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Apple used its fall event to roll out four hardware tiers at once: the long-rumored foldable "iPhone Duo", the iPhone 18 Pro and Pro Max, AirPods 5, and the Apple Watch Series 12 and Ultra 4. iOS 27 ships September 14, four days ahead of the hardware.
The iPhone Duo opens to a 7.6-inch Super Retina XDR display, runs two apps side by side when unfolded, and starts at $1,999 with an October 23 launch. It is the thinnest iPhone Apple has built, drops the physical SIM tray in favor of eSIM worldwide, and reverts to Touch ID rather than Face ID. Apple claims up to 44 hours of battery life using the outer display.
Why it matters
The foldable is the structural news. Apple entering the category late but at the premium end, priced against Samsung's Galaxy Z Fold rather than trying to undercut, signals that Cupertino now treats foldables as a flagship form factor, not a niche experiment. The decision to revert to Touch ID on a $1,999 device also reads as a quiet concession that under-display sensors are still the path forward for large folding panels.
Market impact
The iPhone 18 Pro and Pro Max ship September 18 starting at $1,199, a $100 bump over last year. Both run the new 2nm A20 Pro chip with up to three times better cooling, a smaller Dynamic Island, a 48MP Fusion main camera with variable aperture, and a new photo-authentication feature that flags AI-edited images. AirPods 5 launch the same day at $129 with up to 50% more noise reduction, and the Apple Watch Series 12 and Ultra 4 add live rewind and chronic high blood pressure alerts starting at $399.
Frequently asked questions
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How much does the foldable iPhone Duo cost and when does it launch?
The iPhone Duo starts at $1,999 and launches October 23. It opens to a 7.6-inch Super Retina XDR display and runs two apps side by side when unfolded.
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What is new in the iPhone 18 Pro compared to last year?
The iPhone 18 Pro and Pro Max add a 2nm A20 Pro chip with up to 3x better cooling, a smaller Dynamic Island, a 48MP Fusion camera with variable aperture, and larger batteries.
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Did Apple raise prices on the iPhone 18 Pro line?
Yes. The iPhone 18 Pro starts at $1,199, a $100 increase over the prior generation. Both the Pro and Pro Max saw the same $100 bump.
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When does iOS 27 launch?
iOS 27 ships September 14, four days before the iPhone 18 Pro, AirPods 5, and Apple Watch Series 12 go on sale.
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What are the new health features on the Apple Watch Series 12?
The Apple Watch Series 12 adds live rewind to catch what you missed, notifications for chronic high blood pressure, and Apple's most accurate heart rate sensing in a wearable. The Series 12 starts at $399 alongside the Ultra 4.
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