Apple Unveils Folding iPhone Duo Alongside iPhone 18 Pro and More

Apple has finally entered the foldable smartphone market, unveiling the iPhone Duo at its September 9 launch event. The move represents one of the company's biggest hardware changes in years and marks the first major product event led by new CEO John Ternus.

The $1,999 iPhone Duo opens like a book to reveal a 7.6-inch display, while a 5.4-inch screen remains available when the device is folded. Apple is positioning the phone as a combination of smartphone and tablet, with multitasking and productivity among its main selling points.

Apple Finally Enters the Foldable Market

Apple's arrival comes years after rivals such as Samsung and Huawei established themselves in the foldable-phone market.

The iPhone Duo features a titanium body, a redesigned precision hinge and an under-display camera for a larger uninterrupted inner screen. Apple has also added support for Apple Pencil, split-screen multitasking and up to 2TB of storage.

The company is betting that its hardware design, software ecosystem and strong customer base can give it an advantage despite entering the category relatively late.

iPhone 18 Pro Gets a Major Upgrade

Alongside the foldable model, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max.

Both models use Apple's new A20 Pro chip and feature an upgraded camera system with a 48-megapixel variable-aperture camera. Apple is also emphasizing improved battery performance, faster charging and stronger on-device AI capabilities.

The Pro models will start at $1,199 for the iPhone 18 Pro and $1,299 for the Pro Max, representing a $100 increase over their predecessors. Higher memory costs and Apple's focus on premium devices are among the factors contributing to the higher prices.

No Standard iPhone 18 at the Event

One of the biggest surprises was what Apple did not launch.

The company skipped the standard iPhone 18 during its fall event, focusing instead on its premium Pro models and the new foldable. Reports suggest that the regular iPhone 18 could arrive in spring 2027, potentially alongside other lower-priced models.

The decision reflects Apple's increasingly premium-focused strategy and may also help the company manage ongoing pressures involving chips and memory components.

Apple Watch and AirPods Also Get Updates

Apple's hardware announcements extended beyond the iPhone.

The company introduced the Apple Watch Series 12 and Apple Watch Ultra 4, with upgraded health monitoring and new AI-related features. The Ultra model also brings improved battery performance and additional health and fitness capabilities.

Apple also announced AirPods 5, adding improved noise cancellation and other audio features while keeping the entry price at around $129.

AI and Privacy Take Centre Stage

Artificial intelligence was another major theme throughout the presentation.

Apple showcased an upgraded Siri with deeper integration across apps and services. The company emphasized that much of its AI processing happens directly on devices, while more demanding tasks can use its privacy-focused cloud infrastructure.

The strategy is designed to distinguish Apple from rivals by making privacy a central part of its AI offering while still expanding the capabilities of Siri.

A New Era Under John Ternus

The event was also significant because it was John Ternus's first major Apple launch as CEO following Tim Cook's departure.

Ternus, a longtime Apple hardware executive, used the event to present a product strategy centered on premium hardware, AI and tighter integration across Apple's ecosystem. The foldable iPhone is likely to become one of the clearest tests of that strategy.

Apple's shares were broadly flat after the event, suggesting that investors may want to see how well the new products perform commercially before placing a higher value on the company's latest product cycle.

Apple's Biggest Hardware Bet in Years

The iPhone Duo gives Apple a new category to develop at a time when smartphone growth is becoming increasingly difficult and competitors are moving quickly in AI and foldable devices.

Starting at $1,999, the phone will target premium customers rather than the mass market. Preorders are expected to begin in October, with the device scheduled to reach customers on October 23.

Whether consumers are willing to pay Apple's premium for a foldable remains to be seen. But with the iPhone Duo, the iPhone 18 Pro lineup, new Apple Watches and updated AirPods, Apple has made one thing clear: the company is entering a new product era under John Ternus, with foldable hardware and AI at the centre of its next growth push.

More News:-