Apple Launches iPhone Duo, iPhone 18 Pro and More: Everything Announced at September 2026 Event

Apple has unveiled its latest generation of products at its September 2026 launch event, with the company’s first foldable iPhone emerging as the biggest highlight. The event, held on September 9, marked the first major Apple keynote under new CEO John Ternus, who succeeded Tim Cook earlier this month.

The event brought major updates across Apple’s iPhone, wearable and audio product categories. The biggest announcements included the iPhone Duo, iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.

iPhone Duo: Apple Finally Enters the Foldable Phone Market

The biggest announcement of the event was Apple’s first foldable smartphone, called the iPhone Duo.

The device features a book-style folding design and opens into a large 7.6-inch display, giving users a significantly bigger screen while retaining a pocket-friendly form factor when folded. Apple is also bringing Apple Pencil support to the device, expanding its potential for productivity, note-taking and creative applications.

Apple has positioned the Duo as a premium smartphone designed for users who want the portability of an iPhone combined with a larger-screen experience.

The iPhone Duo is priced from $1,999 in the US and is scheduled to become available on October 23.

iPhone 18 Pro and iPhone 18 Pro Max Announced

Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, its new flagship smartphones.

Both models receive upgrades focused on performance, photography, battery life and artificial intelligence. The phones are powered by Apple’s next-generation processing platform and feature enhanced camera capabilities designed to improve photography and video recording.

The new Pro models also bring expanded Apple Intelligence capabilities, with Apple placing greater emphasis on privacy while integrating AI into everyday tasks.

The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Pre-orders are scheduled to begin on September 12, with retail availability from September 18.

Where Is the Regular iPhone 18?

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

The standard iPhone 18 was absent from the September event. Apple has reportedly shifted its release strategy, with the regular iPhone 18 now expected to arrive in spring 2027.

This represents a significant change from Apple's traditional September iPhone launch cycle, where the company typically introduces multiple models together.

Reports also indicate that Apple could introduce other more affordable models and an updated iPhone Air during its 2027 product cycle.

Apple Watch Series 12 and Apple Watch Ultra 4

Apple's smartwatch lineup also received a major refresh.

The company introduced the Apple Watch Series 12 and Apple Watch Ultra 4, bringing new hardware, health-related capabilities and software improvements.

The Series 12 continues Apple's focus on health, fitness and everyday smart features, while the Ultra 4 remains targeted at users looking for a more rugged and premium Apple Watch experience.

The Series 12 also introduces new design and colour options, continuing Apple's strategy of combining health technology with fashion and personalisation.

AirPods 5 Arrive With Audio and AI Improvements

Apple also announced the AirPods 5, bringing improvements to its wireless audio lineup.

The new AirPods are designed to deliver better sound quality and improved noise cancellation. Apple is also expanding software-driven capabilities, including AI-powered features and translation functionality.

The latest generation is positioned as an upgrade for users looking for a more intelligent and connected wireless audio experience.

Apple’s New Direction Under John Ternus

The September 2026 event was significant beyond the products themselves because it marked the beginning of a new era for Apple.

John Ternus, who became Apple CEO on September 1, 2026, led the company's major product presentation for the first time.

The introduction of Apple's first foldable iPhone is particularly important because foldable smartphones have already become a major category in the premium smartphone market.

With the iPhone Duo, Apple is entering the category with a high-end device aimed directly at consumers looking for a larger display without carrying a traditional tablet-sized device.

Apple September 2026 Launch: Key Highlights

• iPhone Duo – Apple's first foldable iPhone
• 7.6-inch foldable display on the Duo
• Apple Pencil support on the foldable iPhone
• iPhone 18 Pro – Apple's new premium flagship
• iPhone 18 Pro Max – largest premium iPhone
• Apple Watch Series 12 – new health and wearable features
• Apple Watch Ultra 4 – upgraded premium rugged smartwatch
• AirPods 5 – new-generation wireless earbuds
• Regular iPhone 18 – not launched at the September event
• Pre-orders for iPhone 18 Pro models – September 12
• iPhone 18 Pro availability – September 18
• iPhone Duo availability – October 23

What It Means for Apple

Apple's 2026 launch represents one of the company's biggest strategic shifts in years. The introduction of the iPhone Duo takes Apple into the rapidly developing foldable smartphone market, while the decision to delay the standard iPhone 18 changes the company's traditional annual launch strategy.

The company is also continuing to integrate artificial intelligence across its ecosystem, making AI a central part of the iPhone, Apple Watch and AirPods experience.

For consumers, the biggest question will be whether Apple's premium foldable can justify its high price and compete with established foldable smartphone manufacturers.

With the iPhone Duo, iPhone 18 Pro series and updated wearables, Apple is clearly betting on premium hardware, artificial intelligence and new form factors as key drivers of its next phase of growth.

Apple's September 2026 event therefore marks more than another annual product refresh—it signals the beginning of a new chapter for the iPhone and the company itself.