Apple didn’t shock the world this week by unveiling the iPhone Duo, but it has taken the tech world by storm. With Apple joining the folding phone fray, we now have millions of people considering foldables that never would have considered the category.
With the iPhone Duo sharing so much with the Surface Duo, it’s natural to make comparisons. Our Zac Bowden explained what went wrong with Surface Duo and highlighted Apple copying the names of Surface products.
But the iPhone Duo announcement stood out to me for another reason. It shows what happens when a company knows its own identity and leans into it. Apple is far from the first company to make a foldable phone, but the iPhone Duo tackles foldables in a way that’s quintessentially Apple.
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In normal Apple fashion, the company bided its time and waited for Samsung, Motorola, Xiaomi, and other companies to work out the biggest issues with foldables. Through years of trial and error, other manufacturers have determined the best form factor for a folding phone. They’ve also figured out use cases for folding screens and the large displays provided by what are essentially tablets that fold into phones at this point.
Apple’s patient approach does more than give its engineers real-world feedback about a product category. By waiting until foldables became normal, Apple has left potentially the most difficult task to be completed by other companies: getting people to even consider a folding phone that costs a fortune.
Every time Apple introduces a new product or feature that’s been seen elsewhere, people online joke about Apple “inventing” things. I get it. It’s an easy joke and some Apple heads are smug and ignore advances made by other companies. But Apple’s strategy works. In addition to making Apple money hand over fist, it creates good products.
Apple knows what it is. The leaders at Apple have a clear strategy and know how to make new products. Microsoft is lost when it comes to Surface, and the iPhone Duo shows that.
Before you jump to the comments, I am fully aware that Microsoft had a foldable phone years before Apple. The buggy mess that was the Surface Duo launched in 2020. After silently fixing a few bugs and realizing people want NFC and good cameras in a smartphone, Microsoft unveiled the Surface Duo 2. But Microsoft abandoned the Surface Duo lineup and never even released the Surface Duo 3, so I’m not going to give it the benefit of the doubt.
By not sticking with the Surface Duo lineup, Microsoft gave up its pioneer status. The company could have made a Surface Duo 3 that addressed concerns and then unveiled a model with a folding screen by now. But instead, Surface Duo is dusted.
When it comes to tech, you need to carve out a niche. That’s often done by being the first, the best, or the most affordable. You can also succeed by being unique or by being over the top. Surface used to check some of these boxes, but it rarely does anymore.
What is Surface in 2026? It’s no longer the innovative hardware maker that drove the 2-in-1 form factor. Experimental projects have been pushed to the wayside, leaving Lenovo to pick up the slack. Surface PCs were never the most affordable, and I’d argue they aren’t even the best options in their respective categories anymore.
Microsoft has shown some small signs of moving in the right direction with the Surface Laptop Ultra, but I still have my reservations. Surface still seems lost, and I don’t see Microsoft returning to the experimental roots of the product family.
Microsoft no longer pushes the limits of computing with experimental hardware. But it also does not wait long enough to see a category fully mature and then swoop in with a perfected version. Surface is stuck in the middle of a crowded PC space and feels like a leftover appendage of a bloated company.
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