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Apple's Sept. 9 event under new CEO John Ternus introduced updated Apple Watches, the iPhone 18 Pro, and the company's first foldable device, the iPhone Duo, but left out a standard iPhone 18 model. Apple gave no explanation, though rumors point to an early 2027 release, with the iPhone 18 Pro and even the existing iPhone 17 seeing $100 price increases.
At its Cupertino event, Apple shifted from its previously cautious approach to AI, opening the keynote with a direct focus on artificial intelligence rather than vague talk of 'intelligence.' New CEO John Ternus framed the iPhone as an 'intelligent personal hub' that uses personal context—calendars, contacts, messages, and app activity—to power smarter, more relevant assistance across Apple's ecosystem.
In his debut keynote as Apple CEO, John Ternus declared the iPhone the ideal 'intelligent personal hub' for the AI era, pushing back against predictions that smartphones are becoming obsolete. This marks a shift from Tim Cook's approach of emphasizing Apple's diversification beyond the iPhone, instead echoing Steve Jobs' 2001 defense of the Mac as a 'digital hub' just before the iPod's launch.
Apple unveiled its first foldable device, the iPhone Duo, at its 'Surprise and shine' event, catching many off guard since analysts had expected the name iPhone Ultra. The Duolingo owl mascot mocked Apple online over the shared 'Duo' branding, even calling out new CEO John Ternus directly, while Samsung poked fun at Apple for entering the foldable market years after its own Galaxy Fold line.
Apple's 'Surprise and Shine' event introduced the company's first foldable phone, the iPhone Duo, marking a major shift in its product lineup. The event also featured the Apple Watch Series 12, Apple Watch Ultra 4 with unchanged pricing, AirPods 5 with upgraded noise-canceling, and iPhone 18 Pro and Pro Max models in four colors. The 81-minute presentation is available for replay on Apple's website and YouTube, and marked new CEO John Ternus's first major public event.
Apple's 'Surprise and Shine' event introduced the iPhone Duo, its first foldable phone priced at $1,999, alongside the iPhone 18 Pro and Pro Max, updated AirPods, and Apple Watches with improved heart rate sensors. The event marked the public debut of John Ternus, who became Apple's CEO on September 1 after leading hardware engineering, and who opened the show discussing AI's role in daily life.
Apple unveiled its debut foldable device, the iPhone Duo, starting at $1,999 for 256GB, alongside the iPhone 18 Pro lineup, updated Apple Watches, new AirPods, and Siri-powered software features. This was the first product event led by John Ternus, who recently succeeded Tim Cook as CEO after 15 years. No base iPhone 18, Vision Pro, iPad, or Mac announcements were made at the event.
Apple has introduced its first foldable smartphone, called the Duo, with prices starting at $2,000 and reaching $3,200 for the largest storage model. New CEO John Ternus, who led the project during his time in Apple's hardware division, presented the book-style device as being inspired by the iPad, unfolding into a small tablet and folding into a wider phone.
Apple debuted its first foldable phone, the iPhone Duo, at its Cupertino event, marking the first flagship product launched under new CEO John Ternus. The device uses a wide-format design rather than the narrow vertical slab seen in early foldables, allowing better video viewing when unfolded, and can also be used vertically like a smaller phone.
At Apple's Surprise and Shine event, new CEO John Ternus argued that the iPhone already fulfills the role of an ideal AI device, citing its processing power, connectivity, cameras, display and battery life. Rather than announcing new AI-specific hardware, Ternus positioned the existing iPhone as Apple's answer to competitors building standalone AI gadgets.
Apple's new CEO John Ternus introduced the iPhone 18 Pro and Pro Max alongside a foldable iPhone at the company's launch event. The Pro Max reportedly offers up to 45 hours of video playback, the longest of any iPhone, powered by a new 2nm A20 Pro chip with improved CPU and GPU performance. The devices also add Apple's N1 and C2 chips for faster wireless connectivity and a redesigned vapor chamber for cooling.
Apple is preparing to unveil its first foldable iPhone, a device expected to carry a premium price tag. The reveal is notable because it will mark John Ternus's debut as Apple's new chief executive, stepping into the leadership role for this major product launch.