Apple wrapped up its most anticipated September event of the year. Staying true to expectations, the “Surprise and Shine” keynote lived up to the hype. The most notable part of the event was Apple’s first-ever foldable device, the iPhone Duo.
Apple also launched the iPhone 18 Pro along with its bigger counterpart, the Pro Max variant. In the wearable segment, Watch Series 12 and Watch Ultra 4 made their debut. The fifth-generation AirPods 5 have been introduced as well.
September 2026 Apple Event was quite remarkable as it marked the first keynote delivered by the new CEO, John Ternus, who took over the executive duties from Tim Cook.
Here’s a breakdown of everything that was announced at the Apple Event, what it costs, and when you can place an order and when actually get your hands on one.
iPhone 18 Pro/Pro Max
Apple’s flagship phones for this year come with the new A20 Pro chip, built on a smaller 2-nanometer process for better performance and battery life. Both models get a slightly smaller Dynamic Island that can now show up to three Live Activities at once.
The iPhone 18 series gets a new 48MP main camera with variable aperture that lets the camera adjust more like a proper camera lens for better shots in different lighting.
The iPhone 18 Pro starts at $1,199 for 256GB, while the Pro Max starts at $1,299, also with 256GB as the base.
That’s about $100 more than last year’s models, and for the first time, Apple is offering a massive 2TB storage option on both phones. They come in all-new Burgundy and Glacier colour options along with the classic black and silver finish.
Pre-orders open September 12 at 5 AM PT, and the phones will hit the stores on September 18. If you are looking to finance your iPhone 18, Apple’s Upgrade programme has the Pro starting around $49.95 a month and the Pro Max at $54.12 a month over 24 months.
iPhone Duo: Apple’s First Foldable Device
Apple has finally entered into the foldable phone game with its newest and first device of the segment, the iPhone Duo. It’s a book-style design that Apple says is about the size of a passport when closed.
It opens up into the largest display ever seen on an iPhone, a 7.6-inch inner screen paired with a 5.4-inch single outer display when folded. It runs on the same A20 Pro chip as the 18 Pro models and supports the Apple Pencil, a first for any iPhone.
The iPhone Duo comes in two colour variants, Night Sky and Star White. Its pricing starts at $1,999 for 256GB, going all the way up to a whopping $3,199 for the 2TB version.
Unlike the other devices announced tonight, pre-orders for iPhone Duo begin October 16, with the phone shipping from October 23 in more than 70 countries.
Apple Watch Series 12
The Series 12 keeps a familiar look of the classic Apple Watches but adds some nice touches, including new titanium and ceramic case options alongside the usual aluminium.
The wearable is also being offered with a tougher Ceramic Shield 2 display that Apple claims is 60% more scratch-resistant than before. The screen also gets brighter, with 2,000 nits.
Pricing starts at $399, the same as last year’s Apple Watch, and it is available in 42mm and 46mm sizes. Pre-orders are live already, with the watch shipping from September 18.
The rugged Watch Ultra series also got its annual refresh. The new Watch Ultra 4 retains the 49mm titanium case and satellite connectivity for emergencies. The standout upgrade is battery life, which Apple says can now last up to 50 hours, more than double what its precursor, the Watch Series 12 offered.
Apple Watch Ultra 4 is priced at $799 and is up for pre-order now, with shipping starting September 18.
AirPods 5
This year’s Apple event did not disappoint audiophiles as well. The latest release, AirPods 5, brings Active Noise Cancellation(ANC) to Apple’s more affordable earbuds line for the first time, with Apple claiming 50% better noise reduction than the AirPods 4. AirPods 5 support Live Translation and hands-free access to Apple’s newer Siri AI.
There are two versions to choose from: A $129 base model with a standard charging case, and a $149 model that adds a wireless charging case along with swipe-based volume controls on the stems. Pre-orders are live starting today, with general availability from September 18.
What this means for you: Is the upgrade worth it?
Along with four product updates and a new segment launch, this year Apple truly managed to live up to the buildup that was created for its devices. There are multiple new high-end devices to choose from.
The upgrade decision will depend on which device you’re due for. As a first-time purchase, I believe the iPhone Duo will be the most sought-after device by Apple enthusiasts, followed by the AirPods 5 with swipe volume controls.
