Apple takes action against iPhone Duo imitators.

Apple may not have been the first to unveil a passport-shaped folding phone this year, but that doesn’t mean it wasn’t influenced by others. As previously noted, keeping product development under wraps is a challenge when Apple and its rivals rely on the same global suppliers.

In a recent interview, Apple’s new CEO John Ternus and marketing head Greg ‘Joz’ Joswiak discussed this topic. “People knew through leaks that we were working on a foldable,” Joz remarked. “Unfortunately, they got the aspect ratio, and a lot of coincidental instances of people finding that an interesting aspect ratio.” By “people,” Joz was referring to competitors like Samsung, Huawei, and Xiaomi, who all revealed their wide foldables before Apple.

However, one aspect that remained under wraps was the folding nano-texture display exclusive to the iPhone Duo. “What I’m super proud of — we kept it secret,” Joz stated. “We put the extra security on it. We didn’t talk about it to anybody.”

The entire interview is engaging, showcasing Ternus’ youthful enthusiasm, which contrasts with Tim Cook’s more reserved demeanor, hinting at Ternus’ background as a hands-on engineer. His excitement was palpable when he recounted his first experience with a prototype of the display, exclaiming, “Oh this is it, this is what I want,” with a broad grin.

Unlike Cook, the new head of Apple clearly embodies the spirit of a product-focused leader, reminiscent of the company’s dynamic founder.