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Apple's (AAPL) new phone sales will never be more important.
At the Apple keynote on Wednesday, newly minted CEO John Ternus unveiled the iPhone Duo, the company's first foldable phone, packed with an outer screen and a flat, seamless 7.6-inch inner display when fully opened. Eager customers can get their hands on the passport-sized device starting Oct. 23 for a whopping $1,999.
Executing at a high level on the public stage comes with a curse: The audience always expects more, ratcheting up standards and hopes. Apple, in notorious fashion, has played the quarterly expectations game all too well. But the consumer audience can be much harder to please. People have been clamoring for innovation from Apple for years — often just keeping their good-enough phones for longer as they wait.
The iPhone Duo is actually new and foldable and different. A zag when, for more than 18 generations and derivations, Cupertino has zigged with a candy bar form factor whose refreshes have become somewhat rote.