Apple’s highly anticipated September 9 fall presentation showcased an impressive array of products, with the spotlight firmly on the iPhone Duo—the tech giant’s inaugural foldable smartphone, carrying a $1,999 price point.
John Ternus, the company’s newly appointed CEO, made his debut appearance at a major launch event following his official succession of Tim Cook just days earlier. Previously serving as Apple’s Senior Vice President of Hardware Engineering, Ternus highlighted the iPhone Duo as the “slimmest” iPhone design to date, remarkably incorporating both a spacious 7.6-inch internal screen and a compact 5.4-inch external display.
The Duo enables seamless functionality as users fold or rotate the device, offering effortless app switching capabilities. Integration with Apple Pencil is scheduled for release later in the year. Pre-order availability begins October 16, with general retail launch set for October 23.
AAPL shares declined 0.28% during trading.
The base iPhone 18 Pro carries a $1,199 price tag, while the Pro Max model begins at $1,299. This represents a $100 escalation compared to the iPhone 17 Pro variants, which launched at $1,099 and $1,199 respectively.
Apple has implemented numerous price adjustments across its MacBook lineup throughout the current year. Former CEO Tim Cook previously indicated to the Wall Street Journal that additional price increases were “inevitable” given the escalating costs of memory chips. The AI-fueled demand for memory and storage has consistently impacted pricing across Apple’s entire product ecosystem.
The latest Pro models run on the advanced A20 Pro chip, delivering enhanced CPU and GPU performance alongside an upgraded neural engine for improved AI processing.
Power efficiency receives significant improvements as well. The iPhone 18 Pro provides 24 hours of battery operation, with the Pro Max extending to an impressive 30 hours.
Photography capabilities advance through a new variable mechanical aperture system that captures approximately 50% additional light in low-illumination conditions.
The Dynamic Island interface on Pro variants now accommodates up to three simultaneous live activities for enhanced multitasking.
Apple Intelligence functionality is deeply integrated throughout the new iPhone generation. The enhanced Siri AI can extract information from messages and emails, utilize the camera for real-world object recognition, compose emails through voice commands, and alternate between various expressive vocal tones.
Apple Intelligence extends to Safari browser functionality, enabling webpage monitoring with automatic change notifications.
Siri AI becomes available in English during the current month, with additional language support for French, Japanese, Korean, Portuguese, and Spanish arriving in October. The complete rollout will encompass 16 different languages.
A novel “Apple Reference Images” tool has been developed to authenticate whether photographs originated from actual cameras or AI generation systems.
Apple additionally showcased “Siri Recap” functionality for the latest Apple Watch, which provides conversation summaries, alongside “Live Rewind,” allowing users to replay the most recent 15 seconds of any dialogue. The company emphasized that no audio files are generated or retained.
The iPhone division contributed $209.5 billion to Apple’s overall $416.1 billion revenue total in 2025.
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