iPhone 18 Pro and Foldable iPhone Duo Launch as John Ternus Begins New Apple Era

Apple has entered a new chapter with the unveiling of the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable iPhone Duo, alongside the Apple Watch Series 12, Watch Ultra 4 and AirPods 5. The September 2026 product event is significant not only because of the new hardware, but because it marks the beginning of John Ternus’s tenure as Apple’s chief executive after Tim Cook’s long leadership.

The biggest headline is undoubtedly the foldable iPhone. Apple has stayed out of the foldable-phone race while Samsung, Huawei, Xiaomi, Vivo and other manufacturers experimented with the category. Now, Apple is entering the market with a premium device designed around a shorter, wider “passport-style” form factor rather than the taller book-style design that has dominated foldables.

At the same time, the iPhone 18 Pro models introduce a new generation of Apple silicon, camera technology and display improvements. Together with iOS 27 and a stronger push around Apple Intelligence, the latest launches show Apple’s attempt to connect hardware, software and artificial intelligence more tightly than ever.

John Ternus Takes the Stage as Apple’s New CEO

The product launch carries unusual significance because it is the first major iPhone keynote under John Ternus as Apple’s CEO. Ternus is not new to Apple’s stage. He has introduced important products during his years at the company and has played a central role in Apple’s hardware strategy.

However, becoming the person responsible for steering Apple is a much bigger challenge. He succeeds Tim Cook, whose tenure saw Apple’s market value rise dramatically and its product ecosystem expand across the iPhone, Apple Watch, AirPods, Mac, iPad and services.

Cook became CEO in August 2011, when Apple’s market capitalisation was approximately $347 billion. By the end of his tenure, Apple’s market value had reached around $4.65 trillion, while the company’s stock had gained roughly 2,300% during his 15 years as chief executive.

That creates a difficult benchmark for Ternus. He does not simply inherit a successful technology company; he inherits one of the world’s most valuable consumer brands at a time when smartphone growth is more mature and artificial intelligence is reshaping the technology industry.

The Foldable iPhone Duo Is Apple’s Biggest Hardware Bet

The iPhone Duo, described as Apple’s foldable iPhone, is the perceived star of the new lineup. Its starting price of $1,999 puts it firmly into Apple’s ultra-premium segment, while the reported Indian starting price is ₹2,99,900.

Apple’s late arrival in the foldable market could actually become an advantage. Competitors have spent years dealing with challenges involving hinges, flexible displays, durability, software optimisation and screen creases.

Apple can enter after much of that technology has matured. The company is reported to use a magnetic hinge system and a foldable display designed to reduce the visibility of the crease.

A Different Shape From Most Foldables

One of the most interesting aspects of the iPhone Duo is its form factor. Instead of copying the taller book-style foldables that open into a relatively narrow tablet-like screen, Apple has chosen a shorter and wider passport-style design.

That decision could have important ergonomic consequences. A wider internal display can make multitasking more natural, particularly when two applications are used side by side. The experience could also resemble some of the productivity benefits people associate with an iPad.

The device is also expected to support the Apple Pencil, strengthening its positioning as something more than simply a larger iPhone.

iPhone Duo Specifications: What Stands Out

The foldable iPhone combines a compact outer display with a substantially larger flexible internal screen. According to the launch details, the cover display measures 5.4 inches, while the unfolded Flexible OLED Super Retina XDR display measures 7.6 inches.

• Cover display: 5.4-inch OLED Super Retina XDR with a 120Hz refresh rate.
• Main display: 7.6-inch Flexible OLED Super Retina XDR with a 120Hz refresh rate.
• Biometrics: Touch ID fingerprint recognition.
• Rear cameras: Dual 48-megapixel wide and ultra-wide cameras.
• Front camera: 12-megapixel FaceTime camera.
• Storage: 256GB, 512GB, 1TB and 2TB options.
• Connectivity: eSIM-only design globally.
• Stylus: Apple Pencil support.

Notably, the first-generation foldable does not include a telephoto camera. That suggests Apple has prioritised the overall foldable architecture and internal space management rather than attempting to include every camera feature found on its Pro models.

The device is also expected to feature 12GB of memory, particularly to support demanding on-device artificial intelligence workloads.

