Apple’s “Surprise and Shine” event on September 9, 2026, marked a historic milestone for the company under new CEO John Ternus, introducing Apple’s long-awaited entry into the foldable smartphone market alongside significant updates to the core iPhone Pro, Apple Watch, and AirPods lineups. Notably absent was a base iPhone 18, pointing toward a split launch cycle that could see standard models arrive in spring 2027.

iPhone Duo: Apple’s First Foldable

The centerpiece of the keynote was the new iPhone Duo, a notebook-style foldable designed to rival the Samsung Galaxy Z Fold series.

• Displays: Features a 7.6-inch Super Retina XDR internal display (50% larger than the Pro Max) and a 5.4-inch outer cover screen.
• Design & Hardware: Built with a ceramic fiber-strengthened titanium frame, it swaps Face ID for a side-mounted Touch ID and excludes the telephoto lens and Action Button. Available in Star White and Night Sky (dark blue).
• Performance: Powered by the new desktop-class A20 Pro chip, a C2 modem, and a dual-battery system for all-day endurance. The device boasts a 48MP Dual Fusion main camera and a 48MP ultra-wide lens.
• Pricing & Availability: Starts at $1,999 (256GB). Preorders open October 16, releasing on October 23.

iPhone 18 Pro & Pro Max

The flagship Pro models received major processing and camera enhancements, accompanied by a notable price hike.

• Camera System: Introduces Apple’s first variable-aperture main lens with physical aperture blades, joining a trio of 48MP lenses (main, telephoto, and ultra-wide).
• Design: The Dynamic Island is nearly 50% slimmer but can now host up to three Live Activities simultaneously. Available in Silver, Black, Glacier (lilac), and Burgundy.
• Performance & Battery: The A20 Pro chip offers a 20% faster CPU and 40% faster GPU. Battery life hits 36 hours for the Pro and up to 45 hours for the Pro Max.
• Pricing: The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299. Preorders open September 12, releasing September 18.

Apple Watch Series 12 & Ultra 4

Both wearables are powered by the new S11 chipset and feature a redesigned Health Sensing System with larger, more efficient LEDs.

• New Health Features: The updated sensor array enables a new Readiness Score, Health Age metrics, and VO2 Max tracking via guided iPhone camera workouts. Both watches support Audio Intelligence features like Live Rewind and Siri Recap.
• Apple Watch Ultra 4: Adds a Ceramic Shield 2 lens, a slimmer titanium body, and a 48-hour battery life. Pricing starts at $799.
• Apple Watch Series 12: Pricing starts at $399.

AirPods 5

Apple’s entry-level earbuds received their first major update in two years. The AirPods 5 deliver richer sound, a new rain-proof design, and 50% more active noise cancellation (ANC) than the previous generation. The base model is priced at $129, with a touch-sensitive stem version available for $149.