Apple unveils its first foldable iPhone Duo, iPhone 18 Pro lineup, AI-powered Siri, Apple Watch Series 12 and AirPods 5 at its 2026 launch event now!.
Apple has officially entered the foldable smartphone market, unveiling the iPhone Duo alongside the new iPhone 18 Pro lineup, Apple Watch Series 12 and AirPods 5 at its annual launch event.
The September 9 event also marked a major moment for new Apple CEO John Ternus, who took the stage for his first major product launch after succeeding Tim Cook.
Apple unveils first foldable iPhone
The biggest announcement was the iPhone Duo, Apple’s first foldable iPhone and its long-awaited entry into a market already dominated by Android competitors.
The device opens to reveal a 7.6-inch inner display, giving users a larger canvas for entertainment, gaming and multitasking. Apple describes it as its thinnest iPhone when fully opened.
The foldable iPhone starts at $1,999 and offers storage options ranging from 256GB to 2TB, putting it firmly in Apple’s premium product category.
iPhone 18 Pro gets major camera upgrade
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, with the company putting a major emphasis on photography, performance, battery life and artificial intelligence.
The new Pro models feature a 48MP Fusion Main camera with variable aperture, giving users more control over exposure and depth of field.
Apple says the iPhone 18 Pro lineup delivers its most advanced iPhone camera system yet, while the Pro Max offers a significant battery-life improvement.
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299.
Apple pushes AI and Siri forward
Artificial intelligence was another central theme of Apple’s 2026 launch.
The new iPhone lineup includes Apple Intelligence features and Siri AI, with Apple positioning the voice assistant as a more capable and personalized tool.
Apple is also using AI to expand photography and other everyday smartphone experiences, while emphasizing privacy and personal context as part of its broader AI strategy.
The company’s AI ambitions extend beyond the iPhone, with Apple bringing intelligence-focused features to its watches and AirPods as well.
Apple Watch Series 12 unveiled
The Apple Watch Series 12 also made its debut, featuring a redesigned health-sensing system designed to deliver more detailed heart-rate monitoring.
Apple says the watch combines new optical and electrical heart sensors with its S11 chip to provide more accurate health and fitness measurements.
The Apple Watch Series 12 starts at $399, according to Fox Business.
AirPods 5 bring AI features
Apple’s audio lineup received an update with the introduction of AirPods 5.
The new earbuds feature active noise cancellation, improved sound and hands-free Siri AI, along with live translation capabilities.
AirPods 5 start at $129, making them one of the more accessible new products announced during the event.
John Ternus begins a new Apple era
The launch was particularly significant because it represented John Ternus’ first major Apple product event as CEO.
Ternus took over from Cook after the longtime Apple chief stepped down following 15 years leading the company. Cook even appeared in a video during the presentation, humorously directing viewers back to Ternus.
With the iPhone Duo, iPhone 18 Pro, Apple Watch Series 12 and AirPods 5, Ternus’ first launch placed Apple’s next chapter firmly around foldable hardware, artificial intelligence and connected devices.
The iPhone Duo, in particular, could become the defining product of Apple’s new era as the company makes its long-awaited move into foldable smartphones.
Also read: John Ternus Makes Apple CEO Debut With iPhone Duo
