Apple debuted its latest hardware lineup at an event held at the Steve Jobs Theater at Apple Park, marking the first keynote for John Ternus in his new role as Chief Executive Officer after Tim Cook stepped down to become executive chairman. The keynote brought major updates across Apple’s ecosystem, headlined by the company’s first-ever foldable device, the iPhone Duo, alongside the professional-grade iPhone 18 Pro and iPhone 18 Pro Max.
Apple Unveils iPhone Duo Foldable and iPhone 18 Pro at Cupertino Event
The event also introduced the Apple Watch Series 12 starting at $399, the Apple Watch Ultra 4 at $799, and AirPods 5 priced at $129, alongside a rebuilt Health app featuring a new Longevity tab and the ability to schedule and pay for a $119 blood panel within the app.
iPhone Duo: Apple’s First Folding Phone
Powered by the A20 Pro chip inside a grade 5 titanium enclosure, the iPhone Duo starts at $1,999 for the 256GB model. Both the inner and outer panels run ProMotion, peak at 3,000 nits outdoors, and support intuitive controls and multitasking across multiple windows.
Preorders for the iPhone Duo begin October 16 at 5 a.m. PT, with retail availability following on October 23.
iPhone 18 Pro and Pro Max Introduce Variable Aperture and Apple Reference Image
The traditional flagship tier received substantial updates with the announcement of the iPhone 18 Pro and iPhone 18 Pro Max. Greg Joswiak, Apple’s senior vice president of Worldwide Marketing, stated in a company press release, With iPhone 18 Pro, we’ve made advancements to the areas our users care about most: camera, performance, battery, and intelligence. And we didn’t just make incremental improvements in these areas — we took huge leaps forward to create the best Pro iPhone we’ve ever made.
Both models feature Apple’s A20 Pro chip, iOS 27 with Apple Intelligence and Siri AI, and the next-generation C2 cellular modem, which delivers faster uploads while consuming 15 percent less power according to Mashable. The Pro Max model also delivers the largest increase in battery life ever recorded on an iPhone noted Apple.
The camera system introduces a 48MP Fusion Main camera equipped with variable aperture control for the first time on an iPhone. Six laser-cut blades automatically or manually adjust across four aperture settings to manage depth of field and lighting. Additionally, the new Apple Reference Image feature utilizes a sensor that signs every pixel, allowing users to verify photo authenticity in the Photos app according to Apple’s announcement.
Pricing and Release Schedule
The iPhone 18 Pro and iPhone 18 Pro Max receive a $100 price increase, starting at $1,199 and $1,299 respectively reported Mashable. They are available in four finishes: black, silver, glacier, and a new burgundy stated Apple.
| Product | U.S. Starting Price | Preorder Date | On-Sale Date |
|---|---|---|---|
| Apple Watch Series 12 | $399 | Sept. 9, 2026 | Sept. 18, 2026 |
| Apple Watch Ultra 4 | $799 | Sept. 9, 2026 | Sept. 18, 2026 |
| AirPods 5 | $129 | Sept. 9, 2026 | Sept. 18, 2026 |
| iPhone 18 Pro | $1,199 | Sept. 12, 2026 | Sept. 18, 2026 |
| iPhone 18 Pro Max | $1,299 | Sept. 12, 2026 | Sept. 18, 2026 |
| iPhone Duo | $1,999 | Oct. 16, 2026 | Oct. 23, 2026 |
