Apple Chief Executive Officer John Ternus presented the company's first foldable handset, the iPhone Duo, and the flagship iPhone 18 Pro line on September 9.
The presentation streamed live on YouTube and Apple's official website at 20:00 Kyiv time. The launch marked Apple's first major product event in 15 years without Tim Cook, who stepped down as chief executive officer on September 1, 2026. Ternus, who previously served as senior vice president of hardware engineering, told employees on September 7 that the company was preparing a grand launch.
Apple Inc. is an American technology corporation based in Cupertino, California, known for producing consumer electronics, software, and online services. Cook led the company for 15 years after succeeding co-founder Steve Jobs in 2011.
First foldable iPhone Duo
The iPhone Duo represents Apple's entry into the foldable smartphone market after more than ten years of development. The handset features a book-style folding design with dual displays, comprising a 7.6-inch internal folding screen and a 5.4-inch external display. The outer display covers roughly 90 percent of the screen area found on an iPhone 18 Pro.
The device contains a hole-punch front camera and dual 48-megapixel main cameras, omitting a dedicated telephoto lens. Accessory maker Dbrand had previously listed cases revealing a compact chassis with rounded edges and a horizontal rear camera module. Powering the handset is Apple's new 2-nanometer A20 Pro processor alongside a custom C2 5G modem.
Users can fold the iPhone Duo to any angle, with iOS automatically adapting the user interface. Apple collaborated with software developers, including Netflix, to optimize application layouts for the dual-screen format. The device also includes full support for the Apple Pencil stylus.
Apple engineered the handset for all-day battery performance, stating that the internal screen provides up to 31 hours of video playback while the external screen yields up to 44 hours.
The company offers the iPhone Duo in two colors: subtle gray and dark blue. Prior to the event, Bloomberg reported that the phone would come in white and dark blue options.
The base model features 256 GB of storage and carries a starting price of $2,000, while a top configuration with 2 TB of storage costs $2,999. Pre-launch analysis from Bloomberg had estimated a starting price between $1,999 and $2,100. Product shipments will begin in October, with general retail sales scheduled for October 23.
iPhone 18 Pro camera and performance upgrades
Apple announced the iPhone 18 Pro starting at $1,199 and the iPhone 18 Pro Max starting at $1,299, marking a $100 price increase over previous flagship models. Analysts attributed the price rise to LPDDR5X DRAM memory costs, which rose nearly four times higher than the previous year. Retail availability begins on September 18.
Both Pro models run on the 2-nanometer A20 Pro chip, which features 6 CPU cores, 7 GPU cores offering 40 percent faster graphics processing than the A19 Pro, and 32 Neural Engine cores for local artificial intelligence tasks. Memory bandwidth increased by 50 percent, with system memory integrated directly into the silicon package. An updated version of Siri works across 300,000 applications.
The main 48-megapixel camera includes a variable aperture mechanism with six thin blades that open automatically in dark environments to enhance night photos and accelerate night mode processing. Apple described the system as its largest camera upgrade in recent years. The iPhone 18 Pro Max features a 6.9-inch LTPO+ OLED display and storage options up to 2 TB.
To combat artificial intelligence manipulation, Apple introduced the Apple Reference Image authentication feature. The system uses main camera sensor data and cryptographic verification to prove that an image was captured by an iPhone camera rather than generated by software, binding the file to the exact moment of capture.
The Dynamic Island display cutout is roughly 35 percent smaller than on the iPhone 17 Pro, measuring 13.49 mm in width compared to 20.76 mm. It can display three Live Activities simultaneously instead of two. Hardware changes also include an improved vapor chamber cooling system to manage thermal performance.
Battery performance has increased across the Pro lineup. Battery life on the iPhone 18 Pro reaches up to 36 hours, matching the previous iPhone 17 Pro Max. The iPhone 18 Pro Max lasts up to 45 hours, providing over 20 hours of continuous active use. On the Pro Max, battery capacity stands at 5,567 mAh for eSIM models and 5,391 mAh for SIM-tray models, up from 5,088 mAh. Fast charging yields a 50 percent charge in 15 minutes, or 6 hours of video playback from 5 minutes of charging.
The Pro models come in silver, dark gray, light blue, and Dark Cherry, a dark burgundy shade replacing Cosmic Orange.
Price increases across existing iPhone models
Apple raised prices by $100 across all previously introduced iPhone models remaining in its catalog. The iPhone 16 now costs $799, up from $699. The 256 GB iPhone 17e costs $699, up from $599. The 256 GB iPhone 17 costs $899, up from $799. The iPhone Air costs $1,099, up from $999.
Following the adjustment, Apple's active iPhone lineup ranges from $599 for the lowest-priced model to $1,999 for the entry-level foldable handset, rising to $2,999 for the top foldable capacity.
AirPods 5 with noise cancellation
Apple launched AirPods 5 in two open-ear variants, introducing Active Noise Cancellation to the standard lineup. Apple stated that the new design reduces external noise by approximately 50 percent, claiming it offers the highest noise reduction performance on the market for open-fit earbuds.
The earbuds deliver up to 5 hours of operation with noise cancellation active. They feature real-time speech translation and carry an IP57 rating for dust and water resistance, allowing them to withstand brief submersion in water.
The higher-tier edition adds stem swipe controls for volume adjustment and compatibility with wireless charging cases. The base model with a USB-C charging case costs $130, while the wireless charging case edition costs $150, representing a $30 price reduction compared to equivalent AirPods 4 configurations. Both models launch on September 18.
Apple Watch Series 12 and Ultra 4
Apple Watch Series 12 features a new Apple Silicon S-series processor with enhanced power efficiency, alongside a redesigned sensor module on a flatter platform to improve reading accuracy. The Health Sensing System measures heart rate every 5 seconds, which is 60 times more frequent than previous generations, supporting continuous heart rate monitoring.
Software features include a new Readiness application, physical and biological age evaluation metrics, artificial intelligence exercise tracking, and automated daily activity summaries that record conversations. The smartwatch introduces new color finishes and an optional ceramic case, returning to the lineup for the first time since Series 5 in 2019. Prices start at $449, with shipments beginning September 18.
Apple Watch Ultra 4 includes an upgraded processor, refreshed sensors, enhanced satellite connectivity, continuous heart rate tracking, and extended battery life relative to Ultra 3. The flagship sports watch starts at $799.
Software release dates and delayed products
Apple confirmed that iOS 27, iPadOS 27, and watchOS 27 will launch globally on September 14. The operating system updates will be available to owners of iPhone 11 and newer handsets without regional rollout delays.
Several product releases were deferred to future launch cycles. The entry-level iPhone 18, iPhone 18e, and second-generation iPhone Air were delayed until the first quarter of 2027. Apple did not present new MacBook laptops or iPad tablets during the event, reserving those announcements for a separate presentation later in 2026. Models including AirPods Ultra with integrated cameras and Apple Watch SE 3 are scheduled for 2027 at the earliest.
