Apple has entered the foldable smartphone market. At its September 9, 2026 launch event, the company unveiled the iPhone Duo, its first foldable iPhone, alongside the iPhone 18 Pro and Pro Max, new Apple Watch models and AirPods 5.
The launch marks the first major iPhone event under new Apple CEO John Ternus, who succeeded Tim Cook on September 1. The product lineup signals a push toward premium hardware while Apple continues to build artificial intelligence into its devices.
Apple event 2026 brings the iPhone Duo
The biggest announcement was the iPhone Duo, Apple’s first foldable smartphone.
The device has a 7.6-inch internal display and a 5.4-inch external screen when folded.
Apple has equipped it with the A20 Pro chip, dual batteries and a titanium frame.
The phone supports split-screen multitasking and Apple Pencil compatibility.
At $1,999, the Duo becomes Apple’s most expensive iPhone. Its price places it firmly in the premium segment of the foldable market.
Apple’s entry comes relatively late compared with Samsung, Google and several Chinese manufacturers.
The company has therefore entered a market where consumers already have multiple foldable options.
Apple appears to be betting that its ecosystem, software integration and brand strength can make the category more mainstream.
iPhone 18 Pro focuses on cameras and AI
The iPhone 18 Pro and iPhone 18 Pro Max received their own major upgrades.Both models use Apple’s new A20 Pro chip. The cameras now include variable-aperture technology, giving users greater control over light and depth in photographs.
Apple has also added new professional camera controls.The Pro models start at $1,199, while the Pro Max begins at $1,299 in the United States.
Storage options extend up to 2TB.In India, the iPhone 18 Pro starts at ₹1,64,900, while the Pro Max starts at ₹1,79,900. Pre-orders begin September 12, with sales scheduled to start September 18.
Apple also highlighted artificial intelligence and privacy. Its updated Siri can perform tasks across Apple and third-party applications, while Apple’s Private Cloud Compute system is designed to handle cloud-based processing when on-device computing is insufficient.
Apple Watch gets new health features
The Apple Watch Series 12 and Apple Watch Ultra 4 were also introduced.
The Series 12 starts at $399, while the Ultra 4 starts at $799. Both models use Apple’s new S11 chip and include upgraded health-sensing capabilities.
Apple is also using its AI technology to expand health-related insights and audio features.
The company introduced features including a Readiness score, more frequent heart-rate monitoring and AI-assisted health information.
The strategy shows how Apple continues to position the Watch as more than a smartphone accessory.
Health tracking has become one of the most important areas of competition among premium smartwatches.
AirPods 5 arrive with noise cancellation
Apple also announced AirPods 5, expanding active noise cancellation to its entry-level open-ear earbuds.
The new AirPods start at $129. A $149 version adds wireless charging and touch controls on the stem.
Apple says the new design delivers improved noise reduction compared with the previous generation.
The AirPods 5 are scheduled to launch on September 18.
The pricing is notable because Apple has added features traditionally associated with more expensive earbuds while keeping the entry price below the previous generation’s comparable model.
Apple’s AI strategy takes centre stage
Hardware dominated the headlines, but the Apple event 2026 also highlighted a broader change in the company’s strategy.
Apple is presenting its devices as interconnected AI platforms rather than standalone products.
Siri is being redesigned to carry out actions across applications, while Apple is emphasising on-device processing and privacy.
The approach differs from cloud-first AI systems that rely heavily on remote data centres.
Apple says its Private Cloud Compute architecture allows more demanding AI requests to be processed in the cloud while maintaining privacy protections.
The company’s challenge will be turning these capabilities into features that consumers actually use. AI assistants have become a major battleground among Apple, Google and other technology companies.
Why the foldable iPhone matters
The iPhone Duo could be the most strategically important Apple product announcement in years.
Foldable smartphones have remained a relatively small part of the overall global smartphone market.
AP reported that the category represents less than 5% of global smartphone sales.Apple’s entry could nevertheless change the market.
The company has a history of entering established categories and using its ecosystem to drive wider consumer adoption.
The original iPhone did not create the smartphone category, but it dramatically changed its direction.The same question now surrounds foldable phones.
Apple will need to convince consumers that a foldable iPhone offers enough practical value to justify a $1,999 price.
India gets the new iPhones soon
Indian consumers will not have to wait long for the new Pro models.
The iPhone 18 Pro and Pro Max will go on sale in India from September 18, with pre-orders opening on September 12.
Apple’s Indian pricing places the Pro models firmly in the premium smartphone segment.
The foldable Duo is expected to command an even higher price, reflecting its more complex hardware.
India has become an increasingly important market for Apple, both as a consumer market and as a manufacturing base.
The company’s decision to include India among the launch markets reflects that growing importance.
What comes next for Apple
The Apple event 2026 was about more than another annual iPhone upgrade.
The company has now entered foldable phones, expanded its AI ambitions and continued pushing health features across the Apple Watch ecosystem.
The iPhone Duo will face the biggest test. Apple must prove that its foldable design offers enough advantages to persuade consumers who have already seen several generations of competing devices.
The iPhone 18 Pro, meanwhile, represents a more familiar strategy: improve cameras, processing power, battery performance and software while pushing the premium segment higher.
The first sales figures will reveal whether consumers are ready to pay Apple’s premium for its newest hardware.
The foldable iPhone, in particular, will show whether Apple can turn a niche smartphone category into a mainstream product.
Arushi Pandey is a postgraduate of the University of Exeter, working across multiple countries to create content that has made a meaningful, lasting impact on communities worldwide.
