Apple has entered the foldable smartphone market with the launch of the iPhone Duo, the company's first folding iPhone, while also unveiling the new iPhone 18 Pro and iPhone 18 Pro Max, AirPods 5, Apple Watch Series 12 and Apple Watch Ultra 4.

The September 2026 Apple event marked one of the company's most significant iPhone redesigns in years, with the iPhone Duo introducing an entirely new form factor to the Apple ecosystem.

Starting at $1,999 in the United States for the 256GB version, the iPhone Duo is Apple's most expensive iPhone to date and represents the company's formal entry into a foldable market that has been led for years by Samsung and several Chinese manufacturers.

The new device will be available for preorder beginning October 16, with availability starting October 23.

iPhone Duo: Apple's first foldable iPhone

The iPhone Duo features a book-style folding design with two displays.

When closed, users have access to a compact 5.4-inch outer display. When opened, the device expands into a 7.6-inch Super Retina XDR display, creating the largest display ever offered on an iPhone.

Both displays feature ProMotion technology, Always-On capability and up to 3,000 nits of peak outdoor brightness.

Apple designed the two displays with the same aspect ratio, allowing apps and content to scale naturally as users move between the outer and inner screens.

The new form factor is designed around productivity, entertainment and multitasking. Users can work with multiple apps simultaneously, create app combinations for split-screen use and position the device in different angles for video viewing, communication and work.

Apple also plans to bring support for the USB-C Apple Pencil to the Duo later this year.

A titanium design and a new approach to the foldable display

One of the biggest concerns surrounding foldable smartphones has traditionally been the visible crease created by repeated folding.

Apple says the iPhone Duo uses a new precision hinge, advanced materials and a nano-texture display treatment designed to minimize reflections and reduce the visibility of the crease.

The device features a titanium frame and hinge cover, along with Ceramic Shield protection.

The iPhone Duo is available in Star White and Night Sky.

A20 Pro brings Apple's latest performance platform to the Duo

The iPhone Duo is powered by the A20 Pro, the same processor used in the iPhone 18 Pro models.

Apple says the chip delivers major improvements in sustained performance and on-device artificial intelligence.

The A20 Pro features a six-core CPU, seven-core GPU with Neural Accelerators and a Dual 16-core Neural Engine.

The foldable iPhone also includes an advanced thermal management system designed to support demanding workloads, gaming, multitasking and AI applications.

Storage configurations range from 256GB to 2TB.

Cameras and battery life

The iPhone Duo features a dual 48MP Fusion camera system.

Apple is also using the foldable form factor to introduce new photography and video features, including tools that take advantage of the device's two displays.

Battery life is another key focus.

According to Apple, the iPhone Duo can deliver up to 31 hours of video playback using the inner display and up to 44 hours when using the outer display.

The device uses a dual-battery design integrated into the two sides of the folding structure.

iPhone 18 Pro and iPhone 18 Pro Max: a major camera upgrade

Alongside the Duo, Apple introduced the new iPhone 18 Pro and iPhone 18 Pro Max.

The two smartphones continue Apple's premium Pro strategy, with the biggest changes centered on camera performance, battery life and sustained processing power.

The new lineup introduces a 48MP Fusion Main camera with variable aperture, giving photographers and video creators more control over light, depth of field and image characteristics.

The system also includes a 48MP Fusion Ultra Wide camera and a 48MP Fusion Telephoto camera.

Apple has also introduced new Pro Controls designed to give users greater creative control directly within the Camera app.

The iPhone 18 Pro features a 6.3-inch display, while the iPhone 18 Pro Max has a 6.9-inch display.

Both devices are powered by the A20 Pro and feature a next-generation vapor chamber designed to improve thermal management and sustained performance.

U.S. pricing and availability

In the United States, the new iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299.

Preorders begin on September 12, with availability beginning September 18.

The pricing represents a stronger emphasis on Apple's premium smartphone strategy, particularly as the company did not introduce a standard iPhone 18 during the September event.

That decision leaves the Pro models and the new foldable Duo as the center of Apple's latest smartphone cycle.

AirPods 5 add new audio and AI features

Apple also introduced AirPods 5, with improvements focused on audio quality, active noise cancellation and AI-powered features.

The new generation includes enhanced adaptive audio capabilities and real-time translation features.

The AirPods 5 start at approximately $129 in the United States, depending on the version and charging configuration.

Apple Watch Series 12 and Apple Watch Ultra 4

Apple's wearable lineup also received major updates.

The new Apple Watch Series 12 focuses on improved health monitoring, more advanced biometric sensors and new Apple Intelligence capabilities.

The Apple Watch Ultra 4 continues to target athletes and outdoor users, combining Apple's new S11 processor with enhanced health and activity monitoring.

Apple also highlighted new capabilities related to environmental sound recognition and audio processing.

The Apple Watch Series 12 starts at $399, while the Apple Watch Ultra 4 starts at $799 in the United States.

Apple enters a new chapter

The introduction of the iPhone Duo is strategically significant because Apple is entering a market that competitors have been developing for years.

Foldable smartphones remain a relatively small part of the global smartphone market, but Apple's arrival could significantly increase consumer awareness and accelerate adoption.

The company is betting that its combination of hardware, software integration, ecosystem services and privacy will differentiate the Duo from existing foldable devices.

For Apple, the foldable iPhone is more than another annual smartphone upgrade.

It represents the first major expansion of the iPhone's physical design since the company began moving toward larger displays and multiple form factors.

The September 2026 event also made Apple's broader strategy increasingly clear: premium hardware, more powerful on-device artificial intelligence and deeper integration across iPhone, Apple Watch and AirPods.

With the iPhone Duo priced at $1,999 and the iPhone 18 Pro lineup starting at $1,199, Apple is positioning its newest generation firmly at the high end of the global technology market.

The next question is whether the company's first foldable iPhone can do for folding smartphones what the Apple Watch and AirPods did for their respective categories: take an existing technology and bring it to a much broader global audience.