Bloomberg Surveillance · Thursday, September 10, 2026
Gene Munster of Deepwater Asset Management believes the new iPhone Duo will account for 10% of Apple's total iPhone revenue, a significant increase from his initial 5% expectation. He highlights the improved fit and finish of the foldable device as a key factor in its potential success, noting it's the first truly significant new product from Apple in nearly a decade.
“And what I thought going into the event, we knew what was going to happen. Credit Bloomberg's Mark Gurman. I mean, just his coverage. And predicting what he's going to happen is spectacular. So we knew about that. But I had, this is probably my fourth or fifth most important topic, the foldable foam, because I just didn't think it was going to resonate.”
“But the piece that I think people are missing, and I missed initially, was that if you look at the fit and finish of this, the thickness, the quality, the crease, that bend in the middle, it's very hard to pick up on. If you put that together, I think this device is actually going to probably account for 10% of overall iPhone revenue.”
“Now, going into the event, I thought it was going to be something like 5%. And so that kind of accounts for 5% of the business. And so, I mean, at the most basic level, John, I think what people miss is that even though this is a big price point, most people, I think, or many people are going to try to find a way to get this to work for them.”