Why Apple’s Foldable Could Revive the Category

The global foldable-phone market has attracted considerable attention but has not yet become a mainstream replacement for conventional smartphones. High prices, durability concerns and limited consumer need have remained barriers.

Apple’s entry could change the conversation because the iPhone has an unusually strong ecosystem. A foldable iPhone does not have to sell consumers on an entirely new platform. It can use the existing iOS ecosystem, Apple services, accessories and developer community.

The real test will be whether Apple’s software makes meaningful use of the larger internal display. A foldable device becomes much more compelling when applications are redesigned around its changing screen size rather than simply stretched from a normal smartphone interface.

iPhone 18 Pro and Pro Max Bring a Major Camera Upgrade

Alongside the foldable iPhone, Apple has introduced the iPhone 18 Pro and iPhone 18 Pro Max. The overall design language remains familiar, but the internal hardware receives substantial upgrades.

In India, the iPhone 18 Pro starts at ₹1,64,900, while the iPhone 18 Pro Max starts at ₹1,79,900.

One of the most important camera changes is the introduction of a mechanical variable aperture for the main camera. This is a physical adjustable iris inside a camera lens that changes the size of the opening through which light reaches the sensor.

Variable aperture can provide greater control over exposure and depth of field. In practical photography, that can help the camera respond more effectively to different lighting conditions and potentially improve the way subjects are separated from backgrounds.

It may also influence dynamic range and colour reproduction, making the camera system more flexible than a conventional fixed-aperture smartphone camera.

A20 Pro and 2nm Architecture Power the New Generation

At the heart of the new Pro iPhones and the foldable model is Apple’s A20 Pro chip, based on a 2-nanometer architecture. The move to a newer process technology is important because modern smartphone processors must deliver both higher performance and better energy efficiency.

Apple is also putting a stronger emphasis on artificial intelligence. The A20 Pro is designed to provide more powerful on-device AI computing while improving power efficiency.

Thermal management has also been reworked. This matters because AI workloads can generate substantial heat, particularly when processing takes place locally on a smartphone rather than being sent entirely to cloud servers.

The new silicon is paired with Apple’s in-house C2 modem, further extending the company’s strategy of developing more of the critical technologies inside its own ecosystem.

Battery and Display Improvements on iPhone 18 Pro

Although the screen sizes and overall aesthetics remain broadly familiar, Apple has made several internal changes to the iPhone 18 Pro models.

The new phones feature larger battery capacities and updated display technology designed to reduce power consumption. That combination is particularly important because Apple’s increasing AI capabilities could otherwise place additional pressure on battery life.

The Dynamic Island has also been reduced in size. The updated system reportedly supports three live activities instead of two, giving users more information without requiring them to leave the current application.

New colour options are also part of the refresh, including a Burgundy finish that gives the Pro range a distinct visual identity.

iOS 27 Makes Apple Intelligence a Central Feature

The hardware launch is closely connected to iOS 27, which introduces the next phase of Apple’s software strategy.

Apple is positioning Apple Intelligence as a private and personal intelligence layer that works across its ecosystem rather than as a standalone chatbot experience. The company is also expanding the role of AI across the iPhone, Apple Watch and AirPods.

The new Apple Intelligence architecture includes Apple’s Foundation Models, combining on-device and server-based models. One highlighted on-device model, AFM 3 Core Advanced, is described as having 20 billion parameters and a sparse architecture capable of activating a smaller portion of those parameters depending on the request.

The technical objective is straightforward: perform more useful AI tasks locally while managing the limitations of smartphone hardware, particularly power consumption and thermal performance.

Privacy Remains a Key Apple Message

Apple’s approach to AI continues to emphasise privacy. Processing more requests directly on the device can reduce the amount of information that needs to be transmitted to remote servers.

That strategy could become an important differentiator as consumers become more aware of how AI systems process personal information.

iPhone Handoff Introduces a New Companion-Phone Concept

Another notable iOS 27 feature is a new iPhone Handoff capability. It will allow users in supported markets to configure a second iPhone as a companion device while using the same mobile number as the primary phone.

The feature is expected to depend on participating mobile-service providers and is not currently announced for India.

If expanded more broadly, the feature could make owning multiple Apple devices more seamless and further strengthen Apple’s ecosystem strategy.

