Apple’s “Surprise and shine” event on September 9 delivered one of the company’s biggest product announcements in years. The event marked the first major keynote under new CEO John Ternus and introduced Apple’s first foldable iPhone alongside the new iPhone 18 Pro lineup, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
The iPhone Duo emerged as the biggest announcement of the event. Apple also raised the starting prices of its Pro iPhones by $100, while expanding AI features across its latest devices.
iPhone Duo Becomes Apple’s First Foldable iPhone
Apple finally entered the foldable smartphone market with the iPhone Duo.
The device uses a book-style folding design with a 5.4-inch outer display and a 7.6-inch inner display. Apple built the phone around a titanium frame and a custom hinge system. It also supports Apple Pencil and multitasking on the larger display.
The iPhone Duo runs on Apple’s new A20 Pro chip and supports up to 2TB of storage. Apple has also focused heavily on software for the foldable format, including multi-window functionality and an interface designed around the larger inner screen.
The iPhone Duo starts at $1,999. Apple will open pre-orders in October, with retail availability scheduled for October 23.
iPhone 18 Pro and Pro Max Get a $100 Price Increase
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, with both models receiving significant camera and performance upgrades.
The phones use the new A20 Pro chip and feature improved cooling, faster charging and longer battery life. Apple also introduced a variable-aperture camera system, giving users more control over light and depth of field.
The Pro models also bring updated AI features, including deeper integration with Siri. Apple is emphasizing on-device processing and privacy as it expands AI across the iPhone experience.
However, buyers will pay more this year.
| Model | U.S. Starting Price |
|---|---|
| iPhone 18 Pro | $1,199 |
| iPhone 18 Pro Max | $1,299 |
| iPhone Duo | $1,999 |
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Both prices represent a $100 increase over their predecessors.
Apple did not launch the standard iPhone 18 at the event. Reports indicate that Apple will move the base model and other lower-priced iPhones to a later launch window, potentially in 2027.
Apple Watch Series 12 and Ultra 4 Debut
Apple also refreshed its smartwatch lineup with the Apple Watch Series 12 and Apple Watch Ultra 4.
Both watches use the new S11 chip and feature upgraded health sensors. The new sensor system can take heart-rate readings every five seconds. Apple has also added new health and fitness features, including Health Age and Readiness metrics.
The Apple Watch Series 12 starts at $399, while the Apple Watch Ultra 4 starts at $799. Apple also brought back a premium ceramic case option for the Series 12, with the ceramic version reaching $899.
The Ultra 4 offers up to 50 hours of battery life, while the Series 12 provides up to 24 hours under normal use. Both models also support faster charging.
AirPods 5 Add Active Noise Cancellation
Apple’s latest entry-level earbuds also received a major upgrade.
The new AirPods 5 now offer Active Noise Cancellation, adaptive audio and improved sound quality. Apple claims up to 1.5 times more ANC than the previous generation.
The earbuds also gain deeper Siri integration and real-time translation features. Apple has kept the product more affordable than its Pro lineup, with prices starting at $129 and reaching $149 depending on the charging case.
AirPods 5 will be available from September 18.
AI Becomes a Bigger Part of Apple’s Product Strategy
Artificial intelligence was another major theme throughout the event.
Apple expanded Siri AI and its broader Apple Intelligence strategy across its latest hardware. The company is placing particular emphasis on privacy, with more processing handled directly on devices and sensitive cloud operations protected through Private Cloud Compute.
The company also introduced AI-powered features across the Apple Watch and iPhone, showing how Apple plans to integrate AI more deeply into its hardware ecosystem.
Apple’s Biggest Launch Yet Under John Ternus
The September 9 event marked a new chapter for Apple.
John Ternus, who became CEO earlier this month after Tim Cook moved to executive chairman, used his first major keynote to introduce an entirely new iPhone category.
The iPhone Duo is clearly the headline launch, but the broader event shows Apple’s strategy for the next phase: more premium hardware, deeper AI integration and greater emphasis on products that connect across its ecosystem.
For consumers, however, that strategy comes with higher prices. The iPhone 18 Pro lineup now starts at $1,199, while Apple’s first foldable iPhone pushes the flagship category to $1,999.
For the first time, Apple is no longer simply refining the iPhone. It is expanding what the iPhone can be.
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