkwardly stitched together." The product was launched only when the company could get the large screen, portability, hardware, and software right simultaneously.
2. How has Apple resolved longstanding issues with foldable screens, such as creases, a plastic feel, and hinge durability?
Tenus stated that foldable screens "must be designed as a complete system": complex hinges are used to keep the screen as flat as possible, high-strength glass is added to both sides of the OLED panel, and the outermost surface uses a new polymer material with nano-texture treatment. Upon seeing the proposal for the first time, his reaction was: "Yes, that's it."
3. Why did Apple redesign iOS for foldable screens instead of simply scaling up the iPhone interface?
Because Apple did not want the iPhone Duo to become merely an "enlarged phone." Control areas were moved to the right to return vertical space to content and ensure that operations remain within the natural reach of the right thumb, whether the device is folded or unfolded. Additionally, the inner and outer screens maintain a consistent aspect ratio logic, allowing content to scale and transition naturally.
4. Will developers have to adapt their applications from scratch for this new device?
Josviak responded, "It will, indeed, be somewhat easier." Apple already maintains two ecosystems for iPhone and iPad, so developers have long dealt with canvases of different sizes; teams that have adapted apps for the iPad mini, in particular, have a solid foundation. When discussing the new APIs, Josviak almost revealed the internal project codename but caught himself in time: "We now need to get used to referring to it by its official product name."
5. With the Apple Pencil making its debut on the iPhone, has Apple broken with its longstanding convention of “not needing a stylus”?
Tenius stated, “To be honest, I never regarded it as a strict rule.” The iPhone Duo functions perfectly well without the Apple Pencil; however, once unfolded, it offers a larger canvas, transforming the Pencil from a superfluous accessory into a tool that some users will appreciate and leverage for enhanced productivity.
6. What exactly is an iPhone priced near $2,000 selling?
Tenius did not shy away from the price point: “Yes, it is more expensive than other iPhones.” However, he argued that it remains a product of extreme structural complexity and high-precision engineering, offering “strong value.” Josviak offered a more straightforward explanation: It is called Duo because “when closed, it is the familiar iPhone; when opened, you gain a vast display area.”
7. Will AI relegate smartphones to the background, allowing glasses or other wearable devices to take over as the central hub for personal computing?
Tenius noted that smartphones remain “powerful, long-lasting, and equipped with screens.” More importantly, personal information resides on “devices held and controlled by you”; “others cannot access it, nor can Apple, and we have no desire to do so.” While the Apple Watch and AirPods serve as extensions, the iPhone remains what Apple terms the “intelligent personal hub.”
8. Will the Apple Watch become an all-day listening device?
Josviak specifically addressed these privacy concerns, stating that the watch does not continuously record audio. Raw audio exists only briefly when processing is required to generate high-level summaries; “there are no complete recordings, nor any verbatim transcripts.” He further clarified: “If the recording itself does not exist, it means no one else can obtain it.”
9. As Apple’s CEO, what kind of “Tenius Era” does Tenius intend to leave behind?
When faced with the question of whether an engineer at the helm would reinvigorate Apple’s innovation, he avoided discussing management styles or issuing grand slogans. Instead, he said, “I love building products, and I love building them alongside the people at Apple. I have been doing this for 25 years.”
Speaking of Apple, he said, “Apple is in my blood. I have spent nearly half my life here.” As for what comes next, his answer remained focused on the most concrete matters: “The most important thing is still to focus on doing things right and creating great products.”
10. After such a long period of R&D on Apple’s foldable screen, what is the proudest achievement?
Beyond the product itself, the thing Joswiak spoke about with the most excitement was: “We really kept this secret.” He revealed that the project had a “quite amusing” internal codename but refused to disclose it. Apple maintained exceptional secrecy because outsiders had previously guessed from leaks that it was working on a foldable screen, with some even correctly surmising the screen aspect ratio.
Below is an edited transcript of interviews conducted by TechRadar and Tom's Guide, compiled by Tencent Technology. Adjustments and abridgments have been made without altering the original meaning:
01. Why has the foldable iPhone been so long in coming?
Q: You were not the first entrants in this category, giving you time to observe and study the market. So, what exactly makes the iPhone Duo different from previous foldable smartphones? At what point did you realize: “We are ready, and the market is also ready to welcome an Apple-style foldable iPhone”?
