10 September 2026 (Navroze Bureau) : Apple has unveiled a major new product lineup at its September 2026 “Surprise and Shine” event, led by the launch of the company’s first-ever foldable iPhone, the iPhone Duo.
The event also featured the iPhone 18 Pro and iPhone 18 Pro Max, AirPods 5, Apple Watch Series 12 and Apple Watch Ultra 4, alongside new AI-powered software features. It was also the first major iPhone launch led by new Apple CEO John Ternus, who took over from Tim Cook earlier this month.
iPhone Duo: Apple Enters the Foldable Market
The biggest announcement was the iPhone Duo, Apple’s first foldable smartphone.
The device opens to reveal a 7.6-inch inner display, while the outer display measures about 5.4 inches. Apple says the foldable design is built around a precision hinge and uses a titanium frame, with the device designed to combine a large-screen experience with pocket-friendly portability.
The Duo is powered by Apple’s A20 Pro chip and includes a dual-battery architecture and advanced thermal management. It also supports multitasking, including running two apps side by side, and Apple Pencil support is planned.
The iPhone Duo starts at $1,999, while its India starting price is reported at ₹2,99,900.
iPhone 18 Pro and Pro Max Unveiled
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, focusing on improvements in performance, cameras, battery life and AI capabilities.
The Pro models are powered by the A20 Pro chip and feature upgraded camera systems aimed at professional photography and video users. Apple has also introduced adjustable-aperture technology, giving users greater control over depth and lighting.
The iPhone 18 Pro starts at $1,199, while the Pro Max starts at $1,299. In India, prices reportedly start at ₹1,64,900 for the Pro and ₹1,79,900 for the Pro Max.
Notably, Apple did not unveil a standard iPhone 18 model at this event.
AirPods 5 Get Active Noise Cancellation
Apple also launched AirPods 5, bringing Active Noise Cancellation to its open-ear design.
Apple says the new AirPods feature an updated acoustic architecture, improved sound quality, Adaptive EQ, hands-free access to Siri AI and Live Translation. The company says the ANC can remove up to 50% more external noise than the previous AirPods 4 with ANC.
AirPods 5 start at $129, while a higher-end version with additional controls and wireless charging costs $149. Both are scheduled to launch on September 18.
Apple Watch Series 12 and Ultra 4
Apple refreshed its smartwatch lineup with the Apple Watch Series 12 and Apple Watch Ultra 4.
The new watches bring enhanced health monitoring and AI-related features, including Siri Recap and Audio Intelligence capabilities. The Series 12 starts at $399, while the Ultra 4 starts at $799.
iOS 27 and Siri AI
Software was another major part of Apple’s event.
iOS 27 is scheduled to launch on September 14, bringing a redesigned interface and new AI-powered Siri features. Apple is positioning Siri AI as a more capable assistant integrated across its ecosystem.
The company also highlighted Apple’s broader push toward making the iPhone a “personal intelligence hub”, with AI increasingly integrated into everyday device functions.
A New Era Under John Ternus
The event was also significant from a leadership perspective.
It was John Ternus’ first major iPhone launch as Apple’s CEO after he succeeded Tim Cook. The event therefore marked both a major product transition and a change in Apple’s leadership era.
Apple Focuses on Premium Devices
The 2026 lineup shows Apple’s continued emphasis on premium hardware.
The iPhone Duo sits at the top of the pricing range, while the Pro models also command higher prices. Analysts see the foldable launch as Apple’s attempt to reshape a relatively small but rapidly developing premium smartphone category.
No Base iPhone 18 Yet
One notable omission was the absence of a regular iPhone 18.
Apple instead concentrated the event on its Pro models and the new foldable Duo, suggesting that the company is placing greater emphasis on premium devices in this year’s initial iPhone launch.