Why This Matters
Apple used its "Surprise and shine" event to refresh nearly its entire consumer hardware lineup at once, including the iPhone 18 Pro, a foldable iPhone Duo, Apple Watch Series 12 and Ultra 4, and AirPods 5. Notably, pricing held steady on the watches and AirPods start at $129, while the iPhone 18 Pro moves to $1,199 with 256GB of base storage. The push into ambient-listening features like Siri Recap and Audio Intelligence signals where Apple sees its AI differentiation.
Key Takeaways
- iPhone 18 Pro starts at $1,199 (256GB) and Pro Max at $1,299, with pre-orders Sept 12 and availability Sept 18.
- Apple Watch pricing is unchanged ($399 Series 12, $799 Ultra 4), with new Audio Intelligence, Sound Recognition, and a Siri Recap ambient-listening feature.
- AirPods 5 land at $129 with ANC and $149 for a higher-end model with on-stem volume, longer battery, and wireless charging case.
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I’m at Apple Park for today’s “Surprise and shine” event, headlined by the rumored announcement of the iPhone 18 Pro and the foldable iPhone Duo. We’re also expecting the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.
Bookmark this page to follow along with 9to5Mac’s coverage of all of Apple’s announcements today.
How to watch today’s Apple event
It’s easy to follow along with the Apple event festivities from home; here’s how:
The official YouTube livestream, which is available here
Apple’s TV app, where it will be linked on the Home tab
and Apple’s Events website
News hub
iPhone 18 Pro and iPhone Duo: Live blog
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