Apple launched its first foldable iPhone and a Pro-only iPhone 18 lineup at its first product event under CEO John Ternus, signaling a structural shift toward higher average selling prices and deeper in-house silicon integration. The event, held September 9, introduced the iPhone Duo at a starting price of $1,999, a new ceiling for the franchise, while eliminating the base iPhone 18 entirely in favor of two Pro models starting at $1,199 and $1,299.
The foldable arrives at a premium
The iPhone Duo opens to a 7.6-inch inner display and closes to a 5.4-inch outer screen, both sharing the same aspect ratio, and carries Apple’s A20 Pro chip alongside the company’s second-generation in-house C2 cellular modem. Battery claims are split: up to 31 hours of video playback on the inner display and up to 44 hours on the outer. A nanotexture finish reduces glare, and Touch ID remains on the side button. Apple Pencil support is promised “later this year,” a phrasing that leaves the actual ship date open. Pre-orders open for an October 23 release in star white and night sky.
Pro-only iPhone 18 lineup drops the base model
By skipping a standard iPhone 18, Apple forces buyers toward the Pro tier, where the 18 Pro and 18 Pro Max share a 48-megapixel main camera with variable aperture and new “Pro controls.” The A20 chip delivers what Apple calls a “huge gain” in performance, while video playback estimates rise to 36 hours on the Pro and 45 hours on the Pro Max, up from the prior generation’s figures, though the source does not specify the comparison baseline. A refreshed Dynamic Island can display three live activities simultaneously. Both devices run Apple’s most advanced on-device AI model to date, with Siri now supporting more than 300,000 apps. The Pro Max adds a 2TB storage option. Launch is September 18 in black, silver, burgundy, and glacier.
AirPods and Watch get AI and health upgrades
Active noise cancellation reaches the entry-level AirPods for the first time. The AirPods 5, priced at $129, claim 50 percent more noise reduction than the previous generation and deliver four hours of listening with ANC on, or 20 hours with the case. A $149 variant adds on-stem volume control, five hours of ANC listening, and a wireless charging case. Both ship September 18. On the wrist, the Watch Series 12 and Ultra 4 introduce “Siri Recap,” which transcribes daily conversations via onboard microphones, and “Audio Intelligence” for on-device detection of sirens and doorbells. The Series 12 samples heart rate every five seconds using larger, more power-efficient green LEDs, and heart-rate variability as often as every five minutes.
What to watch next
The Duo’s $1,999 entry point and October ship date make it a holiday-season test of foldable demand at iPhone volumes. The Pro-only iPhone 18 structure removes the $799-$899 price band, effectively raising the floor by $300-$400. In-house C2 modem deployment across the Duo and presumably the Pro lineup marks the next step in Apple’s supplier decoupling. Watch for attachment rates on the 2TB Pro Max, Apple Pencil adoption on the Duo, and whether the “later this year” Pencil timeline holds.