On September 9, 2026, Apple officially unveiled its first foldable iPhone and the updated Pro lineup — and the results turned out to be a surprise for most analysts. We break down all the confirmed facts from the “Surprise and Shine” presentation.
The Main Surprise: the device is called iPhone Duo, not Ultra
For weeks, insiders and analysts had been calling the foldable iPhone “iPhone Ultra.” The official name turned out to be different — iPhone Duo. This was already the second surprise of the presentation after the company came under the leadership of new CEO John Ternus — this was his first keynote presentation in the role.
iPhone 18 Pro and Pro Max: prices barely changed
Contrary to forecasts of a $100–300 price increase due to the memory chip shortage, prices for the new Pro models remained practically at last year’s level: iPhone 18 Pro — from $1,199, iPhone 18 Pro Max — from $1,299.
Technically, both models received the A20 Pro chip built on a 2-nanometer process, a 48 MP main camera with a variable aperture from f/1.48 to f/4, and improved battery life — up to 36 hours of video playback on the Pro and up to 45 hours on the Pro Max. The lineup is available in four colors, with storage options from 256 GB to 2 TB.
Pre-orders open on September 12 at 5:00 a.m. Pacific Time, with sales starting on September 18 in more than 65 countries; another 20 countries will join on September 25.
iPhone Duo: the first foldable iPhone
The star of the presentation was still the foldable iPhone Duo. The device unfolds into a 7.6-inch internal display, while the outer display is 5.4 inches. Thickness when unfolded is only 5.2 mm, the body is titanium, and unlocking is done via Touch ID (rather than Face ID). The camera is a dual 48 MP module.
The external display received its own set of features — Duo Preview, Kid Cue and Duo FaceTime, designed specifically for use cases when someone is standing in front of the device’s camera. iPhone Duo supports Apple Pencil and adaptive multitasking layouts in iOS 27.
Prices turned out to be lower than TrendForce forecasts: $1,999 for 256 GB, $2,199 for 512 GB, $2,599 for 1 TB and $3,199 for 2 TB (or $83.29 per month for 24 months through the Apple Upgrade program). A case ($79) and a folio case with stand ($129) are sold separately.
Pre-orders for the iPhone Duo will open much later than for the Pro models — October 16 at 5:00 a.m. Pacific Time, with sales starting on October 23 in more than 70 countries, and another 28 countries joining on October 30.
Apple Watch Series 12 and Ultra 4
Both new watch models received the S11 chip and improved health sensors. Apple Watch Series 12 starts at $399 and received new ceramic case options in addition to aluminum and titanium, in 42 mm and 46 mm sizes. Apple Watch Ultra 4 starts at $799 and adds about two days of battery life on top of improved health tracking, including extended workout tracking of up to 45 hours.
Both models are available for pre-order now, with sales starting on September 18.
AirPods 5 and software updates
AirPods 5 start at $129 (the version with wireless charging and touch volume control is $149) and for the first time in this price category received active noise cancellation — 50% more effective than AirPods 4, with up to 5 hours of listening time with ANC enabled.
All software — iOS 27, iPadOS 27, macOS 27, watchOS 27 and visionOS 27 — will be released for free on September 14. The updated Siri AI will debut in beta form, initially in English, with further expansion to French, Japanese, Korean, Portuguese and Spanish in October.
In brief: the key points
- September 9, 2026 — the “Surprise and Shine” presentation, the first for new CEO John Ternus
- The foldable iPhone is officially called iPhone Duo, not Ultra
- iPhone 18 Pro — from $1,199, Pro Max — from $1,299, on sale from September 18
- iPhone Duo — from $1,999, on sale only from October 23
- Apple Watch Series 12 — from $399, Ultra 4 — from $799
- AirPods 5 — from $129, with active noise cancellation for the first time
- All software (iOS 27, watchOS 27 and others) — free from September 14, Siri AI — in beta
FAQ
What is the foldable iPhone actually called? iPhone Duo. Earlier predictions about the name “iPhone Ultra” were not confirmed.
How much does the iPhone 18 Pro cost? From $1,199 for the iPhone 18 Pro and from $1,299 for the iPhone 18 Pro Max — practically unchanged compared to the iPhone 17 Pro.
How much does the iPhone Duo cost and when does it go on sale? From $1,999 for 256 GB up to $3,199 for 2 TB. Pre-orders — October 16, sales — from October 23, 2026.
What is new in Apple Watch Series 12 and Ultra 4? New S11 chip, improved health sensors, new ceramic cases for Series 12, and up to two additional days of battery life for Ultra 4.
When will Siri AI be released? From September 14, 2026 in beta form, initially in English.
The article was prepared by the TechVisor team — practical IT media for people.
