Standfirst: Apple has unveiled its first foldable iPhone, the iPhone Duo, alongside the iPhone 18 Pro and Pro Max, new Apple Watch models and AirPods 5 at its September product event. Apple has unveiled its first-ever foldable iPhone as the technology giant introduced a new generation of devices at its September product launch on Wednesday.
The iPhone Duo, which opens like a book or passport to reveal a larger internal display, was the headline announcement at the event and represents Apple’s most significant change to the iPhone design since the smartphone was introduced in 2007. The device starts at $1,999, with pre-orders scheduled to begin on October 16 ahead of its October 23 release. Apple said the foldable model is designed to combine the portability of an iPhone with a larger screen suited to multitasking.
When opened, the iPhone Duo features a 7.6-inch internal display, while a 5.4-inch outer screen allows it to function as a conventional smartphone when folded. The device also supports Apple Pencil and can run multiple applications side by side on its larger display. The Duo is powered by Apple’s new A20 Pro chip, which the company says is designed to improve performance, graphics and on-device artificial intelligence capabilities. It also features a vapour-chamber cooling system and Apple’s C2 modem.
The launch marks Apple’s entry into the increasingly competitive foldable-phone market, where rivals including Samsung and Google have already established products.
iPhone 18 Pro gets major upgrades
Alongside the foldable iPhone, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max, with the two models receiving upgrades to their cameras, performance, battery life and artificial intelligence features. Both devices are powered by the A20 Pro chip and start at $1,199 and $1,299, respectively. The new models also come with increased storage options, including configurations reaching 2TB. Apple has upgraded the main camera with a 48-megapixel sensor and variable aperture, giving users greater control over how much light enters the camera and over the appearance of depth of field in photographs.
Battery performance has also received significant attention. Apple says the iPhone 18 Pro can deliver up to 36 hours of battery life, while the Pro Max can reach up to 45 hours of video playback. The company also placed artificial intelligence and privacy at the centre of its latest iPhone experience. Its updated Siri AI is designed to work across Apple and third-party applications, while Apple says processing will take place on the device whenever possible, with cloud processing used when additional computing power is required.
Apple tackles AI-generated images
Another notable addition is Apple Reference Image, a system designed to help establish whether an image originated from an iPhone camera rather than being generated by artificial intelligence. Apple has also added support for SynthID, a technology used to identify AI-generated or AI-edited images. The company says the tools are intended to provide greater transparency around digital images. The development comes as AI-generated images and videos become increasingly difficult to distinguish from authentic content, making digital provenance a growing issue for technology companies, journalists and social media platforms.
New Apple Watch models
Apple also announced the Apple Watch Series 12 and Apple Watch Ultra 4, both of which feature upgraded health and fitness capabilities. The new watches include an updated health-sensing system and more frequent heart-rate monitoring. Apple has also introduced a new readiness feature designed to help users understand their body’s capacity for the day.
The Series 12 starts at $399, while the Ultra 4 starts at $799. Both models incorporate Apple’s latest S11 chip and new intelligence-powered health features. One of the new features, called Health Age, uses information relating to areas including heart health, sleep, movement, metabolic health, hearing and nutrition to provide an assessment of how a user’s health compares with their chronological age. Apple has also introduced new audio-intelligence capabilities that can transcribe ambient conversations and provide summaries through Siri.
AirPods 5 arrive with improved noise cancellation
Apple rounded off the hardware announcements with the AirPods 5, the latest generation of its wireless earbuds. The new AirPods feature improved sound quality and active noise cancellation, with Apple claiming a significant improvement in noise reduction over the previous generation. The new range starts at $129, while a $149 version adds wireless charging and on-stem volume controls. Apple says the new AirPods can provide up to five hours of playback with active noise cancellation enabled.
The earbuds also add features including adaptive sound and real-time translation, further expanding Apple’s push to integrate artificial intelligence into its consumer devices.
A new era under John Ternus
The product launch also marked a significant moment in Apple’s leadership. It was the first major Apple product event led by John Ternus, who became the company’s chief executive earlier this month after Tim Cook’s long tenure at the helm.
Ternus used the event to present a product strategy centred on hardware innovation, artificial intelligence and the continued integration of Apple’s ecosystem. The introduction of the iPhone Duo is particularly significant for the new CEO, as Apple is entering a smartphone category where competitors have had several years to develop and refine foldable devices.
With its premium price, large internal display and integration with Apple’s wider ecosystem, the Duo is positioned as a high-end addition to the iPhone family rather than a replacement for the conventional iPhone. Apple’s latest launch therefore represents more than another annual iPhone upgrade. It signals the company’s willingness to enter a new hardware category while simultaneously pushing deeper into artificial intelligence, health technology and digital privacy.
The next test will be whether consumers are willing to pay nearly $2,000 for Apple’s first foldable phone — and whether the company’s approach can redefine what users expect from the iPhone.