The iPhone Duo is More than a New Device. It’s a New Creative Canvas.

The iPhone Duo is here! It now introduces us to more than a just another new device. It introduces an entirely new canvas for marketers to think about. For years, we’ve built creative around a fairly predictable set of formats. Square. Vertical. Horizontal. Mobile. Desktop. We know the dimensions, and we design around them. Now that starts to get more interesting.

The iPhone Duo. Image provided courtesy of Apple.

With a foldable screen, content can be viewed closed, open, partially folded, split between apps, or stretched across a much larger display. That means imagery, video, apps and digital experiences may eventually need to adapt to the space available instead of relying on one fixed layout.

For marketers, the question may become less about: “What size do we need?” and more about: “How does this creative need to behave?”

This won’t change our marketing and creative workflows overnight. All the usual social platforms will still have their standard specs, and most content will continue to be produced the way it is today.

As we all know, Apple has always had a way of taking existing technology and pushing it into the mainstream. If foldable devices become more common, marketers and designers will have to start thinking more seriously about flexible creative, responsive layouts and how brand content works across a screen that can literally change shape and the overall experience.