Apple has finally entered the foldable phone market. At its September 9, 2026 event, the company unveiled the iPhone Duo, its first ever foldable iPhone, alongside the new iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
The event was also the first major iPhone launch led by Apple’s new CEO, John Ternus, who took over from Tim Cook earlier this month. While the foldable iPhone was clearly the biggest announcement, Apple also used the event to show how it plans to bring more artificial intelligence, health features and smarter tools into its devices.
Apple Has Finally Made a Foldable iPhone
The biggest news from the event is the iPhone Duo. This is Apple’s first foldable iPhone, and it opens like a small book to give users a much larger screen when they need it.
When opened, the iPhone Duo has a 7.6-inch inner display, which is the largest screen Apple has ever put on an iPhone. When folded, it has a 5.4-inch outer display that can be used like a normal smartphone. Apple says the phone is also the thinnest iPhone ever when it is opened.
The idea is simple. You can keep the phone folded when you only need to make calls, send messages or quickly check something, then open it when you want a bigger screen for watching videos, reading, gaming or doing several things at once.
Apple has also redesigned iOS to take advantage of the larger display. The company showed the iPhone Duo being used for multitasking, giving users more space to work with different apps at the same time. This makes the phone feel closer to having a small tablet that can still fit into your pocket.
The iPhone Duo is powered by Apple’s new A20 Pro chip and has a special cooling system designed to manage heat. It also uses two batteries to help provide enough power for the large foldable screen.
The phone starts at $1,999 for 256GB of storage. Apple will begin taking preorders on October 16, with the iPhone Duo becoming available in stores on October 23. That price makes it one of the most expensive mainstream smartphones on the market, but Apple is clearly positioning the Duo as a premium device rather than a cheaper alternative to its normal iPhones.
The iPhone 18 Pro and iPhone 18 Pro Max Also Arrived
If you are not interested in a foldable phone, Apple also announced the iPhone 18 Pro and iPhone 18 Pro Max. These phones do not fold, but Apple has made major improvements to their cameras, performance and battery life.
One of the biggest changes is the camera system. The iPhone 18 Pro models now have a 48MP main camera with a variable aperture. In simple terms, the camera can adjust how much light enters the lens, giving photographers more control over their pictures in different situations.
Apple has also added more camera controls that allow users to adjust things such as white balance, shutter speed and aperture. This is particularly useful for people who want more control over their photos instead of simply pointing the phone and taking a picture.
The new phones can also record 4K video with Dolby Vision HDR. Apple has added more tools for changing the look of videos after they have been recorded, making the iPhone 18 Pro models more useful for people who create videos for YouTube, TikTok, Instagram and other platforms.
Both models use the new A20 Pro chip. Apple says the chip improves performance while also helping the phones handle artificial intelligence tasks directly on the device.
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Both phones will be available from September 18, with preorders opening on September 12.
Apple Is Putting More AI Into Its Devices
Artificial intelligence was another important part of Apple’s event. The company wants AI to become a normal part of how people use the iPhone, Apple Watch and AirPods.
Apple’s approach is focused heavily on privacy. The company says Apple Intelligence will run on the device whenever possible, while more demanding tasks can use Apple’s Private Cloud Compute system.
Apple also showed improvements to Siri. The goal is to make Siri better at understanding what users are asking, remembering context and helping with everyday tasks. This is an important area for Apple because competitors such as Google and OpenAI have moved quickly in AI assistants.
The company is therefore not treating AI as something that only belongs inside a chatbot. Instead, Apple wants AI to work quietly across the devices people already use every day.
Apple Watch Series 12 Gets Smarter
Apple also introduced the Apple Watch Series 12. At first glance, it may not look dramatically different from previous Apple Watch models, but Apple has made important changes to health tracking and artificial intelligence.
The Series 12 comes with a new Health Sensing System and the S11 chip. Apple says the watch can measure heart rate and heart rate variability more frequently, giving users more information about their health and fitness.
One of the new features is called readiness. It gives users a score based on information such as recent activity, sleep and other health measurements. The idea is to help you understand whether your body may be ready for another hard workout or whether you should take things easier.
Apple is also bringing new AI features to the watch. One of them is Sound Recognition, which can alert users when it detects sounds such as sirens, alarms, doorbells or a baby crying. This could be particularly useful for people who are deaf or hard of hearing.
Another feature called Live Rewind can help users remember something that was just said during a conversation. Siri Recap is designed to help users remember important details from conversations, such as key points from a meeting.
The Apple Watch Series 12 starts at $399 and will be available from September 18.
Apple Watch Ultra 4 Is Built for More Serious Users
Apple also introduced the Apple Watch Ultra 4, which is aimed at people who want a more powerful watch for sports, outdoor activities and health tracking.
The Ultra 4 comes with the same new Health Sensing System and S11 chip. It offers more frequent heart rate and heart rate variability measurements, along with the new readiness feature.
Battery life has also improved. Apple says the Ultra 4 can last up to 50 hours during normal use and up to 84 hours in Low Power Mode. For outdoor workouts, Apple says it can track activities for up to 45 hours in a special extended workout mode.
The Apple Watch Ultra 4 starts at $799 in the United States and will be available from September 18.
AirPods 5 Are Also Getting a Major Upgrade
Apple did not forget its wireless earbuds. The company introduced AirPods 5, bringing better sound, stronger noise cancellation and more AI features to its most affordable AirPods line.
The biggest upgrade is Active Noise Cancellation, which helps reduce unwanted sounds around you. Apple says AirPods 5 can remove up to 50 percent more external noise than the previous AirPods 4 with noise cancellation.
AirPods 5 also support hands-free access to Siri AI and Live Translation. This means users can interact with Siri using their voice and use the earbuds to help communicate across different languages when paired with a compatible iPhone.
Apple is offering the standard AirPods 5 for $129. A version with a Wireless Charging Case costs $149. Both versions are available for preorder, with sales beginning September 18.
What Apple’s Big Event Really Means
The biggest message from Apple’s September 2026 event is that the company is trying to move beyond simply making a better iPhone every year.
The iPhone Duo is the clearest example. Apple could have waited longer before entering the foldable phone market, but the company has now decided that foldable phones are important enough to become part of the iPhone family. Its $1,999 starting price also shows that Apple sees the first foldable iPhone as a premium product.
The event also shows that Apple wants artificial intelligence to become part of its entire product ecosystem. AI is now appearing in the iPhone, Apple Watch and AirPods, with Apple focusing on features that are connected to everyday activities rather than simply giving users another chatbot.
For Apple users, this means the next few years could look very different. The company is moving towards phones that can change shape, watches that understand more about your health and surroundings, and earbuds that can translate conversations and work more closely with AI.
The Bottom Line
Apple’s September 2026 event was one of its most important product launches in years. The iPhone Duo is easily the biggest announcement because it marks the first time Apple has entered the foldable smartphone market.
But the foldable iPhone was not the only important product announced. Apple also introduced the iPhone 18 Pro and 18 Pro Max, new Apple Watch models with stronger health and AI features, and AirPods 5 with better noise cancellation and Live Translation.
The real question now is whether customers will be willing to pay $1,999 for a foldable iPhone. Apple has entered a market that Samsung and other smartphone makers have been developing for years, and the success or failure of the iPhone Duo could have a major effect on the future of foldable phones.
For now, one thing is certain, the iPhone finally folds.