The iPhone Duo will likely succeed because Apple is marketing it to you and me directly

iPhone Duo marketing

Apple insider Mark Gurman, in his newsletter Power On, says that the company is doing something different with the iPhone Duo. Unlike some of its biggest prior launches, Apple is marketing the iPhone Duo in a way that appeals to the average consumer.

A phone that does what we want

Gurman reminds us of how the original iPhone was marketed as a mobile internet machine. A year later, Apple vastly improved its pitch and sold it as an app platform instead. Similarly, the Apple Watch was initially marketed as a fashion piece, but it didn’t gain a dedicated customer base until it started being sold as a tool for health and fitness.

With the iPhone Duo, however, Apple is marketing it as a phone that the average customer would be interested in. The company has focused on the perks of being able to watch videos on a larger display, for example. Apple also showed off a lot of how mobile gaming looks like on the Duo’s internal screen.

It worked, because Apple fans are very excited for the Duo.

Making foldables mainstream

Another benefit of Apple entering the foldable space is that it has brought a lot of attention to folding smartphones. The iPhone Duo is everywhere and other manufacturers, who might have never expressed interest in this market, are likely going to start making foldable phones of their own.

We can also expect the Duo’s nano-texture coating to be adopted by rival companies. This coating for the internal display gives it an almost matte-like finish. The display scatters incoming light, minimizing any glare that would have made the crease more obvious. Some people might not like how the screen looks, of course, but Apple was focused primarily on eliminating crease visibility.

Now, even if you don’t want to join the Apple ecosystem, you can still expect a plethora of excellent Android foldables to hit shelves pretty soon.

I was skeptical at first

When the layout of the iPhone Duo first leaked almost a year ago, I thought it looked ridiculous. And though I’m still not completely sold on this form factor, I have to admit that the Duo is a pretty great phone. It looks extremely polished and the display and iOS have been designed immaculately, in my opinion.

Apple did a lot right with the Duo and this is just the kind of excitement that the smartphone market needed.

Apple knocked it out of Apple Park with the iPhone Duo:

• The iPhone Duo is everywhere
• The iPhone Duo will help foldables go mainstream