Apple showed off its first folding iPhone on Wednesday — the Duo, shaped like a passport, out in October. Bloomberg took one look and gasped: "Apple's $3,199 iPhone Duo Raises Bar for Foldable Smartphone Pricing." Three thousand dollars! For a phone! * Small problem. The phone starts at $1,999. The $3,199 one is the maxed-out 2-terabyte version — the config almost nobody on earth orders. Bloomberg walked into the shop, ignored the whole shelf, and priced the penthouse. A record makes a better headline, and the record needed the expensive one. * So what does the thing actually cost? Depends which paper you read, because this one phone got three different prices in one day. * Reuters went with "Apple joins foldable phone race with $1,999 passport-shaped iPhone Duo." Al Jazeera: "Apple unveils $1,999 iPhone Duo." That's Apple's own sticker — $1,999, a price with exactly one job: keeping the words "two thousand dollars" out of your head. Shops have ended prices in .99 forever because your brain grabs the first digit. Everyone knows the trick. These desks typed it out anyway. * The Washington Post spent one dollar of editing: "Apple's first folding phone has three screens and costs $2,000." One dollar. That's the entire distance between Apple's version and the plain-English one, and only one big paper walked it. * So: $1,999, $2,000, $3,199 — all technically true, all the same phone. One desk took the marketing at face value. One did the honest rounding. One got sticker shock from a shelf it picked itself. * Does this matter? A little, yes. Launch day is the one day the press works as Apple's showroom window, and the price is the only fact most readers keep. The number in the headline is always somebody's choice. On Wednesday, only one of those choices was about the phone you'd actually buy.