This year saw the introduction of several foldable phones that are based on passport dimensions, becoming a new category within the foldable phone category in general, and perhaps Apple was the last company to reach this category.
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But according to the company's chief marketing officer, Greg Josiak, the leak of Apple's foldable phone's specifications and shape allowed competitors to imitate the phone's dimensions and steal people's attention, in an interview he gave to the American tech website "Tom's Guide".
The to competitors in the mobile phone sector such as Samsung , Huawei, and Xiaomi, all of which had announced passport-class foldable phones before Apple.
Joziak also added that what remained a secret was the new protective layer that Apple used with the phone's screen to hide the dividing line, as well as increasing the device's durability and making it more resistant to dust and dirt than competing phones, noting his pride in keeping this secret until the last moment.
What we saw others doing was not particularly inspiring.
Also present at the interview was Apple's new CEO, John Ternos, who expressed his delight with the phone, its design, and even his first interaction with the screen. The Verge report likened Ternos's enthusiasm to that of Apple's founder and late CEO, Steve Jobs, who was passionate about using different devices in innovative ways.
A prime example of hardware and software integration
Ternos explained that the iPhone Duo is a good example of hardware and software integration to deliver a unique user experience, noting that it was a testing ground for the company that allowed it to test many things.
When asked why Apple entered the foldable phone sector at this time, he replied that the question was always when the company would find an idea that aligned with Apple's product standards in terms of innovation and reliability.
Josiak supported this view, noting that what competitors were offering was not inspiring enough, adding that the company's history was not one of rushing into a new category with a semi-ripe product.
Josiak also pointed out what he considered a fundamental flaw in competing devices: a ratio of dimensions that makes the foldable phone resemble two phones stuck together, resulting in a bulky device that was not designed for the way a phone is actually used.
Regarding the software aspect, Ternos explained that the goal of the changes made to the interface is to make the phone user experience more efficient and consistent with the mechanism of holding the phone so that its use becomes intuitive.
He added that unifying the aspect ratio between the internal and external screens maintains proportionality in everything displayed on them, so that applications appear to move between the two screens in a continuous manner.
Josiak linked this to the company's experience in launching tablets, as the goal of developing the "Duo" was to avoid looking like an enlarged phone, noting that there are many applications specifically designed to work with large screens.
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