Apple has unveiled its first foldable iPhone, introduced new iPhone 18 Pro models and upgraded its AirPods and Apple Watch lines as new CEO John Ternus took centre stage at the company’s biggest product event of the year.
The headline launch was the iPhone Duo, Apple’s first foldable smartphone and a major new direction for its flagship product line.
The Duo opens into a 7.6-inch display and closes into a compact device with a 5.4-inch outer screen.
Apple said the foldable is its thinnest iPhone when opened and is designed to support viewing, gaming, and multitasking on a larger screen.
Priced at $1,999, the Duo will go on sale on October 23. It also supports Apple Pencil input and features a redesigned iOS experience aimed at taking advantage of the larger display.
The launch puts Apple into a foldable smartphone market that has already been developed by rivals including Samsung and Google, with Apple betting that its hardware design and software ecosystem can attract consumers willing to pay a premium for the new form factor.
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, with prices starting at $1,199 and $1,299, respectively.
Both models feature Apple’s new A20 Pro chip, a 48-megapixel Fusion Main camera with variable aperture, and a smaller Dynamic Island.
Apple said the new camera system gives users greater control over photography and video, while the Pro Max delivers the biggest battery-life improvement in iPhone history.
The new Pro models will be available for pre-order from September 12 and go on sale September 18.
Apple is also introducing Siri AI through iOS 27, with the company placing greater emphasis on artificial intelligence while stressing privacy and on-device processing.
Apple expanded its wearable and audio lineup as well.
The Apple Watch Series 12 introduces a new Health Sensing System with more frequent heart-rate and heart rate variability measurements and a new “readiness” score designed to give users an indication of how prepared their bodies are for the day. It starts at $399.
The Apple Watch Ultra 4, aimed at athletes and outdoor users, also gets the new health-sensing system and offers up to 45 hours of outdoor workout tracking. It starts at $799.
Apple also announced AirPods 5, adding active noise cancellation to its open-ear design, along with improved sound, Siri AI integration, and live translation. Prices start at $129, with availability from September 18.
The event was particularly significant for Ternus, who became Apple CEO on September 1 after succeeding longtime chief executive Tim Cook. Wednesday’s presentation was his first major product keynote in the role.
The launch therefore represents more than a new iPhone cycle. With the Duo, Apple is entering a category where competitors have had a head start, while its latest Pro phones, watches, AirPods and AI features show the company continuing to expand its ecosystem around increasingly intelligent devices.
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