Apple unveiled its latest hardware lineup at an event held at the Steve Jobs Theater at Apple Park in Cupertino, California. The keynote marked John Ternus’s first major product launch as Apple’s CEO, following Tim Cook’s transition to executive chairman after 15 years running the company. The announcements introduced Apple’s first-ever foldable device, alongside new Pro smartphones, updated watches, and audio gear.
Apple Debuts First Foldable iPhone Duo Alongside iPhone 18 Pro Lineup
The headline announcement was the iPhone Duo, Apple’s first foldable phone, which starts at $1,999. When opened, it features a 7.6-inch inner Super Retina XDR display with a nano-texture finish designed to minimize glare and reduce the visibility of the crease. According to Apple, it is the thinnest iPhone ever made when opened and features the largest display ever on an iPhone. Closed, the 5.4-inch outer display provides 90 percent of the screen area of the iPhone 18 Pro in a compact, pocketable design roughly the size of a passport.
The device runs on the A20 Pro chip inside a grade 5 titanium enclosure and includes Touch ID integrated into the side button. It features a 48MP Dual Fusion camera system—consisting of a 48MP Fusion Main camera and a 48MP Fusion Ultra Wide camera—alongside a 12MP Center Stage camera and an under-display FaceTime camera. Pre-orders for the iPhone Duo begin on Friday, October 16, with store availability starting Friday, October 23.
iPhone 18 Pro and Pro Max Bring Variable Aperture and Price Hikes
The iPhone 18 Pro and iPhone 18 Pro Max arrived alongside the foldable announcement, bringing a $100 price increase. The iPhone 18 Pro starts at $1,199, and the iPhone 18 Pro Max starts at $1,299. Both models come in black, silver, glacier, and a new burgundy finish, replacing the previous year’s Cosmic Orange.
The Pro lineup introduces Apple’s first 2nm chip and what the company calls its most advanced camera system yet. The 48-megapixel Fusion Main camera features a variable aperture utilizing six laser-cut blades that automatically adjust across four settings to manage depth of field and lighting. A new “Pro controls” interface permits manual adjustment of aperture, shutter speed, and white balance with an onscreen histogram, while an API provides external developers access to the aperture range. Additionally, the phones introduce Apple’s next-generation C2 cellular modem, which delivers faster uploads while using 15 percent less power, and feature the largest increase in battery life ever on an iPhone alongside Apple Reference Image verification. Pre-orders for the iPhone 18 Pro and Pro Max begin September 12, with shipping starting September 18.
Apple Watch Series 12 and Ultra 4 Introduce AI Health Features
The event also detailed updates to Apple’s wearable lineup, highlighting new AI-powered health capabilities. The Apple Watch Ultra 4 starts at $799 and delivers up to 50 hours of battery life—or 84 hours in Low Power Mode—with a 15-minute charge adding up to 18 hours. Both watch models arrived alongside the AirPods 5, priced at $129, which feature longer battery life and active noise cancellation capable of removing up to 50 percent more external noise than the previous generation.
Pricing and Release Schedule Summary
* iPhone Duo: Starts at $1,999; Pre-orders open October 16; Available October 23 * iPhone 18 Pro: Starts at $1,199; Pre-orders open September 12; Available September 18 * iPhone 18 Pro Max: Starts at $1,299; Pre-orders open September 12; Available September 18 * Apple Watch Series 12: Starts at $399; Available September 18 * Apple Watch Ultra 4: Starts at $799; Available September 18 * AirPods 5: Starts at $129; Available September 18
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