Apple launches iPhone Duo, its first foldable: My observations

Apple launched the iPhone Duo, its first foldable iPhone, and the device will run you $2,000 as a starter price. The iPhone Duo was the headliner during Apple's annual iPhone and Apple Watch event, which was the first under new CEO John Ternus.

You can follow the news coverage via Apple's press releases as well as commentary from tech's chattering class. In the meantime, here are a few observations from the event.

New CEO, same old terrible format for the iPhone launch. Can we ditch the canned Apple keynote already? The event is overly packaged, too slick and could use some real humanity on stage. If Apple wants to regain some of its buzz go live for real.

Ternus' debut. There wasn't much for Ternus to do during this iPhone launch. He's only been at the helm for a few days and the products were baked under Tim Cook's tenure. That said, Ternus did fine. Wall Street will inevitably want to hear more.

The iPhone Duo. I like the form factor that's about the size of a passport. I'm on my fourth or fifth generation of foldables and use a Moto Razr that's the size of my wallet. I can't imagine carrying today's bookish foldables that are the equivalent of a cinder block. Apple's iPhone Duo gets closer to something that's manageable in your pocket and can expand. Apple refined the category, but it's hard not to chuckle given Samsung and Motorola have iterated for years.

In typical fashion, Apple riffed on the transformation of following others into a category. "iPhone Duo is the most transformational change to iPhone since the original. With an entirely new design and intuitive experiences, it shows what’s possible when hardware and software are engineered together and redefines what it means to use a foldable phone," said Ternus.

Apple's most impactful innovation is its leasing program. Yes, Apple pricing went up across the board due to memory, but new programs basically mean you're leasing a device from them or a partner for 24 months. The best way to make a higher price palatable is to point to the monthly payment.

Can Apple's new iPhones put the DSLR to bed? Like every iPhone launch, the camera is everything. Apple's new camera additions to the iPhone Pro Max is likely to attract upgrades.

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Apple Watch closes a few Garmin gaps. Apple Watch Series 12 added a new health system that adds many of the tools found on Garmin high-end smart watches. Now you'll be nagged about sleep, your body battery and training readiness like the rest of us.

Siri AI makes a cameo and that's it. Unlike a Google Pixel launch where the hardware is second to AI innovation, Apple was all about the hardware. Sure, Siri AI was mentioned but that's about it. Frankly, Apple simply doesn't have much to talk about. Siri, which is dumber than a brick and nearly useless, has a big hurdle to drive usage.