Apple has finally unveiled the iPhone Duo, a device that they are marketing as a two-in-one solution, replacing the iPhone Air and iPad mini. The name, and the steep starting price of $2000, suggest it’s designed to replace two devices. However, the marketing campaign is as confusing as it is creative, depicting an iPhone and iPad mini in a romantic candlelit dinner, leading some to speculate that the Duo might just be a combination of the best features of both devices.

The challenge for creatives is whether the Duo can match the functionality and versatility of owning both an iPhone and an iPad mini. The 7.6-inch inner display is close to that of the iPad mini, but there are trade-offs, such as support for the Apple Pencil with USB-C and the possibility of purchasing both devices for under £1500. Is the convenience of having everything in one device worth the extra cost?

As Daniel John, Design Editor at Creative Bloq, observes, ‘It’s definitely complicated things for creatives. ’ Whether the iPhone Duo is a step forward or a step sideways, one thing is certain: Apple has certainly raised the bar in terms of product imagination.