Apple used its Wednesday keynote to unveil its first foldable iPhone, alongside updated Pro models, Apple Watches and AirPods. The event was also the first major product launch for John Ternus, who became chief executive on September 1 following Tim Cook’s departure. As a result, the presentation also offered an early look at Apple’s next chapter under its new CEO.

iPhone 18 Pro and iPhone 18 Pro Max

The iPhone 18 Pro and iPhone 18 Pro Max feature a 48-megapixel main camera with a variable aperture. The system uses six laser-cut blades to automatically adjust for light and depth.

Both phones are powered by Apple’s A20 Pro chip, manufactured using a 2-nanometre process, and include a redesigned vapour chamber intended to improve sustained performance. Further details are available in Apple’s official announcement.

The iPhone 18 Pro starts at $1,199, roughly ₦1.68 million, while the Pro Max starts at $1,299, or about ₦1.82 million. Both prices are $100 higher than their predecessors, marking Apple’s first iPhone price increase in years. Rising memory and component costs have also pushed prices higher across Apple’s Mac and iPad lines through 2026.

Preorders open on Saturday, September 12, and the phones will be available in stores on Friday, September 18.

iPhone Duo, Apple’s first foldable iPhone

Apple’s book-style iPhone Duo opens to reveal a 7.6-inch inner display and closes to a 5.4-inch outer display. Instead of Face ID, it uses Touch ID built into the side button.

Reports have described the project as more than a decade in development. It gained significant momentum around 2020 after Tim Cook reportedly advocated for the concept internally, having observed the popularity of foldable phones in Asian markets.

The Duo uses the same A20 Pro chip as the iPhone 18 Pro models but does not include the variable-aperture camera or telephoto lens. It is also eSIM-only worldwide. Pricing begins at $1,999 for the 256GB model, roughly ₦2.8 million, and reaches $3,199 for 2TB, or approximately ₦4.48 million. According to estimates, that is about $100 less than Samsung’s competing Galaxy Z Fold8 Ultra. Apple’s official announcement provides additional product details.

Preorders begin on October 16, with the phone scheduled to arrive on October 23—one month after the other products in the lineup.

Apple Watch Series 12

The Apple Watch Series 12 is built around a new Health Sensing System. It measures heart rate every five seconds and adds a daily “readiness” score based on activity, vital signs and sleep.

The price remains $399, unchanged despite Apple’s earlier 2026 price increases for other hardware. Preorders are open, and availability begins September 18. Apple outlined the health features in its product announcement.

Apple Watch Ultra 4

The Apple Watch Ultra 4 includes the same health-sensing upgrades as the Series 12. It also offers up to 50 hours of everyday battery life and additional workout-tracking modes for longer outdoor activities.

It remains priced at $799 and will be available from September 18. Apple’s announcement is available here.

AirPods 5

AirPods 5 are Apple’s first open-ear earbuds with active noise cancellation. Apple says they reduce external noise by up to 50% more than the previous generation.

The standard model starts at $129, while a version with a wireless charging case costs $149. Both versions ship from September 18. The company described the product in its AirPods 5 announcement.

Siri AI

Apple is also introducing a rebuilt, more conversational Siri in beta with iOS 27 from September 14. The assistant was first previewed in June and received a lukewarm response at the time. Apple says the updated Siri now works with more than 300,000 third-party applications.

The feature launches in English only. French, Japanese, Korean, Portuguese and Spanish support will follow in October.

Early reaction

The initial response has been mixed. Apple shares fell about 1% immediately after the event, although analysts noted that such a move is not unusual following historical iPhone launches.

On forums and social media, some users praised the Duo’s barely visible crease and Apple Pencil support. Others criticized its $1,999 starting price and questioned the “Duo” name.

Analysts said foldable phones remain a small part of the smartphone market by unit volume but represent a considerably larger share by revenue because they cost more than conventional flagship phones. That means Apple would not necessarily need to sell as many devices for the category to become worthwhile.

Only the iPhone 18 Pro, iPhone 18 Pro Max, both new Apple Watch models and AirPods 5 will arrive this month. The iPhone Duo will not be available until October, and its starting price is $1,999.