Apple's September 2026 event introduced five major hardware products and confirmed the public release date for iOS 27. The headline was the iPhone Duo, Apple's first foldable phone, alongside the iPhone 18 Pro and Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
The September 9 presentation was John Ternus's first major product event as Apple CEO after Tim Cook's transition. Apple emphasised folding hardware, on-device AI, health sensing and battery improvements rather than updating every product family.
There was no standard iPhone 18, new iPad, Mac or Vision Pro announcement.
Apple Event 2026 announcements at a glance
| Product | Starting US price | Preorder | Availability | |---|---:|---|---| | iPhone 18 Pro | $1,199 | September 12 | September 18 | | iPhone 18 Pro Max | $1,299 | September 12 | September 18 | | iPhone Duo | $1,999 | October 16 | October 23 | | Apple Watch Series 12 | $399 | Open | September 18 | | Apple Watch Ultra 4 | $799 | Open | September 18 | | AirPods 5 | $129 | Open | September 18 | | AirPods 5 with wireless case | $149 | Open | September 18 | | iOS 27 | Free update | Not applicable | September 14 |
US prices generally exclude state sales tax. International buyers should use local Apple prices rather than direct currency conversions.
iPhone Duo: Apple's first foldable
The iPhone Duo operates as a 5.4-inch phone when closed and opens into a 7.6-inch display for video, games and side-by-side apps. It uses a titanium frame, custom hinge, A20 Pro processor and C2 modem.
It supports Apple Pencil and iPad-like multitasking, while iOS 27 rearranges controls and apps as the display opens or changes position. Apple replaced Face ID with Touch ID in the side button and fitted two 48MP rear cameras.
The 256GB model starts at $1,999, with configurations extending to 2TB and $3,199 in the US. Preorders open October 16 and sales begin October 23. Our iPhone Duo price and feature guide compares six major markets.
iPhone 18 Pro and Pro Max
Apple's conventional flagships retain 6.3-inch and 6.9-inch displays but introduce the A20 Pro chip, a larger vapor chamber and a 48MP main camera with mechanical variable aperture.
The aperture can physically adjust for different lighting and depth-of-field requirements. Apple also added manual Pro Controls, 4K time-lapse recording in Dolby Vision HDR and Apple Reference Image, which records image provenance at capture.
The iPhone 18 Pro is rated for up to 36 hours of video playback, while the Pro Max reaches 45 hours. Storage begins at 256GB and extends to 2TB. Colours are black, silver, glacier and burgundy.
Both are $100 more expensive than their predecessors in the US. See the iPhone 18 Pro country price comparison for local prices and tax context.
Apple Watch Series 12
Apple Watch Series 12 adds the S11 chip and a redesigned Health Sensing System. Apple says its sensor array can collect heart-rate information as frequently as every five seconds, providing more regular daytime and recovery data.
The Health app gains Health Age and Readiness metrics. Readiness combines sleep and physiological signals to help a user judge whether to train or recover.
Series 12 retains up to 24 hours of quoted battery life but charges faster, with 15 minutes providing up to 12 hours under Apple's conditions. Ceramic cases return in pearl white and night blue alongside aluminium and titanium options. The starting US price is $399.
Apple Watch Ultra 4
Ultra 4 uses the same S11 and health-sensing platform in a rugged 49mm titanium design. Its main advantages are greater endurance, a larger display and specialised outdoor use.
WatchOS 27 adds Siri Recap, new gestures, Workout Buddy improvements and a dynamic app grid. Some audio-intelligence tools can process recent surrounding audio to provide transcripts, translations or important-sound alerts. Apple says these capabilities are opt-in and use protected processing.
Our Apple Watch Series 12 and Ultra 4 guide explains the price and feature differences.
AirPods 5
AirPods 5 bring active noise cancellation to both versions of Apple's open-ear earbuds. Apple says the new system delivers up to 1.5 times the ANC of the previous generation, alongside a redesigned acoustic architecture.
The $149 configuration adds a Qi- and Apple Watch-compatible wireless case, on-stem swipe volume control and longer listening time. The standard model starts at $129. Both go on sale September 18.
Read the AirPods 5 price and feature breakdown before comparing local offers.
Siri AI and iOS 27
iOS 27 launches as a free update on September 14. Its headline addition is Siri AI in beta for English-language devices, with French, Japanese, Korean, Portuguese and Spanish support planned for October.
The update also introduces a Liquid Glass opacity slider, larger widgets, revised icons, more lock-screen customisation and separate volume levels for ringtones, alarms, timers, alerts and system sounds.
iOS 27 supports iPhone 11 and newer plus the second-generation iPhone SE and later, but not every supported phone receives Apple Intelligence. Our iOS 27 compatibility guide separates software support from Siri AI requirements.
What Apple did not announce
The standard iPhone 18 was absent, leaving the $1,199 Pro as the lowest-priced new phone introduced. Apple also did not announce new iPads, Macs or Vision Pro hardware.
Reports point to a possible spring 2027 launch for the base iPhone 18, but Apple did not confirm that schedule. The omission matters because Apple simultaneously raised several existing US iPhone prices.
The main launch-day takeaway
Apple's 2026 lineup is a premium-first strategy. The Duo expands the top of the range, the Pro models become more expensive, and lower-cost interest is directed toward older devices whose prices have also risen in some markets.
The most important product is the Duo, but the wider story is Apple's attempt to connect hardware upgrades with private, on-device AI across the iPhone, Apple Watch and AirPods ecosystem.
Sources: Apple's official event page, Reuters launch report and WIRED's complete roundup.
Follow MatchUpWorld's technology coverage for worldwide Apple prices and release updates.