Turnus: For us, the key has always been: when do we truly have a product concept that meets Apple’s standards? It must satisfy our requirements for quality and durability, as well as our design standards. I believe one particularly remarkable aspect of the iPhone Duo is how well it demonstrates the integration of hardware and software to create a truly distinctive product.
For us, this was almost a field ripe for re-cultivation, allowing many things to be reconsidered from scratch. This rethinking is evident not only in the hardware but also in the software and overall design. Ultimately, all these factors converged, leading us to conclude: this is the right product.
Joswiak: What we presented at the launch event closely mirrored our internal discussions. The concept itself is simple: you want a large screen that can also fold up to fit into your pocket. But as Turnus mentioned during the presentation, we did not find the products previously released by other manufacturers particularly inspiring. Throughout Apple’s history, we have never rushed an immature product to market just to meet a deadline.
I have always been amazed, surrounded by a group of exceptionally talented engineers and designers. They proactively consider: How should we approach this? How can we truly execute this in the Apple way? In my view, the answer primarily lies in two aspects—“two fold”—and this is not an intentional pun on foldable screens.
First, we changed the screen's aspect ratio. We did not want to create a device that felt like two phones rigidly joined together, unfolding into a large square, resulting in a bulky, unwieldy product that does not truly align with how people use smartphones. Therefore, we adopted a different aspect ratio that better reflects our understanding of the smartphone form factor.
Second, after seeing the actual device yesterday, you likely noticed clearly that our software team invested significant effort in both design and execution. The final user experience is entirely distinct from other foldable products on the market. While many existing products suffer from poor software experiences, the iPhone Duo delivers an impression that says, “This is something only Apple would make.”
02. Crease, Hinge, and Nano-Texture
Q: When it comes to foldable screens, one of the most frequently discussed issues is the crease. This time, you have adopted nano-texture treatment. To my knowledge, no other manufacturer has fully implemented the same approach, although many brands have experimented with various solutions. How did you arrive at this direction? After deciding to develop a foldable screen, why did you consider nano-texture to be a simple and natural solution to this industry-wide challenge?
Ternus: I believe our holistic approach to the display and hinge is very much “Apple.”
We return to first principles, starting with the most fundamental question: How can we make this as good as possible? You must design it as a complete system. For instance, we designed an extremely complex hinge system, with one of the primary goals being to ensure the screen unfolds as flatly as possible.
The layered structure of the display itself is also highly unique. We incorporated high-strength glass on both the top and bottom sides of the OLED panel to enhance durability and help maintain a flatter screen surface.
As for nano-texture, users have already embraced the nano-texture display technology on the iPad and MacBook Pro. However, on the iPhone Duo, we have actually developed an entirely new implementation method. Interestingly, the outermost layer of the inner foldable screen is not glass, as in traditional smartphones, but a polymer material.
If you have examined some of the foldable screens previously available on the market, you may have noticed that certain products feel somewhat like inexpensive plastic: the tactile experience is unsatisfactory, and they may appear wavy, wrinkled, or uneven. Nano-texture treatment significantly mitigates these issues. It looks exceptionally smooth, feels pleasant to the touch, and offers high durability.
Q: What was your reaction when you first saw this solution?
Ternus: The feeling at the time was, "Yes, this is it." We often experience a moment of clarity when we first see a design model or prototype, realizing that the direction is correct. You think, "This is it; this is what I want." Once you find that feeling, the next step is to figure out how to actually build it and turn the concept into reality.
Joswiak: Another thing that makes me particularly proud is that we really kept this secret.
We implemented additional confidentiality measures for this project and did not disclose any information externally. There was even a humorous internal code name for the project, but I won't tell you what it was, and it had no relation to the product itself.
At the time, we decided that this project required heightened secrecy. Due to various leaks, the outside world already knew that we were developing a foldable screen product.
