Apple has delivered one of its biggest product announcements in years, unveiling the iPhone 18 Pro and iPhone 18 Pro Max alongside its first foldable iPhone, the iPhone Duo, on September 9, 2026. The event was particularly significant because it marked the first major Apple product launch led by new CEO John Ternus, who succeeded Tim Cook on September 1, 2026. The launch signals a major new chapter for Apple, combining its traditional iPhone design with foldable technology and a much stronger focus on artificial intelligence. Ternus emphasized Apple’s continuing culture of innovation, while Tim Cook remains involved with the company as chairman.
The headline smartphones are the iPhone 18 Pro and iPhone 18 Pro Max, powered by Apple’s new A20 Pro chip. Apple says the new Pro models introduce its most advanced iPhone camera system yet, including a 48MP Fusion Main camera with variable aperture, giving photographers and creators greater control over images and video. The phones also feature a smaller Dynamic Island, improved thermal management and substantially longer battery life. Apple says the iPhone 18 Pro can deliver up to 36 hours of video playback, while the Pro Max can reach 45 hours. The models will be offered in black, silver, glacier and the new burgundy finish. Apple senior vice-president of Worldwide Marketing Greg Joswiak described the upgrades as “huge leaps forward,” saying Apple had focused on camera, performance, battery life and intelligence rather than simply making incremental improvements.
Perhaps the biggest surprise is the iPhone Duo, Apple’s first foldable smartphone and one of the company’s most significant iPhone redesigns since the removal of the Home button in 2017. The device has a passport-like folding design and opens into a much larger display, with reports putting the internal screen at around 7.6 inches. Apple has positioned the Duo as a premium device designed for multitasking and a different kind of mobile experience, with support for Apple Pencil and split-screen functions. The reported starting price is $1,999, with availability scheduled for October 23, 2026. Its arrival puts Apple directly into competition with established foldable-phone makers and could significantly change the high-end smartphone market.
Artificial intelligence is another major part of Apple’s 2026 strategy. The iPhone 18 Pro models will run iOS 27, with Apple introducing a more capable Siri AI that can use personal context, understand what is displayed on the screen and help users take actions across apps. Apple says iOS 27 will be released as a free update on September 14, 2026, while Siri AI will initially roll out in beta in supported languages. The company is also emphasizing privacy, positioning the iPhone as an “intelligent personal hub” rather than simply another smartphone packed with AI features.
For consumers, the iPhone 18 Pro will start at $1,199, while the iPhone 18 Pro Max starts at $1,299, with pre-orders opening on September 12 and sales beginning September 18, 2026. Apple also unveiled the Apple Watch Series 12, Apple Watch Ultra 4 and new AirPods, expanding its focus on health, fitness and intelligent technology. The September 9 launch therefore represents more than another annual iPhone upgrade: it is the beginning of the John Ternus era at Apple, the arrival of Apple’s first foldable iPhone and a major push to make AI a central part of the company’s future.