Apple CEO John Ternus has criticized the early generation of foldable smartphones, describing some devices as feeling “kind of cheap and crappy” in a recent interview with TIME. His comments contrast Apple’s approach with the first wave of foldable phones, as the company prepares to take pre-orders for the iPhone Duo.

Samsung released its first foldable smartphone in 2019, but Apple chose not to enter the category immediately. According to Ternus, the longer development timeline allowed Apple to focus on building a product with a more premium design rather than rushing an early model to market.

Apple emphasizes design and manufacturing

The iPhone Duo is presented as the result of Apple’s effort to address some of the shortcomings associated with early foldable devices. The company’s new phone features a display crease that is described as barely noticeable, while its overall design is positioned as more refined.

In the TIME interview, Ternus said he gave Apple’s design team “the confidence to really push the boundaries on innovation and manufacturing” while developing the iPhone Duo. The comment suggests that Apple’s focus extended beyond the folding display itself to the manufacturing process required to produce the device.

iPhone Duo pre-orders begin this week

The iPhone Duo will be available to pre-order starting this Friday at 5 a.m. Pacific Time. Apple’s timing marks the company’s formal move into the foldable smartphone market after years in which competitors, including Samsung, established the product category.

For buyers, the main distinction Apple is highlighting is not simply that the iPhone Duo folds. The company is emphasizing the phone’s premium construction and the reduced visibility of the display crease—two areas that can strongly affect the experience of using a foldable device.

What Apple’s approach means for foldables

Apple’s decision to wait reflects a familiar strategy: entering a developing product category only after it believes the underlying experience is ready. Ternus’s remarks indicate that the company viewed early foldables as falling short in design quality, while the iPhone Duo was developed to meet Apple’s standards for hardware and manufacturing.

The new phone will give consumers a direct opportunity to judge whether Apple’s approach delivers a meaningful improvement over earlier foldable designs. Pre-orders begin Friday morning, with the company’s subtle crease and premium design serving as central parts of its pitch.