The first folding iPhone has been a major head-turner, even if nobody can actually see one until it goes on sale on Oct. 23. But a new report predicts that within a decade, foldable phones will make up the majority of new phone sales. Here’s what the report says and why it’s important.

“Users will increasingly see the benefits of having a larger display in their pocket and a device that can replace a laptop or tablet for many tasks. Foldables could become the do-it-all computing products of the future,” Bloomberg’ s Mark Gurman said in his latest Power On newsletter .

Gurman talked about how Apple seemed to have been working on new products such as augmented reality glasses or another wearable. “It turns out Apple had another idea in mind: an evolution of the iPhone itself,” he said.

Gurman joined in with the excitement others have felt about the Duo, praising how fresh it feels and how it has the potential “to change the computing landscape for years,” as he put it.

This for a phone that hardly anyone has actually seen yet. Gurman continued that he thought the software, materials and durability meant it was in a different league from other foldables.

Durability And Engineering: Samsung Vs Apple

Well, we’ll see. I think Samsung has overcome durability and material issues in the eight years that it’s been making foldables — I’ve been using multiple Galaxy foldables over the years and they have stayed strong and pristine with no problems.

But I think Gurman is right that the software flourishes, near-invisible crease and solid frame of the iPhone Duo will help it to make its mark.

Apple’s mantra, don’t do it first, do it right, seems to be coming true for the iPhone Duo, even if it has taken the company eight years to deliver it.

Apple’s Leadership Transition Spotlight

A word about Tim Cook. Gurman pointed out that Cook could have “seized the glory,” as he said, of presenting the first foldable iPhone but instead let his successor, John Ternus, take the spotlight.

This chimes with the man I have met and interviewed numerous times over the last 15 years. His priority would have been what was right for Apple.

Key Use Cases For The iPhone Duo

Gurman’s enthusiasm also focuses on how Apple “seems to have figured out the use cases for the iPhone Duo… why people should buy one,” he said.

That, of course, has always been Apple’s skill, to create hardware that captures the imagination, sure, but which is design with a purpose, not design for its own sake.

“The company has gone all-in on video watching, gaming and photography, while adding features that take advantage of the foldable design. There’s an upgraded StandBy mode for widgets, new camera and FaceTime capabilities that use the second display as a viewfinder or monitor for another person, and an alarm-clock mode that capitalizes on the device being able to prop itself up,” Gurman said.

I’d say it differently. Like the original iPhone, this was Apple’s way of defining the hardware in irresistible terms. People may not need an iPhone Duo. But they sure want one.