I watched the recent Apple event in the same way I have done for the past few years, not really interested and a little bored with the repetitive nature of the ‘best ever…’ marketing for unoriginal features and lack of development.

And then the Duo appeared. It was exactly as was leaked and not a surprise in any way, but actually seeing it caused that feeling.

It was the same feeling I had when the original iPhone was announced, when the iPhone 4 design was first displayed and when the iPhone X changed iPhones forever.

The pricing is high and this is one reason why many feel it won’t do well, but that is completely wrong because this phone is a new take on a device that millions of people use for many hours every day, and one that looks like it will make the experience better.

The design is so new that it will bring back that ‘status feeling’ that phones used to give people, and the pricing only adds to that. Indeed, the pricing becomes a feature and will actually make some people want it more because it is so expensive. That mindset has been well proven in the luxury watch market with instances of specific watches not selling well until they are sold at double the price and all of a sudden they become desirable.

Think about this for a moment- if you use the Duo for a few hours what is the likelihood that you will want to use a single sided phone again? There is something about the design of it that suggests to me that Apple has got this right and added enough usability surprises to make the Duo hit the user emotionally when so many Android variants have been unable to.

None of it makes sense, none of it is logical, but the iPhone Duo will be a huge seller and likely the biggest seller to date, at least in terms of revenue.

Categories: Apple, Articles, iPhone