Apple used its September 9 event to unveil one of its most significant product lineups in years, led by the company’s first foldable iPhone, the new iPhone 18 Pro family, updated Apple Watches, and AirPods 5.
The biggest surprise was the iPhone Duo, Apple’s first foldable smartphone. It starts at $1,999 and opens to reveal a 7.6-inch inner display, with a smaller outer screen for conventional phone use. Apple is positioning the Duo as both a premium smartphone and a productivity device, with multitasking features, Apple Pencil support, and iOS 27 software designed specifically for the foldable format. It goes on sale October 23.
iPhone 18 Pro and iPhone 18 Pro Max
Apple also introduced the iPhone 18 Pro, starting at $1,199, and the iPhone 18 Pro Max, starting at $1,299.
Both models are powered by the new A20 Pro chip and include improved on-device AI capabilities, upgraded cameras, and deeper integration with Apple’s redesigned Siri experience. Apple also introduced a 48-megapixel main camera with variable aperture and additional professional camera controls.
The starting prices are $100 higher than the previous Pro generation, making the iPhone 18 Pro family more expensive but still significantly cheaper than the new foldable Duo.
iPhone Duo
The iPhone Duo starts at $1,999, placing it well above the traditional Pro lineup.
When unfolded, the device offers a 7.6-inch display designed for multitasking, productivity, media, and larger app layouts. Apple demonstrated applications including Zoom and Slack using the expanded screen.
The Duo uses Apple silicon and the company’s C2 modem, and Apple says it is its thinnest iPhone when opened. It also supports Touch ID and is expected to gain Apple Pencil support.
Higher-storage configurations can push the Duo substantially above its base price, making it Apple’s most premium iPhone category yet.
Apple Watch Series 12
The new Apple Watch Series 12 starts at $399.
Apple is positioning Series 12 around health monitoring and intelligence features, with upgraded sensors, improved heart-rate tracking, and new Siri-powered capabilities. The watch continues Apple’s strategy of gradually turning the device into a more comprehensive health and wellness platform.
Apple Watch Ultra 4
The more rugged Apple Watch Ultra 4 starts at $799.
Ultra 4 remains targeted at endurance athletes, outdoor users, and customers who want longer battery life and a larger, more durable watch. The new generation adds updated Apple silicon, enhanced health functionality, and new Siri features while maintaining the premium positioning of the Ultra lineup.
AirPods 5
Apple also refreshed its standard earbuds with AirPods 5, starting at $129.
The biggest change is the addition of active noise cancellation to the entry-level AirPods line for the first time. Apple also introduced a $149 version that adds wireless charging and on-stem volume controls.
That pricing gives Apple a clearer separation between basic AirPods and the company’s more expensive Pro audio products while bringing features previously reserved for higher-end models to a wider audience.
Apple’s New Product Prices at a Glance
- iPhone 18 Pro: $1,199
- iPhone 18 Pro Max: $1,299
- iPhone Duo: $1,999
- Apple Watch Series 12: $399
- Apple Watch Ultra 4: $799
- AirPods 5: $129
- AirPods 5 with wireless charging and volume controls: $149
What Apple Did Not Announce
Notably, Apple did not introduce the standard iPhone 18 at this event. The company’s September lineup instead centered on the Pro models and the new foldable Duo, signaling a major change in how Apple is structuring its annual iPhone releases.
Additional Macs, iPads, and smart home products could still arrive later in the year, potentially through another event or separate announcements.
Apple’s Biggest Hardware Shift in Years
The iPhone Duo is clearly the headline product from Apple’s September event. At $1,999, Apple is entering the foldable market at the very top of the premium smartphone segment rather than attempting to compete on price.
At the same time, the iPhone 18 Pro and Pro Max remain Apple’s more conventional flagship choices, while the new Apple Watches and AirPods strengthen the surrounding ecosystem.
The result is a broader premium strategy built around devices that increasingly share Apple silicon, Siri AI, health features, and tighter integration across iOS 27.
For Apple, September 9 was not simply another annual iPhone refresh. The arrival of the iPhone Duo marks the beginning of a new hardware category, while the rest of the lineup shows how aggressively Apple intends to connect its next generation of devices through AI and its broader ecosystem.
