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After unveiling the iPhone Duo and iPhone 18 Pro at its 'Surprise and shine' event, Apple raised prices by $100 on all previous-generation iPhones still sold. The iPhone 16 jumped from $699 to $799, the 17E from $599 to $699, the base iPhone 17 from $799 to $899, and the iPhone Air from $999 to $1,099.
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.
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 is reportedly expanding its trade-in program so that devices with minor cosmetic flaws, such as small screen cracks, qualify for the same value as pristine units. The change is expected to go live across Apple's entire product line as soon as the online store reopens after today's iPhone event. It comes as new iPhone 18 Pro models are expected to carry roughly $100 price increases.
Apple will hold its 'Surprise and shine' launch event on September 9th at 1PM ET, expected to unveil the iPhone 18 lineup including a rumored foldable device nicknamed the 'iPhone Duo.' The event marks John Ternus' debut as Apple's chief executive, having succeeded Tim Cook on September 1st after previously leading hardware engineering.
Apple is holding its annual flagship product event on September 9, 2026, where it is expected to reveal the iPhone 18 series and detail iOS 27. This marks the first major keynote led by John Ternus, who has taken over as Apple's CEO.
Samsung R&D executive Hee-Cheul Moon publicly welcomed Apple's upcoming entry into foldable phones, framing it as validation of Samsung's early lead in the category. However, he pointedly stressed that device weight is the critical factor for customer satisfaction, an apparent dig at reports that Apple's foldable will weigh roughly 235g compared to the Galaxy Fold 8's 201g. Market analysts project Apple could capture 40% of the foldable market within a year, edging past Samsung's current 38% share.
Apple's Surprise and Shine event is set to reveal its first foldable phone, reportedly named iPhone Duo rather than the earlier rumored iPhone Ultra, alongside the expected iPhone 18 Pro and Pro Max models. Bloomberg's Mark Gurman reports the device will start around $2,000 for 256GB and reach $3,000 for 2TB, launching around October with Apple Pencil support at launch.
Ahead of its 'Surprise and Shine' event, Apple has quietly added nearly 40 hardware identifiers to its backend systems, covering iPhones, Macs, iPads, Apple Watches, Apple TV, and a HomeAccessory category. Notably, seven iPhone identifiers appeared even though only six models are currently expected in the iPhone 18 lineup, suggesting either an unannounced variant or a surprise new device.
TrendForce reports Apple's smartphone production rose 14% year-over-year to about 52 million units in Q2 2026, giving it a 19% global share behind only Samsung's 62 million units. The overall global smartphone market fell 8% to 275 million units, a smaller drop than analysts had expected, prompting TrendForce to raise its full-year 2026 forecast to 1.07 billion units.