Regrettably, some people even guessed the screen aspect ratio correctly, and later you would see products appearing on the market that "conveniently" adopted similar ratios. Therefore, we decided that we must strictly lock down information in this area, and ultimately, as proven by the results, we succeeded.
03. Not Just a Larger iPhone
Q: What about the software? I feel that the most ambitious, yet somewhat risky, aspect this time is that you rethought iOS for the foldable screen, such as moving many control elements to the right side of the screen. How was this decision made? What are the actual differences in the software experience between foldable phones and traditional slab-style phones?
Ternus: This relates to what I just mentioned: when facing a completely new device form factor, one of the most exciting aspects is the opportunity to rethink many things.
As Joswiak stated, we started with a simple principle: since we are making a foldable phone, its unfolded state should be optimized to the greatest extent possible. Clearly, we have accumulated significant experience with large-screen interactions on the iPad, so we knew exactly what we wanted.
Then you arrive at a device form factor with an aspect ratio similar to a "passport." The software team quickly realized that we could move the control area to the right side, thereby returning as much vertical space as possible to the content.
We later discovered that this layout is actually very intuitive: when the device is closed, the controls are positioned exactly where your right thumb naturally rests; when opened, they remain within easy reach of your right thumb.
Therefore, a critical question for iOS is: with both an inner and outer screen, how do we maintain a seamless experience between the two? We adopted a consistent aspect ratio logic for both screens, allowing content to scale proportionally. This enables the software team to ensure applications map and transition naturally between the outer and inner displays.
Q: I’d like to follow up on this, as I am a heavy user of Procreate (Editor’s note: a drawing app). Procreate currently has two versions: Procreate Pocket for smartphones and Procreate for tablets. Given that a device like the iPhone Duo functions as a phone but, when opened, resembles a small tablet, will such apps automatically shift to a more tablet-like experience upon opening the iPhone Duo? Or will they remain in some hybrid state between phone and tablet?
Joswiak: I particularly appreciated the point Ternus just made: we already have a very mature iPad experience. As you know, while some other tablets are essentially just “giant phones,” Apple has been building iPad and iPadOS experiences from the ground up, specifically designed for larger canvases.
So, as Ternus mentioned, we can bring this expertise into our own applications, and third-party developers can do the same.
This time, we engaged with third-party developers earlier and more extensively than usual, encouraging them to think ahead about how to leverage the new form factor of the iPhone Duo. You can see that they are combining their accumulated experience from iPhone and iPad development. Some apps offer the familiar iPhone experience when closed, and upon opening, present interfaces closer to what they have already developed for the iPad. I think the results are excellent.
Even better, for developers, this does not require starting completely from scratch.
They already have mature versions for iPhone and iPad. We have long provided numerous APIs to facilitate app adaptation to different sizes and aspect ratios. For the iPhone Duo, we have added several new APIs—I almost slipped and used the internal project codename just now; we need to get accustomed to using the official product name.
Developers’ adaptation efforts have progressed rapidly and yielded impressive results. You have already seen many examples; Netflix’s adaptation alone is quite remarkable.
Q: So, if a developer already has an iPad version, especially one optimized for the iPad mini, would adapting it to the iPhone Duo be relatively easier?
Joswiak: Yes, it will indeed be easier. Part of the reason is that they have previously considered how applications should be presented at similar sizes and aspect ratios. This is a significant advantage.
We have a vast ecosystem of iPad applications, which means developers are not encountering this larger interface space for the first time. In contrast, if another platform has historically focused primarily on smartphone applications, developers often merely attempt to scale up their mobile apps. Therefore, we hold an inherent advantage from the outset.
Ternus: Furthermore, I believe the excitement and enthusiasm demonstrated by our internal development teams in exploring “how to optimize this new experience” will also be reflected among third-party developers. We have many exceptional developers. I am particularly eager to see what the Procreate team will produce; they are highly talented, and I am confident they will deliver outstanding results.
04. Developer Adaptation Prior to the October Launch
Q: The iPhone Duo is scheduled for official release in October. Does this timeline provide you with certain advantages, as it allows developers more time for adaptation? For instance, Slack was cited as an example yesterday: rather than simply enlarging the mobile interface, it utilizes the larger screen for dual-column and dual-pane layouts. Is this approach critically important?
