Apple CEO John Ternus takes dig at rival foldables, calls them cheap and crappy

Apple CEO John Ternus has explained why the company took years to launch its first foldable smartphone, the iPhone Duo. In an interview with TIME, Ternus criticised early foldable phones from rival brands, calling them “cheap and crappy.” For those unaware, the iPhone Duo starts at Rs 2,99,900 in India, making it a premium offering in the smartphone market. It is set to be available for pre-booking starting later today, with the sale scheduled for October 23. Interested buyers will be able to book the phone through Apple’s official online store, authorised retailers and other major online and offline platforms.  

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John Ternus calls rival foldables “cheap and crappy”

Apple had been exploring foldable device technology long before the iPhone Duo was introduced. According to TIME, Ternus and five other Apple engineers filed a patent application for foldable electronic devices in 2011. The work involved studying technologies such as circuit boards and batteries that could support these devices.

Ternus said Apple saw the potential of flexible displays early on. “It felt clear that we were going to eventually get to a place where OLED displays were going to be flexible,” Ternus was quoted as saying in the report.

However, Apple did not want to rush its entry into the foldable smartphone market and address problems that affected earlier foldable phones, including durability concerns and the visible crease on the display.

Speaking about rival phones, Ternus said, “The other examples in the world felt kind of cheap and crappy.”

Also read: Apple iPhone Duo pre-orders start today: Time, price, offers and more details 

How Apple worked to reduce the display crease

One of the key challenges with foldable smartphones is the crease that appears where the display bends. Apple has spent years working on the iPhone Duo to improve the display experience and make the device easier to use.

The company developed a new display engine that uses advances in Apple silicon. This is designed to make the transition between the inner and outer displays smoother.

Apple has also made changes to iOS to improve usability on the foldable phone. Some key controls have been moved to the right side of the interface to make them easier to reach with a thumb.

These changes reflect Apple’s approach to its first foldable smartphone. However, only time will tell if the Duo meets the public’s expectations.

Also read: Want to buy iPhone 17 Pro Max? You can get over Rs 14,900 discount on this platform