Apple has unveiled its latest generation of products, including the iPhone 18 Pro, iPhone 18 Pro Max and its first-ever foldable iPhone, the iPhone Duo. The company also introduced the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5 at its September 9 event.
The launch marks a major change in Apple's iPhone lineup, particularly with the arrival of its first foldable smartphone. Apple has also placed greater emphasis on artificial intelligence, camera technology and performance with the new Pro models.
1. Apple Launches First Foldable iPhone Duo
The biggest announcement was Apple's entry into the foldable smartphone market with the iPhone Duo.
The device has a book-style design with a 7.6-inch inner display and a 5.4-inch outer display. It features a Grade 5 titanium design, a precision hinge and Apple's A20 Pro chip.
The iPhone Duo starts at ₹2,99,900 in India for the 256GB model. Pre-orders in India begin on October 16, while sales start on October 23.
Apple's entry puts it directly into competition with established foldable-phone makers such as Samsung and Huawei. The company is positioning the Duo as both a productivity and entertainment device, with support for multitasking across its larger display.
2. iPhone 18 Pro and Pro Max Get New Colours
Apple launched the iPhone 18 Pro and iPhone 18 Pro Max in four finishes: black, silver, glacier and burgundy.
The iPhone 18 Pro with 256GB storage starts at ₹1,64,900, while the iPhone 18 Pro Max starts at ₹1,79,900 for 256GB.
In India, pre-orders open on September 12, with the phones going on sale from September 18.
Note: The correct official colour name is burgundy, rather than “Dark Cherry.”
3. Variable Aperture Comes to the iPhone Camera
One of the biggest camera upgrades on the iPhone 18 Pro is variable aperture technology.
The new 48MP Fusion Main camera can adjust its aperture, giving users greater control over light entering the lens and allowing more flexibility when shooting photos and videos.
Apple says the new system also provides additional creative control through new Pro camera controls.
4. No Standard iPhone 18 at This Event
Apple did not announce a standard iPhone 18 model alongside the Pro lineup at this event.
The company instead focused its launch on the premium iPhone 18 Pro and Pro Max, along with the new foldable iPhone Duo. Current reports indicate that the standard iPhone 18 and other non-Pro models could arrive later.
5. New A20 Pro Chip Powers the Pro Models
The iPhone 18 Pro lineup is powered by Apple's new A20 Pro chip, built using a 2-nanometre process.
Apple says the new chip, combined with an advanced thermal-management system, delivers its highest sustained performance yet in an iPhone. The chip is also designed to support demanding Apple Intelligence features directly on the device.
6. Siri AI Gets Smarter
Artificial intelligence was another major focus of the event.
The updated Siri AI works with Apple Intelligence and is designed to better understand personal context. Apple demonstrated how Siri can work across information contained in apps and help users find or act on information more naturally.
Apple is also bringing AI-powered features to other parts of the software experience, including Safari's Notify Me feature, which can alert users when information on a website changes.
7. More Memory and Better AI Performance
The new Pro models are designed to handle increasingly demanding AI workloads, with Apple placing greater emphasis on on-device intelligence.
The A20 Pro architecture and expanded memory capabilities are aimed at improving multitasking and supporting advanced Apple Intelligence features.
Apple is increasingly positioning the iPhone as a personal AI hub, with privacy and on-device processing remaining central to its strategy.
8. Apple's C2 Modem Reduces Qualcomm Dependence
Apple has continued its push toward developing more of its own core technologies with the introduction of the C2 cellular modem system.
The C2 modem is designed to improve cellular connectivity and reliability, while helping Apple reduce its dependence on Qualcomm's modem technology. The iPhone Duo also uses C2 alongside Apple's N1 wireless networking chip.
9. Smaller Dynamic Island
The iPhone 18 Pro and Pro Max feature a smaller Dynamic Island, giving the front display a cleaner appearance.
Apple has redesigned the placement of certain components while retaining the functionality of the Dynamic Island. The company says the new design provides a more useful and unobtrusive display experience.
10. Apple Watch Series 12, Ultra 4 and AirPods 5
Apple's event wasn't limited to iPhones.
The company introduced the Apple Watch Series 12 and Apple Watch Ultra 4, featuring a new Health Sensing System, more frequent heart-rate and HRV measurements and a new readiness score.
Apple also launched AirPods 5, bringing active noise cancellation to its open-ear design along with improved audio and hands-free Siri access.
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