Samsung published a promotional message welcoming Apple to the foldable phone market just hours before Apple's anticipated launch event, where a foldable iPhone is rumored to debut. The post emphasized Samsung's Galaxy Z Fold as 'the world's lightest fold,' positioning the company as the established leader in the category.
Apple's first iPhone launch event, led by CEO John Ternus, introduced the foldable iPhone Duo alongside new AirPods and Apple Watch models. The Duo features dual 7.6-inch and 5.4-inch displays, Touch ID on the side button, an A20 Pro chip, a 48-megapixel camera, and up to 44 hours of battery life, with pricing starting at $1,999. Apple also revealed two Pro-tier iPhone 18 models with upgraded cameras, skipping a base model this cycle.
At its fall event, Apple launched the iPhone 18 Pro, Pro Max, and a new foldable iPhone Duo, but held back the standard iPhone 18, which is now expected in early 2026. Alongside this, Apple raised prices by $100 across its existing iPhone 17 models and even the older iPhone 16, which returns to its original $799 price.
Apple's Series 12 smartwatch now offers a ceramic case, the first time the material has appeared since the Series 5 in 2019. Buyers can choose pearl white or night blue finishes, with prices starting at $899 and rising to $949 for the 46mm model, well above the $399 base price.
Analyst Mark Gurman says the iPhone 18 Pro and Pro Max will come in four colors: Black, Light Blue, Silver, and Burgundy. This marks a shift from last year's iPhone 17 Pro, which shipped with only three color options and no black variant. Gurman also noted the foldable iPhone Duo is expected in dark blue and white.
Apple has rebuilt core iOS 27 controls and app layouts to suit the iPhone Duo's foldable form factor, borrowing multitasking concepts from iPadOS. The update repositions status icons and navigation elements, introduces a dual-homescreen layout when unfolded, and adds a standby mode that turns the device into a smart display with fullscreen widgets. The Duo will also be the first iPhone to support Apple Pencil, usable on either screen.
Apple has unveiled the Duo, its first foldable iPhone, arriving over seven years after Samsung's original Galaxy Fold. Preorders begin October 16th with sales starting October 23rd, priced from $1,999 for 256GB, with eSIM-only support worldwide and options up to 2TB storage. The device features a 5.4-inch outer display and a 7.6-inch inner screen, both using ProMotion technology and a titanium frame reinforced with ceramic fibers.
Apple unveiled the iPhone 18 Pro and Pro Max, starting at $1,199, with pre-orders opening September 12 and sales beginning September 18. The standout feature is a six-blade aperture system letting users adjust depth of field and lighting between f/1.48 and f/4.0, alongside a new A20 Pro chip built on TSMC's 2nm process and an Apple Reference Image tool to verify unedited photos.
Apple unveiled the Apple Watch Ultra 4 at its 'Surprise and shine' event, keeping the rugged design of last year's model but swapping in the new S11 processor and an upgraded ECG and heart-rate sensor. The new sensor takes readings up to 60 times more often, checking heart rate every five seconds and heart rate variability every five minutes.
Apple confirmed iOS 27 will roll out on Monday, September 14th, headlined by a beta version of its long-delayed AI-powered Siri overhaul. The beta will initially support English only, with French, Japanese, Korean, Portuguese, and Spanish arriving in October. The update also brings a Liquid Glass opacity slider, redesigned app icons, extra-large widgets, a minimized Lock Screen clock option, and separate volume controls for ringtones, alarms, and alerts.
Apple introduced the Apple Watch Series 12 at its September 9th event, featuring a new Siri-powered Audio Intelligence system with live rewind and ambient 'Siri Recap' note-taking. The watch runs on a new S11 chip, starts at $399, and ships September 18th with health upgrades including continuous heart rate sensing and a new Readiness score.
Apple unveiled the AirPods 5, an update to 2024's AirPods 4, featuring a redesigned acoustic architecture and adaptive active noise cancellation that Apple claims reduces noise 50 percent better than before. A higher-end model adds stem-based volume controls, up to five hours of ANC playback, and a wireless charging case compatible with Qi and Apple Watch chargers. The base model costs $129 while the wireless-charging version is $149—$30 cheaper than its predecessor—with both available for preorder now and shipping September 18th.