Joswiak: Certainly, this is crucial for us. When we launched the iPad, we invested substantial effort in both internal development and third-party collaborations because we never intended for the iPad to be merely “a scaled-up smartphone.” At that time, many Android tablets were perceived as “large Android phones.” The same principle applies to the iPhone Duo.
We do not want developers to simply expand their original interfaces to fill the additional space. While this approach may be reasonable in certain scenarios, the more critical question is: how can they truly leverage this larger canvas? Our development tools are designed to assist developers in achieving this.
When we invited developers to participate, we encountered almost universal interest, with enthusiasm running high. Moreover, once development commenced, this excitement was directly reflected in the final products—you could sense their sentiment: “This is incredibly cool.”
05. Breaking the Convention of “No Stylus Required”?
Q: The iPhone Duo supports the Apple Pencil, seemingly breaking an unwritten rule that iPhones do not require a pencil or stylus, as finger input suffices. Following the introduction of the iPad, the Apple Pencil offered a distinctly different experience on larger screens. Now, for the first time, we have an iPhone that supports the Apple Pencil. What is it like to break this “rule”? Does this imply that future iPhone models may also support the Pencil?
Tennus: To be honest, I never regarded it as an absolute rule. The earliest iPads did not come with the Apple Pencil either.
We have thoroughly demonstrated that a pure touch interface on the iPad can be highly powerful and fully capable of supporting high-efficiency workflows. However, we later discovered that on larger screens, using the Pencil adds significant value and enhances capabilities.
We see similar opportunities with the iPhone Duo. The iPhone Duo functions exceptionally well without the Pencil; you do not need an Apple Pencil to use it. However, I believe a segment of users will greatly appreciate this feature, and it will bring considerable enjoyment.
Josviak: There is a reason it is called the iPhone Duo. In a sense, it combines two products: when closed, it is the familiar iPhone; when opened, it reveals a large display area, transporting the user experience into an entirely different realm. Therefore, we believe the Apple Pencil is a logical fit for this device.
06. Price and Value at $2,000
Q: Since you describe it as "two products combined into one," we must address its value proposition. This is the first iPhone to reach, or approach, the $2,000 price threshold. How do you view its value? And how do you plan to explain this product to early adopters? While early users may certainly love it, many consumers will question the price. So, what exactly do users get for their money?
Tennus: We have always focused on creating cool products that people will love, but at the same time, we place great emphasis on whether the product delivers genuine value. The iPhone Duo is an extremely complex device with highly sophisticated engineering design.
Yes, it is more expensive than other iPhones, but we believe it still offers strong value.
Meanwhile, the iPhone 18 Pro and Pro Max are also exceptional. They are the best Pro iPhones we have ever built, and for many users, they will be the most suitable choice; while others might say, "I feel the iPhone Duo is a better fit for me."
That is perfectly fine.
So far, market reactions indicate strong enthusiasm for the iPhone Duo, which is certainly a positive development. A key advantage of the current iPhone product lineup is our diverse range of devices, designed to meet the specific priorities of different user segments.
07. Smartphones and Wearables: Which Is the Core of AI?
Q: Let’s shift gears to discuss AI. I was particularly intrigued by your mention of the “intelligent personal hub” during the launch event. As you walked through its capabilities item by item, I found myself wondering: Were you referring to smart glasses or some other device? It turned out that the device in question was, in fact, the iPhone.
Q: That is quite interesting. While the industry is abuzz with discussions about AI-powered wearable devices, Apple appears to be refocusing attention on the devices people already hold in their hands or keep in their pockets. Does this suggest a shift in Apple’s view on where the “center of AI activity” should reside, moving away from an emphasis on future wearable technologies?
Ternus: I would not characterize it as a change in strategy. Rather, it is an articulation of our vision for the future. There has been considerable external speculation about what comes next, including various wearable devices. In fact, we are already delivering exceptional wearable products. The Apple Watch is a powerful device well-suited for AI, and the same applies to AirPods.
