The tech giant introduces its first foldable phone alongside new iPhone models and wearables
Category: Technology
Apple's highly anticipated September event took place on September 9, 2026, at 10 AM PT from Apple Park in California, marking a momentous occasion for the tech giant. Dubbed "Surprise and Shine," this event was particularly notable as it featured John Ternus' first keynote as Apple CEO, following his recent promotion from Tim Cook earlier in the month. The presentation was streamed live, allowing fans and tech enthusiasts worldwide to tune in via the Apple TV app, Apple’s official website, and YouTube Live.
The event showcased some of Apple's most exciting new products, headlined by the introduction of the company's first foldable iPhone, rumored to be named the iPhone Duo or iPhone Ultra. This new device has been the subject of speculation for years, and its reveal was met with much anticipation. The foldable iPhone is expected to feature an outer display measuring between 5.3 to 5.5 inches, which opens up to reveal a much larger 7.7 to 7.8-inch inner display, providing a screen experience comparable to that of an iPad mini.
Apple's foray into foldable technology marks a shift in its design philosophy, aiming to combine portability with a larger screen experience. The foldable iPhone Duo is expected to be priced at $2,000 or more, raising questions about its market viability, especially considering reports that it may lack a telephoto camera, a feature commonly found in premium smartphones. Alongside the foldable, Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, but curiously, the standard iPhone 18 was absent from the lineup. This suggests a strategic change in Apple's release schedule, as the regular iPhone 18, along with the second-generation iPhone Air and iPhone 18e, is reportedly slated for a spring 2027 launch.
The introduction of a foldable iPhone is a bold move for Apple, particularly as the smartphone market becomes increasingly competitive. By entering this space, Apple aims to capture a segment of consumers looking for innovative devices that offer both functionality and style. The absence of the standard iPhone 18 at this event signals a shift in how Apple plans to roll out its products, potentially allowing for more focused marketing and development for each model. The company’s decision to split the iPhone 18 lineup into two separate launch periods could also help maintain consumer interest over a longer period.
In addition to the foldable iPhone, the event highlighted updates to Apple’s wearable technology. The Apple Watch Series 12 and the premium Apple Watch Ultra 4 were expected to be unveiled, though there were no announcements for a new Apple Watch SE following the major SE 3 update last year. Other rumored announcements included the AirPods 5, new M6-powered Macs, an updated Apple TV 4K, and an Apple Home Hub. As with all Apple events, the exact details of these products were closely guarded secrets until the presentation.
| Product | Specifications | Price | Release Date |
|---|---|---|---|
| iPhone Duo/Ultra | 5.3-5.5" outer display, 7.7-7.8" inner display | $2,000+ | September 2026 |
| iPhone 18 Pro | Latest chip, advanced camera features | Not disclosed | September 2026 |
| iPhone 18 Pro Max | Largest display, premium features | Not disclosed | September 2026 |
| iPhone 18 | Standard features | Not disclosed | Spring 2027 |
As the event progressed, Apple enthusiasts eagerly awaited the live demonstrations of the new devices. The ability to watch the event via the Apple TV app or through the company's website made it accessible for millions of viewers globally. In India, for example, the event began at 10:30 PM IST, allowing fans to join in the excitement late into the evening.
With the introduction of the iPhone Duo, Apple is redefining its product lineup and setting the stage for future innovations. The decision to release the iPhone 18 and its variants at a later date could allow Apple to refine its offerings based on consumer feedback and market trends. As the tech world watches closely, the implications of this event extend beyond just new devices; they signal a shift in how Apple approaches its product strategy and consumer engagement.
As we look ahead, the next major milestone for Apple will be the anticipated launch of the iPhone 18 and its variants in spring 2027. This staggered release strategy may provide Apple with valuable insights into consumer preferences and allow for adjustments in marketing strategies. With the tech industry constantly changing, Apple’s ability to adapt will be key to maintaining its competitive edge.