Apple has finally entered the foldable-phone market.
After years of rumours, Apple unveiled its first foldable iPhone, the iPhone Duo, on September 9. It starts at $1,999 and opens into a much larger 7.6-inch display.
And, as expected, people are already asking the obvious question:
Is it really worth paying that much for a phone?
It’s Not Just Another iPhone
The biggest difference is obvious the moment you open it.
When folded, it works like a phone. Open it up and you get a much larger screen designed for things like multitasking, viewing content and getting more work done.
Apple is also positioning the device around productivity, with features such as multi-window use and improved support for apps like Slack and Zoom.
But impressive features don’t automatically mean a product is right for everyone.
What Makes Someone Pay More?
Think about your own buying decisions.
Would you spend more because the product has better features?
Because it looks different?
Because the brand is trusted?
Or because the overall experience feels better?
For a product at this price point, customers are likely to expect more than just good specifications.
They’ll want a smooth buying experience, knowledgeable staff, clear information, easy demonstrations and good support if they have questions.
And that’s where the customer experience becomes interesting.
What Happens When You Actually Visit a Store?
You can read about a phone online for hours.
You can watch reviews.
You can compare specifications.
But eventually, many people want to see the product themselves.
They want to fold it.
Hold it.
Try the screen.
Ask questions.
Compare it with another phone.
This is where the in-store experience can make a real difference.
A salesperson who understands the product and listens to what the customer actually needs can make the buying decision easier.
A poor experience can do the opposite.
How Do Brands Know What Customers Are Really Experiencing?
This is something many businesses have to think about when launching an exciting new product.
A company may have carefully designed its customer journey.
It may have trained its staff and created detailed service standards.
But what happens when a real customer walks into the store?
Are the features explained properly?
Does the salesperson understand the customer’s needs?
Is the product demonstrated confidently?
Are questions answered clearly?
Is the customer followed up with afterwards?
These are things that numbers alone don’t always show.
This Is Where Mystery Auditing Can Help
An independent mystery auditor can experience the customer journey just like an ordinary customer.
They can visit a store, interact with the team, ask questions and observe the experience according to the assignment requirements.
The feedback can help a client understand what is happening at the customer-facing level.
It can highlight where the experience is strong, where it is inconsistent and where there may be opportunities to improve.
At Incognito, mystery-shopping and audit programmes can be designed around the specific customer journey and standards a client wants to measure.
And You Can Be Part of It Too
If you’re someone who naturally notices details, enjoys trying new experiences and likes sharing your honest opinion, you can become a Mystery Auditor with Incognito.
Depending on the assignment, you could experience retail stores, technology products, restaurants, hotels, automotive showrooms and more.
There can be perks too, depending on the project and eligibility, including:
– Paid assignments
– Reimbursement for approved expenses
– Flexible freelance opportunities
– Opportunities to experience different products and services
– A chance to develop your observation and reporting skills
Every assignment is different, but the idea is simple:
Experience it. Observe it. Share what you really experienced.
Frequently Asked Questions
Is the new foldable iPhone worth buying?
It depends on what you want from a phone. If you value a larger screen, multitasking and Apple’s ecosystem and are comfortable with the premium price, the foldable format may be appealing. For someone who mainly wants a phone for calls, social media and everyday use, a conventional iPhone may offer better value.
Is the iPhone Duo available in India?
Apple has announced the iPhone Duo for the Indian market, with Indian pricing starting at around ₹2.99 lakh according to reports following the launch. Availability and exact configurations can vary.
The Bigger Question
The foldable iPhone is certainly a big moment for Apple.
But whether customers decide it’s worth the price won’t be decided by specifications alone.
It will come down to something much simpler:
Does the product—and the experience around it—make customers feel that it’s worth paying more?
That’s the question every premium brand needs to keep asking.
And sometimes, the best way to find the answer is to experience the journey through the eyes of the customer.