However, the smartphone remains a nearly ideal device. It offers robust performance, strong battery life, and a display. Screens are essential because users need to “see” information; visual processing is generally far more effective for humans than audio-only input. Additionally, smartphones are portable enough to fit in a pocket.
Therefore, we do not believe the importance of smartphones will diminish. On the contrary, your personal data resides on a device that you own and control. Neither third parties nor Apple can access this information, nor do we wish to. These data belong to you. Positioning the iPhone as such a personal hub creates a powerful foundation.
Building on this foundation, other devices such as the Apple Watch and AirPods can play complementary roles. As AI capabilities advance, user control over data and privacy protection will not only serve as a significant capability enabler but also become increasingly critical.
Joswiak: This point is crucial and may have been overlooked by many initially. Some might assume that the watch records audio continuously throughout the day, but it does not. To address this, we developed a new chip architecture for the Apple Watch featuring a Secure Enclave. Raw audio exists only momentarily when processing is required, solely to generate high-level summary information.
As Ternus noted, there are no complete recordings or verbatim transcripts. If the recording itself does not exist, it cannot be accessed by others: it cannot be stolen by hackers, nor can it be retrieved via command and handed over to third parties.
We recognize that users have a genuine need to remain fully present during meetings or conversations, rather than being distracted by note-taking, while also wanting to quickly recall key discussion points afterward. Siri Recap provides high-level summaries instead of retaining detailed records that could raise significant privacy concerns.
8. Becoming CEO of a Top Technology Company
Q: I’d like to ask a more personal question. I interviewed you about twelve years ago, and I recall that Phil Schiller was also present. So, in a sense, I feel I’ve known you for some time.
You likely knew well in advance that you would assume the role of CEO. But what did it feel like at the moment you truly realized, “I am about to become the CEO of one of the largest and most important companies in the world”? Many people are curious about this, because on a personal level, you come across as quite ordinary and down-to-earth.
Tim Cook: It is truly remarkable. Assuming this role is an extraordinary honor. The reality is that I genuinely love this place. Apple is in my blood. I have spent nearly half of my life here.
I love the people I work with, and I love the process of building products together. If I had to describe the feeling, it gives me goosebumps—it is excitement, a very real and intense excitement. I am truly looking forward to the future.
Q: There is an expectation outside that, because you are an engineer, you might “reignite Apple’s innovation.” I do not believe Apple ever lost its capacity for innovation. What I really want to ask is how you personally define innovation. Every CEO leaves a different mark on the company based on their background and approach. Where do you see the so-called “Tim Cook era” manifesting itself?
Tim Cook: I love building products, and I love doing so with the people at Apple. I have been doing this for 25 years. What excites me most now is continuing to build truly exceptional products together with everyone. That is what we have always done.
For us, the most important thing remains focusing on doing things right and creating great products. Frankly speaking, this is the most exciting period of product development in my entire career.
AI has brought numerous opportunities that did not exist before. Of course, we must think very carefully and consciously about the trade-offs involved. But now you can already see that our products can achieve things that were previously impossible.
Take Smart Take, for example. Once you position your phone, it understands the scene and automatically captures photos at the right moment, ensuring everyone is ready before taking the shot. This represents a novel and exciting capability for the products we have long been developing.
More importantly, AI is not merely enhancing existing products; it is also opening doors to entirely new product categories. We are therefore highly enthusiastic about the future. Our product roadmap fills me with great anticipation, and I could not be more excited about what lies ahead. It will be truly fascinating.
Q: One final question regarding products. If you look not only at Apple’s own product roadmap but also at the broader competitive landscape, how would you describe Apple’s position relative to its competitors? This pertains not only to the recently announced foldable iPhone Duo but also to the entire product portfolio released this week.
Tenuis: When you consider our entire product portfolio, Apple’s distinct advantage lies in the integration of hardware, software, and services. The most compelling aspect is when these three elements truly converge and interact, creating an experience that is far greater than the simple sum of its parts.
This is precisely what we will continue to do: ensure the delivery of core experiences that assist people in every aspect of their lives, from waking up in the morning to going to sleep at night.
Editor/rice