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First it was Neo, and now it's iPhone Duo — Apple keeps robbing Microsoft of its Surface device names, and I'm mad about it
I loved my Surface Duo a lot. It was a unique folding phone with two screens instead of a single foldable display, supported pen input, and was the thinnest of its kind when it launched in 2020 (see our original review). It was a mesmerizing bit of kit, but it failed to gain any real mainstream attention.
And although it never shipped, its bigger brother, the Microsoft Surface Neo PC, was also something a lot of us Windows fans were looking forward to at the time. A dual-screen laptop, to complement my dual-screen phone? Sign me up! In 2020, it really did seem like Microsoft was building out its own unique device ecosystem to compete with Apple, Samsung, and Google.
The Neo and Duo were clever names for these devices. Both names had dual meanings to them, too. Neo, meaning "new," referred to the form factor, as well as being a reference to "The One" from The Matrix. And Duo, obviously signifying the device's unique "duo" screen setup, but it was also a reference to the fact that it was a surprise second device in a pair, alongside Neo.
When Duo was announced, it was a true one more thing moment during the event. There had been rumors that Microsoft was working on a folding phone for years prior, but recent reporting at the time had suggested the project was dead. So when Duo was announced alongside Neo, it was a rare true surprise to those in attendance and watching online.
Cut to 2026, and it's all dead. Microsoft gave up on Duo after just one iteration (Surface Duo 2 review), and it never even gave Neo a chance. The company's boneheaded shortsightedness led to the death of unique Surface hardware, and now today we're left with boring laptops and tablets from the Redmond giant.
It was inevitable that the Neo and Duo would forever be relegated to the history books, a hall of fame of unique devices that tried and failed to capture the market. Now, Apple has stormed in and stolen these names for their own products, which will only serve to further bury Microsoft's efforts.
I'm sure there are some Apple fans out there who think Apple never even thought about Microsoft when it named the MacBook Neo and iPhone Duo, but I think that's a lie. Apple is clearly aware that Neo and Duo were strongly tied to the Surface brand, but decided that didn't matter, which is the correct decision.
The MacBook Neo is an almost polar opposite of the Surface Neo. While Surface Neo was supposed to be a super expensive dual-screen flagship laptop, the MacBook Neo is Apple's cheapest laptop, undercutting much of the market. I don't know why, but that feels like an F.U. to Microsoft's vision for its Neo.
And now, there's iPhone Duo. This one hits much harder, as they're both playing in the same game. Surface Duo was a thin folding phone with pen support, and the iPhone Duo is pretty much exactly that. Of course, Apple's iPhone Duo refers to the fact that it's both an iPhone and an iPad, but seeing the Duo moniker on an Apple product just stings.
If anything, it's just reminded me of what was possible had Microsoft pushed through and continued to innovate on the Surface Duo. The company had started working on a third-gen Surface Duo in 2022, which was going to pivot to a single-screen folding setup not dissimilar to the iPhone Duo.
But Microsoft just can't see a good thing through. Because Surface Duo 1 sold poorly, and Surface Duo 2 sold even less than that, the company decided that it was not worth continued investment in this category, which is just wrong. Folding phones were and still are the future, but Microsoft decided to pack it all in.
Now, Apple has just stolen the crown for the Duo moniker, with a product that seemingly does everything the Duo set out to achieve, but better in every way because Apple isn't going to give up after just one iteration. I get the impression that Duo is here to stay in Apple's lineup, unlike the Duo in Microsoft's lineup.
I'm mad that Apple has stolen the Neo and Duo moniker, but frankly, they deserve it. Microsoft clearly isn't doing anything with them, and they are cool product names for devices that stand out. MacBook Neo and iPhone Duo certainly do that, even if they're not in complete harmony like the Surface Neo and Surface Duo were supposed to be.
Congratulations on the launch of iPhone Duo, Apple.
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