The iPhone Duo arrives with a promotional video from Apple that evokes the atmosphere of the original iPhone launch in 2007. While the first-generation iPhone was a revolutionary device, introducing a touchscreen display, a YouTube client, Visual Voicemail, a virtual QWERTY keyboard and the multitouch pinch-to-zoom interface, the iPhone Duo represents Apple’s take on the foldable smartphone rather than an entirely new product category.
The comparison stems largely from the tone of the advertisement. The voice-over announcer opens by stating, “This is an iPhone,” a phrasing that recalls the earliest advertising for the 2007 handset. That original campaign was notable for demonstrating the device’s main features and showing consumers how to use them, an approach the new promotion appears to mirror.
How the iPhone Duo promotion showcases features
The video, which runs for 3 minutes and 6 seconds, highlights the foldable design and its software capabilities. A key distinction from rival foldables is that the Duo is the only device of its type to run on iOS, giving Apple a clear selling point in a market where many consumers already have some familiarity with folding handsets.
At the one-minute mark, the promotion demonstrates Siri AI. In the example shown, the assistant is asked to find the name of a band mentioned in an email from a contact called Adam. Siri AI searches across Apple apps including Email, Messages, Calendar, Reminders, Notes, Photos and Safari to answer queries. It identifies that Adam had recommended a band called “ear.”
The user then asks Siri to play a song from the band’s recent album, and a track titled “Threads” plays through the Duo’s speakers. The sequence echoes a memorable scene from a 2007 iPhone advertisement, in which a viewer watching a clip of Pirates of the Caribbean prompts a search for seafood, locates a restaurant named Pacific Catch via Google Maps, and places a call. Both demonstrations aim to show how a device’s features work together to help users complete tasks.
iPhone Duo pre-order and release details
Pre-orders for the iPhone Duo begin at 5 AM PDT / 8 AM EDT on 16 October. The device will be available from 23 October.
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Image: phonearena.com
