Every September, when Apple walks onto the stage to reveal its newest products, millions of people think about the same man. Steve Jobs has been gone since October 5, 2011, yet his shadow still hangs over every Apple launch. This year that feeling was stronger than ever. On September 9, 2026, Apple revealed its first foldable phone, the iPhone Duo, along with the iPhone 18 Pro. And for the first time, the show was led by a new CEO, John Ternus, who replaced Tim Cook on September 1.
A new leader, a completely new kind of iPhone and a price tag of $1,999 in the United States and $2,999 in Canada. It is the perfect moment to ask the question fans keep asking: what would Steve Jobs think of Apple today?
Nobody can speak for Steve. But his words, his decisions and his well known standards give us a pretty good idea of how he might react.
How Would Steve Jobs Feel If He Were Here Today?
Steve Jobs would likely feel a mix of pride and impatience.
Pride, because the company he saved from near bankruptcy in 1997 has become one of the most valuable companies in the world. The iPhone he introduced in January 2007 changed how billions of people live, work and communicate. Products that came after him, like the Apple Watch and AirPods, became huge hits built on the same idea he championed: technology that feels simple and personal.
Impatience, because Jobs was never satisfied with success. He believed companies die when they stop taking risks and start protecting what they already have. For years, critics have said Apple has become too careful, releasing iPhones that look almost the same every year. Jobs was famous for pushing teams to create products that surprised the world, not products that simply updated last year’s model.
He would probably also look at the new leadership with interest. John Ternus is a hardware engineer who spent more than two decades inside Apple building products. Jobs always believed that product people, not just business managers, should guide a technology company. That choice might have earned a nod of approval.
How Would Steve Jobs Rate the New iPhone?
Steve Jobs judged products by a simple test: does it make people’s lives better in a way that feels magical?
Let us imagine his scorecard.
- The iPhone 18 Pro: about 7 out of 10. It is fast, with the new A20 Pro chip, a better main camera and the longest battery life of any iPhone so far. It is an excellent phone. But it is also an evolution, not a revolution. Jobs might say it is great, and then ask the team what they have that is truly new.
- The iPhone Duo: somewhere between 6 and 9 out of 10, depending on one thing. If the folding experience feels effortless, if the crease disappears, the hinge feels perfect and the software makes the big screen truly useful, Jobs would probably love it. If it feels like a heavy, expensive compromise, he would be one of its toughest critics.
Jobs was not against expensive products. The original Macintosh and the first iPhone were premium devices. But he always wanted the price to be justified by an experience that no competitor could match. At $2,999 in Canada, the iPhone Duo will need to feel that special.
Can the iPhone Duo Be the Next Big Thing?
It can, but it faces a bigger challenge than the original iPhone did.
In 2007, the smartphone market was confusing and clumsy. Phones had tiny keyboards, slow internet and complicated menus. Apple simply made something far better. In 2026, smartphones are already excellent, and most people are happy with the ones they have. A new device has to offer something people did not know they needed.
The iPhone Duo’s big promise is two devices in one: a pocket phone and a small tablet. For people who read, watch videos, edit documents or manage work on the go, that could be very valuable. With Apple’s ecosystem of apps, iCloud, Messages, AirPods and Apple Watch working together, the Duo could make foldables feel natural for millions of iPhone users who never considered Samsung.
The next big thing usually does not look like a blockbuster in year one. The first iPhone sold about 6 million units in its first year, modest by today’s standards. What made it historic was what came next. The Duo’s real test will be the second and third generations.
Why Would People Choose Foldables Now When They Did Not With Samsung?
Samsung launched its first Galaxy Fold in 2019 and has released new foldables every year since, including the book style Z Fold and the compact clamshell Z Flip. Yet foldables remain a small share of the smartphone market. So why would Apple succeed where Samsung has struggled to go mainstream?
There are a few reasons it might be different this time:
- The Apple ecosystem. Many people did not avoid foldables because they disliked the idea. They avoided them because they did not want to leave the iPhone. The Duo removes that barrier.
- Better technology. Folding screens, hinges and batteries have improved a lot since 2019. Apple entering now means it benefits from years of industry progress.
- Apple’s influence. When Apple adopts a technology, app developers, accessory makers and carriers follow. Wireless earbuds, smartwatches and large screen phones all became mainstream after Apple joined in.
- Trust. Many buyers wait for Apple to prove a category is ready before they spend money on it.
But there are reasons for caution too. Price is still the biggest obstacle. Foldables are expensive, heavier and more fragile than regular phones. If Apple cannot solve those problems better than Samsung, many buyers will simply stick with a regular iPhone.
Would Steve Jobs Be Happy With Apple’s Vision Today?
Apple’s vision has changed in some ways and stayed the same in others.
What has stayed the same: Apple still believes in controlling both hardware and software, designing its own chips, focusing on privacy and building products that work beautifully together. Jobs pushed hard for all of these ideas, and they remain Apple’s biggest strengths.
What has changed: Apple has become a much larger business, with a big focus on services like the App Store, iCloud, Apple Music and Apple TV. Under Tim Cook, the company grew massively and became extremely efficient. Some fans feel Apple now focuses more on money than on magic. Jobs cared deeply about profits too, but he always said the product came first and the profits would follow.
Jobs also believed deeply in saying no. When he returned to Apple in 1997, he cut the product line down to a small number of devices so the company could focus on making each one great. Today Apple sells many models of iPhones, iPads, Macs and Watches. He might ask whether all of them truly need to exist.
The iPhone Duo may actually be a sign that Apple is rediscovering its bolder side. It is a risky, expensive and uncertain product. Jobs lived by risks like that.
The Bottom Line
Steve Jobs would probably not be fully happy with Apple today, but he was never fully happy with anything. That restless drive is exactly what made Apple special. He would admire the iPhone Duo’s ambition, demand that it be close to perfect and push the new leadership to keep surprising the world.
The best way to remember Steve Jobs is not to ask whether Apple matches the past. It is to ask whether Apple is still brave enough to build the future. With a new CEO and a folding iPhone, Apple has taken a real step in that direction. Now it has to prove that the magic is still there.
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