Apple has officially entered the foldable smartphone market with the debut of the iPhone Duo, a passport-shaped folding device launched alongside the flagship iPhone 18 Pro series, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. The "Surprise and Shine" keynote on September 9, 2026, marked a historic milestone for the technology giant, serving as the first major product launch helmed by Apple's new Chief Executive Officer, John Ternus, who recently succeeded long-time leader Tim Cook.
The launch represents a dual transition for Apple, showcasing its hardware engineering ambitions under Ternus while aggressively positioning the brand in the ultra-premium segment. However, the event also brought notable omissions and pricing adjustments, with Apple choosing not to announce a standard iPhone 18 base model or a second-generation iPhone Air, while simultaneously raising prices on older iPhone models in key international markets like India.
The Debut of the Foldable iPhone Duo
The star of the keynote was the iPhone Duo, Apple's first-ever foldable smartphone, which features an asymmetrical, book-style folding mechanism designed to fold like a passport. The device features a 7.6-inch internal display when unfolded, though some technical specifications compiled during the launch also cited a 7.76-inch internal screen, paired with an outer cover display measuring between 5.4 and 5.49 inches. Built with a titanium frame and utilizing what Apple calls Liquid Glass, the phone is designed to transition content seamlessly between screens while maintaining a flat profile when fully opened.
Powered by the new A20 Pro processor, the iPhone Duo includes a dual 48-megapixel Fusion camera system, front-facing cameras on both displays, and support for the Apple Pencil and MagSafe wireless charging. To support the new form factor, Apple adapted its upcoming iOS 27 operating system to enable multi-tasking across screens and dynamically alter content orientation based on how the device is held. The premium foldable starts at $1,999 in the United States, while in India, the 256GB base model is priced at Rs 2,99,900, scaling up to Rs 4,49,900 for the 2TB storage configuration.
Next Generation Silicon and the iPhone 18 Pro Series
Alongside the foldable, Apple introduced its flagship iPhone 18 Pro and iPhone 18 Pro Max, which feature 6.3-inch and 6.9-inch displays respectively. Both models are powered by the new A20 Pro chip, built on a cutting-edge 2-nanometer process. The processor features a six-core CPU with two "desktop class" super-cores and four efficiency cores, alongside a seven-core GPU and a 16-core Neural Engine. To sustain performance during heavy workloads, Apple integrated an upgraded vapour-chamber cooling system that offers three times the surface area of the previous generation.
The camera systems on the Pro models have been upgraded with a 48-megapixel Fusion main camera featuring a variable aperture of up to f/1.48 to automatically adjust to ambient light levels. Photographers also gain manual controls over shutter speed and motion blur, alongside updated Photographic Styles that introduce texture and grain controls. Connectivity is handled by a new C2 cellular modem, which Apple claims is 15 percent more energy efficient and delivers faster upload speeds. Battery life has also improved, with the iPhone 18 Pro rated for 24 hours of usage and the Pro Max delivering up to 30 hours per charge.
Pricing Disparities and Legacy Model Hikes
While pricing in the United States remained relatively stable, Indian consumers face steep upward revisions that reinforce Apple's ultra-premium positioning. A notable discrepancy emerged in early retail reports regarding the starting prices of the Pro series in India. While some local listings placed the starting price of the iPhone 18 Pro at Rs 1,19,900 and the Pro Max at Rs 1,29,900, other launch reports tracked the starting prices at Rs 1,64,900 and Rs 1,79,900 respectively. This pricing structure represents a significant premium over the US starting prices of $1,199 for the Pro and $1,299 for the Pro Max.
Adding to the financial barrier for entry-level buyers, Apple implemented immediate price hikes on its older smartphone lineup in India following the keynote. The price of the iPhone 17 256GB variant was increased to Rs 99,900, representing a Rs 17,000 hike from its original launch price, while the ultra-thin iPhone Air saw its price surge by Rs 30,000. These adjustments, combined with the complete omission of a standard iPhone 18 base model or an iPhone Air 2, mean that budget-conscious consumers looking to enter the Apple ecosystem must rely on older, now more expensive, inventory.
Wearables and Audio Upgrades with Active Noise Cancellation
Apple also refreshed its wearable and audio portfolios, introducing the Apple Watch Series 12, the rugged Apple Watch Ultra 4, and the AirPods 5. The AirPods 5 represent a major shift for Apple's open-ear audio line, introducing Active Noise Cancellation (ANC) to the standard open-fit design for the first time. Powered by the H2 headphone chip, the AirPods 5 are rated to deliver up to 1.5 times more noise reduction than the AirPods 4, alongside Adaptive Audio, Transparency mode, and Conversation Awareness. The earbuds feature an improved IP57 rating for dust and water resistance and introduce stem-based swipe gestures for volume control.
The Apple Watch Series 12 and Ultra 4 both run on watchOS 27 and feature a redesigned Health Sensing System. This system utilizes an expanded electrode surface area, redesigned photodiodes, and enhanced green LEDs to collect more frequent background heart rate and heart rate variability data. The watches also introduce a "Readiness" application to assess daily health status and leverage Apple Intelligence for features like Live Rewind, which transcribes the last 15 seconds of audio, and Siri Recap for ambient meeting notes. The Series 12 starts at $399 (Rs 56,900 in India), while the Ultra 4 is priced at $799 (Rs 1,09,900 in India) with a battery life rated for over two days.
Leadership Transition and the AI Roadmap
The event served as a symbolic passing of the guard, opening with a pre-recorded cinematic sequence where former CEO Tim Cook handed over the stage to John Ternus. Cook, who led Apple through a period of massive supply chain expansion and a $4.6 trillion market capitalization, will transition to the role of executive chairman. Ternus, a 25-year Apple veteran who previously headed hardware engineering, now faces the task of integrating Apple's delayed artificial intelligence features into its hardware ecosystem.
During the keynote, Ternus emphasized Apple's commitment to on-device processing, stating that "trust only goes so far when your data is no longer yours to control." The company showcased an advanced version of Siri capable of taking actions across apps and recalling context from past messages, alongside new productivity tools and photo editing features. However, Apple officials noted that some of these advanced Apple Intelligence features may carry usage limits based on user demand and subscription models, highlighting the ongoing operational challenges of scaling AI infrastructure.
Apple has confirmed that its new major software release, iOS 27, will become available to compatible iPhone users on September 14, 2026. Pre-orders for the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5 are currently open, with retail availability scheduled to begin on September 18, 2026.
For the highly anticipated iPhone Duo foldable, pre-orders are scheduled to begin on October 16, 2026, with the device officially arriving in retail stores and shipping to customers in both the United States and India on October 23, 2026.
