Apple held its annual fall hardware event on Wednesday, introducing a sweeping range of new products under the leadership of newly appointed CEO John Ternus. The lineup spanned foldable phones, upgraded smartwatches, refreshed earbuds, and a redesigned health application. The event, branded "Surprise and Shine," marked a significant moment for the company, with the long-rumored foldable iPhone finally making its official debut alongside several other notable announcements.
From the first-ever foldable iPhone to always-listening Apple Watch features and AI-driven health tools, the event signaled Apple's broader push into emerging consumer technology categories that rivals have been exploring for several years. Here is a full breakdown of everything announced.
iPhone Duo - Apple's First Foldable Phone
The centerpiece of the event was the iPhone Duo, Apple's inaugural foldable smartphone. When fully opened, the device features a 7.6-inch Retina display. When folded, users interact with an outer screen measuring 5.4 inches. Apple described the design philosophy behind the Duo as being "inspired by the versatility of iPad," pointing to how the larger inner display enables a tablet-like experience in a pocketable form factor.
One of the more technically ambitious elements of the inner display is its underdisplay camera system, which places the front-facing camera beneath the screen itself. This approach eliminates the notch or cutout typically seen on smartphones, giving the inner display a fully uninterrupted look. Apple says the iPhone Duo can handle up to 31 hours of video playback when using the inner display, and up to 44 hours when using the outer display - a notable figure for a foldable device, a category often criticized for shorter battery life.
On the camera front, the Duo includes a 48-megapixel main fusion camera alongside a 48-megapixel ultrawide camera with 2x optical zoom. Like competing foldable devices on the market, the iPhone Duo allows users to take selfies using the rear camera system, with a live preview visible on the outer display - a feature that typically yields higher-quality self-portraits than a standard front-facing camera.
The hinge mechanism, which is central to any foldable device's durability and user experience, is constructed from Grade 5 aluminum and incorporates more than 100 specially engineered components. Apple says the design is intended to ensure smooth, consistent opening and closing over the long term.
The iPhone Duo starts at $1,999 for the base model with 256GB of storage and is available in two color options. Preorders open on October 16, with units arriving in stores on October 23.
iPhone 18 Pro and iPhone 18 Pro Max
Apple also refreshed its flagship Pro lineup with the iPhone 18 Pro and iPhone 18 Pro Max. While the external design remains largely consistent with the previous generation, the standout upgrade for both models centers on the camera system.
The new Pro camera features a 48-megapixel sensor paired with a variable aperture mechanism controlled by six thin blades. This variable aperture system allows the camera to dynamically adjust how much light enters the lens, which Apple says will improve low-light photography and increase overall shooting speed. The addition of variable aperture to a smartphone camera represents a meaningful step toward the kind of manual control typically associated with dedicated digital cameras.
Alongside the hardware changes, Apple has introduced new Pro camera controls within the software, giving users manual access to settings such as white balance, shutter speed, and aperture, as well as a histogram for exposure monitoring. A new set of "Photographic Styles" also expands creative options, with texture and grain controls that allow for more personalized image aesthetics straight from the camera.
Video capabilities have also been upgraded. The iPhone 18 Pro can record 4K footage in Dolby HDR Vision and supports the application of cinematic effects after the video has already been captured - giving editors more flexibility in post-production without needing to plan every visual effect during filming.
Pricing for the iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max begins at $1,299. Both models carry a $100 premium over their respective predecessors from the previous year. Preorders open this Saturday, with both devices available in stores starting September 18.
Apple Watch Series 12 and Apple Watch Ultra 4
The Apple Watch Series 12 and Apple Watch Ultra 4 do not introduce sweeping hardware changes, but both models are receiving a significant set of software-driven capabilities that position them more directly against the growing category of AI-powered wearables.
A new "Sound Recognition" feature enables the watch to listen for specific audio cues in the environment, including emergency sirens, alarms, doorbells, and the sound of a baby crying. When one of these sounds is detected, the watch delivers an alert to the wearer. Apple says this feature is particularly useful for individuals who are hard of hearing, providing an additional layer of situational awareness.
More broadly, Apple is introducing what it calls "Audio Intelligence" features to both watch models. These capabilities are designed to help users retain information from their day-to-day conversations and interactions. A "Live Rewind" function displays a scrollable text snippet of the previous 15 seconds of audio from a conversation, allowing wearers to quickly catch up on something they may have missed. A companion feature called "Siri Recap" goes a step further, summarizing key takeaways from longer conversations - such as the main points from a work meeting or a discussion at a parent-teacher conference.
These features reflect a broader industry trend toward wearables that function not just as fitness trackers or notification hubs, but as intelligent assistants capable of capturing and processing ambient information in real time.
The Apple Watch Series 12 is priced starting at $399, while the Apple Watch Ultra 4 is available for $499. Preorders for both models opened on the day of the event, with in-store availability beginning September 18.
AirPods 5
Apple's fifth-generation wireless earbuds, the AirPods 5, bring a series of improvements across audio quality, noise cancellation, and integration with Apple's AI platform, Apple Intelligence.
Apple claims the AirPods 5 reduce background noise by 50% more effectively than the previous generation - a significant jump for active noise cancellation performance. The new earbuds also include volume controls built into the stem, a feature that had previously been exclusive to the higher-priced AirPods Pro. Bringing this control to the standard AirPods line narrows the gap between the two tiers in terms of hands-on usability.
Transparency mode, which allows users to hear their surroundings without removing the earbuds, has also been refined. Apple says the updated version delivers a more natural sound when picking up nearby voices and ambient audio, making it more practical for situations like conversations in public or listening for traffic.
In terms of battery life, the AirPods 5 provide up to five hours of listening time with active noise cancellation enabled on a single charge. Combined with the charging case, total listening time extends to 22 hours.
The standard AirPods 5 are priced at $129, with a version bundled with a Wireless Charging Case available for $149. Preorders began on the day of the event, and the earbuds are set to ship starting September 18.
Redesigned Health App
Rounding out the announcements was a significant overhaul of Apple's Health application, which the company says has been rebuilt to take fuller advantage of Apple Intelligence - its on-device AI framework - to help users better interpret and act on their personal health data.
The updated app introduces a new Insights tab that surfaces the most relevant health information based on a user's data, accompanied by personalized guidance and assessments. Two new metrics are also being introduced: a "Readiness" score, which evaluates how prepared the body is for physical activity or stress on a given day, and a "Health Age" calculation, which provides a broader sense of biological health relative to chronological age.
A new Longevity tab draws on data collected from both Apple Watch and iPhone to evaluate overall health across multiple dimensions, including sleep quality, physical movement, and heart health. The tab is designed to give users a longer-term view of how their daily habits contribute to their overall wellbeing over time.
Apple confirmed that the redesigned Health app will begin rolling out later this year, with the initial launch limited to U.S. English before expanding to additional regions and languages.
