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Samsung had been racing to convert iPhone users to its foldable devices ahead of an expected Apple entry into the category. That entry has now materialized: at its first major launch event under new CEO John Ternus, Apple unveiled its first foldable device, the iPhone Duo, priced to compete directly with existing foldable offerings. The iPhone Duo's debut in China has drawn scrutiny over pricing, as domestic consumers there compared it against cheaper foldables from Xiaomi and Huawei, complicating Apple's reception in one of its most competitive and important markets. The pricing debate highlights the challenge Apple faces in translating its foldable ambitions into share gains against entrenched local rivals.