Apple’s September 9, 2026 event delivered one of the company’s most consequential hardware launches in years. The headline was Apple’s first foldable iPhone, the iPhone Duo, but the company also introduced iPhone 18 Pro and Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and a new generation of AirPods.
Here are the biggest confirmed announcements
iPhone Duo: Apple Enters the Foldable Era
The biggest surprise — and the long-awaited “one more thing” — was iPhone Duo. Apple’s first foldable iPhone opens to a 7.6-inch display and includes a 5.4-inch outer screen. It supports multitasking, adapts iOS 27 to multiple orientations and folding positions, and will support Apple Pencil.
The Duo starts at $1,999 and is scheduled for availability October 23. Apple is positioning it as both a premium smartphone and a productivity device, effectively bringing some iPad-style use cases into a pocketable iPhone.
iPhone 18 Pro and Pro Max
Apple also introduced iPhone 18 Pro and iPhone 18 Pro Max. The new models start at $1,199 and $1,299 respectively, with preorders beginning September 12 and availability September 18.
The Pro lineup introduces A20 Pro, stronger on-device AI capabilities and significant camera improvements. A 48-megapixel main camera with variable-aperture capability gives photographers more control over light and depth of field, while Apple is also expanding computational photography and video features.
Apple Reference Image
Apple introduced a new authenticity initiative called Apple Reference Image. The feature is designed to help prove the authenticity of images captured with supported iPhones at a time when AI-generated and manipulated photos are becoming increasingly difficult to identify. Apple also said it will support the emerging SynthID standard for identifying AI-created or edited imagery. Regional availability will vary.
Apple Watch Series 12 and Ultra 4
Apple Watch Series 12 and Apple Watch Ultra 4 were also announced. Apple highlighted redesigned sensing and more frequent heart-rate measurements, alongside new Apple silicon and software features focused on health, recovery, fitness and intelligent summaries.
Series 12 starts at $399, while Ultra 4 starts at $799 according to launch coverage.
New AirPods
Apple refreshed its entry AirPods line as well. The new generation brings active noise cancellation to a lower-priced AirPods tier. Launch coverage lists a $129 starting model and a $149 version with additional features including wireless charging and on-stem volume controls.
iOS 27 and Siri AI
The hardware announcements build on iOS 27 and Apple’s next generation of Siri AI. Apple emphasized that its intelligence system runs on-device whenever possible and demonstrated deeper app integration. The larger iPhone Duo display is one of the clearest examples of hardware and iOS 27 being designed together, with side-by-side apps and adaptive layouts.
What Was the Biggest Announcement?
The iPhone Duo is easily the defining product of this event. Apple is entering a foldable market that competitors have been developing for years, but it is doing so at the very top of the price range. Whether the $1,999 Duo becomes a mainstream success or remains a premium niche product will be one of the most important Apple stories to watch over the next year.
For traditional iPhone buyers, however, the iPhone 18 Pro and Pro Max remain the products likely to ship at much greater scale. Their camera and AI upgrades could matter more to Apple’s overall business even if the Duo receives most of the attention.
SOURCES
- Apple Events / Apple Newsroom
- Reuters — Apple September 9, 2026 launch coverage
- Associated Press — Apple September 9 launch coverage
- The Verge — Apple event biggest announcements
- Axios — Apple live event coverage