Apple Watch Series 12 and Watch Ultra 4 Get Smarter

Apple has also refreshed its smartwatch portfolio with the Apple Watch Series 12 and Watch Ultra 4.

The upgrades are not limited to hardware. New colours, including Light Gold, and the return of a ceramic build are accompanied by software improvements.

A new Readiness app builds on Apple’s existing Vitals software and is designed to help users understand information related to their health and daily readiness.

The updated Apple Watch experience also includes stronger workout capabilities and a new optical-sensing system. Apple is simultaneously redesigning the Health app as it attempts to compete in an increasingly crowded fitness and health-tracking market.

The direction is significant because smartwatches are becoming less about notifications and more about continuous personal data and fitness insights.

AirPods 5 Focus on Everyday Audio Improvements

Apple’s AirPods lineup is also receiving an update with the AirPods 5. The new model focuses on practical improvements rather than a radical redesign.

Apple has introduced new audio hardware, updated audio-processing algorithms and improved noise cancellation. Consumers can continue to choose between cases with and without wireless charging.

The approach fits Apple’s broader strategy of making incremental hardware improvements while relying heavily on software and ecosystem integration to differentiate its products.

Why Apple Is Separating the iPhone Lineup

One of the most important strategic changes is Apple’s decision to separate the arrival of its standard iPhone models from the premium Pro lineup.

The standard iPhone 18 models are expected to arrive in early 2027 alongside an anticipated iPhone 18e. Meanwhile, the Pro models and foldable iPhone are taking centre stage in the current launch cycle.

This segmentation allows Apple to push premium technology without forcing every customer into the highest price category.

It also creates a clearer hierarchy: consumers looking for the latest technology can move toward the Pro or foldable products, while buyers focused on value can wait for the standard models.

Apple’s Next Product Cycle Could Be Its Biggest Yet

The September launch is expected to be only the beginning of a wider product cycle. Apple is preparing additional announcements across its Mac, iPad and Home portfolios over the following year.

That means Ternus’s early leadership period could be defined by a rapid expansion of product updates rather than a single annual iPhone refresh.

The timing is strategically important. Apple is dealing with a smartphone market that is increasingly mature while simultaneously facing major competition in artificial intelligence, computing and connected devices.

What the iPhone Duo Means for Apple’s Future

The foldable iPhone may ultimately prove more important than its sales numbers suggest. Apple’s decision to enter the category validates foldable technology at the highest level of the smartphone market.

Its passport-style design also gives Apple an opportunity to establish a new form factor rather than simply copying existing competitors.

The combination of a large internal display, Apple Pencil support, multitasking and Apple’s software ecosystem could make the device particularly attractive to users who want a phone that can perform some tablet-like tasks.

However, the $1,999 starting price makes it a luxury product. Its success will depend on whether consumers believe the foldable experience offers enough additional value to justify a substantial premium over conventional iPhones.

Apple’s New Era: Hardware, AI and Ecosystem Integration

The latest Apple launch is ultimately about more than new devices. It signals a broader strategy built around three pillars: premium hardware, custom silicon and integrated artificial intelligence.

The A20 Pro provides the computing foundation, iOS 27 delivers the software layer, and Apple Intelligence is intended to connect the experience across multiple devices. The foldable iPhone adds an entirely new hardware category to the equation.

For John Ternus, the challenge will be turning these technologies into products that feel simple and useful rather than merely technically impressive. Apple’s strongest products historically have succeeded when complicated technology becomes almost invisible to the user.

Final Takeaway

The iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone Duo represent one of Apple’s most important product launches in years because they combine a new CEO, a new smartphone category, upgraded silicon and a deeper artificial intelligence strategy.

The iPhone Duo gives Apple a late but potentially powerful entry into foldable phones, while the iPhone 18 Pro models focus on performance, cameras, displays and efficiency. iOS 27 adds the software foundation for Apple’s expanding AI ambitions, while the Apple Watch Series 12, Watch Ultra 4 and AirPods 5 extend the same ecosystem into wearables and audio.

The biggest question is no longer whether Apple can build another successful iPhone. The more important question is whether Ternus can use this new generation of hardware and AI to create Apple’s next major phase of growth.