Offering a free replacement for affected devices is the right first step. “At $1,999, Apple is positioning the Duo as a premium alternative to established foldables, and how it handles this first-generation issue will shape buyer confidence in the category well beyond its own sales,” Jeronimo said.
“Apple has a loyal customer base and a retail network that can swap devices on the spot, but with a further 28 markets launching on 30 October, it needs to clarify its warranty position quickly,” he said.
A first firefight for Ternus
However, while Apple has confirmed there is a problem impacting some devices, the vast majority of the millions of iPhone Duo smartphones now in use don’t seem to be succumbing to it. Nonetheless, Apple’s new product-focused leader, CEO John Ternus, now has a firefight on his hands.