Apple Event 2026: Everything announced, including iPhone Duo

Apple staged its annual fall keynote on Wednesday, September 9, 2026, at the company’s Cupertino headquarters. The gathering at the Steve Jobs Theater marked a historic transition for the tech giant. John Ternus led his first major product launch as CEO, succeeding longtime chief executive Tim Cook, who officially stepped down. Against a backdrop of industry-wide component cost pressures, the company debuted its inaugural foldable smartphone, expanded its artificial intelligence architecture, and refreshed its entire ecosystem of wearables and accessories.

The iPhone Duo and the 2026 Smartphone Lineup

The centerpiece of the presentation was the introduction of the company's long-rumored foldable device, christened the iPhone Duo. Calling it the largest display ever on an iPhone while still fitting into a pocket, Ternus presented a phone that opens to a 7.6-inch inner display. This folding screen is eighty percent larger than the screen on the newest iPhone 18 Pro, featuring an under-display camera for the inner screen and the same Grade 5 titanium utilized in the iPhone Air.

When closed, the Duo matches the dimensions of a passport and boasts a 5.4-inch outer display. Both screens feature nano-texture glass to minimize reflections and glare, and both support the Apple Pencil — a capability previously restricted to iPads. The device allows users to split the screen to run two separate apps simultaneously, or open two distinct windows on the same website for comparison shopping. Apple reimagined iOS to ensure seamless continuity when transitioning from one display to the other, and balancing usage across both screens yields 24 hours of battery life.

Alongside the foldable flagship, Apple revealed the iPhone 18 Pro and iPhone 18 Pro Max. The Pro Max model delivers up to 45 hours of video playback. The camera system introduces cinematic effects captured directly from regular video, accompanied by manual controls and smart focus tracking designed to lock onto a moving subject, such as a child playing soccer. The Pro models arrive in four finishes: black, silver, glacier, and burgundy.

Pricing and Availability Comparison

Device	Starting Price (US)	Starting Price (Philippines)	Release / Availability Date
iPhone Duo	$1,999	Php 159,990	Preorder Sept. 12, 2026; Available Oct. 23, 2026
iPhone 18 Pro	$1,199	Php 94,990 (256GB)	Available Sept. 18, 2026
iPhone 18 Pro Max	$1,299	Php 99,990	Available Sept. 18, 2026
Apple Watch Series 12	—	Php 28,990	Announced Sept. 9, 2026
Apple Watch Ultra 4	,	Php 59,990	Announced Sept. 9, 2026
AirPods 5	,	Php 9,490	Announced Sept. 9, 2026
AirPods 5 (Wireless Charging Case)	,	Php 10,990	Announced Sept. 9, 2026

Market analysts view the folding phone rollout as a calculated entry into an established category. Forrester analyst Dipanjan Chatterjee noted the strategic timing of the release:

"The foldable launch is straight out of Apple’s playbook: Wait for the product to work out its kinks and for the market to offer glimpses of viability, then enter and shape the category. The difference is that foldables still represent a minuscule share of the smartphone market. The test of Apple’s ambition will be whether it can expand that niche into a meaningful new segment."

Dipanjan Chatterjee, Analyst, via The Associated Press

Apple Intelligence, Siri AI, and Audio Updates

Artificial intelligence took center stage through the expanded deployment of Siri AI. Operating as a personal chatbot, Siri AI provides personal context understanding across messages, emails, photos, and other native applications, backed by broad world knowledge and app actions. This capability extends directly to the newly updated AirPods 5.

The open-ear AirPods 5 feature a multiport acoustic architecture and next-generation Adaptive EQ. Their active noise cancellation performs up to fifty percent better at filtering external noise than previous iterations with ANC, while retaining a transparency mode. Live Translation is now accessible directly through the stem controls on the AirPods 5. The variant equipped with a wireless charging case adds swipe controls for volume and delivers five hours of battery life on a single charge with ANC active.

Wearables, Health Tracking, and Audio Intelligence

Apple’s wearable ecosystem received significant internal and external upgrades, anchored by the S11 chip. The Watch Series 12 and Watch Ultra 4 leverage the Health-Sensing System to capture higher-frequency heart rate and heart rate variability measurements.

The S11 chip also powers a new readiness score. This metric evaluates recent activity, training load, vitals, and sleep scores to determine a user's capacity for the day, offering four distinct guidance recommendations: Recover, Pace Yourself, Ready, or Go For It. Furthermore, Audio Intelligence features arriving later in the year will assist users in retaining key moments from conversations and maintaining awareness of important sounds. The Apple Watch Series 12 introduces a ceramic material case option alongside up to 24 hours of battery life, whereas the Watch Ultra 4 extends battery life up to 50 hours.

Market Realities and Memory Cost Pressures

The overarching surge in computer memory costs has driven price adjustments across the technology sector, affecting laptops and gaming consoles alike. Outgoing CEO Tim Cook previously addressed these pressures with the Wall Street Journal, noting that while the company absorbed rising expenses for a period, additional costs would eventually reach consumers. With high-end pricing defining the new product tier, exemplified by the iPhone Duo starting at $1,999, Apple continues to promote alternative acquisition routes, such as the Apple Upgrade leasing program.

Ecosystem Accessories

Accompanying the hardware announcements is an expanded suite of protective cases and straps. The iPhone 18 Pro and Pro Max receive Silicone cases with MagSafe priced at $49 in finishes including Burgundy, Olive, Crisp Blue, Magenta, and Black. TechWoven cases, woven on a Jacquard loom from recycled polyester, retail for $59. Clear cases equipped with MagSafe and lanyard connection points are available for $49.

The iPhone Duo features dedicated accessories, including the iPhone Duo Folio with Kickstand priced at $129 and a polycarbonate matte-coated iPhone Duo Case priced at $79. General-purpose accessories received color refreshes as well, including the FineWoven wallet with MagSafe at $59, the 100 percent recycled PET Wrist Strap at $29, and the Crossbody strap at $59.

Next Steps

Customers can place preorders for the iPhone Duo starting on Friday, September 12, 2026, ahead of its official availability on October 23, 2026. The iPhone 18 Pro models become available to buyers on September 18, 2026. Local availability details for markets such as the Philippines remain pending from regional divisions.