Apple unveiled iPhone Duo, its first foldable iPhone, at John Ternus's first major event as CEO.
Why it matters: Apple's launch cadence moves markets and shapes the consumer electronics supply chain. A foldable iPhone expands Apple into a category it has long avoided and raises the stakes for rivals, suppliers and investors.
- Apple held its September 9, 2026 event in Cupertino, California, under CEO John Ternus, who took over on September 1.
- The company announced iPhone Duo, with a 7.6-inch inner display and a 5.4-inch outer display.
- Apple priced iPhone Duo at $1,999 in the U.S., with pre-orders starting September 12 and availability beginning September 18.
- Apple also launched iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
Apple used its September 9 product event to show off more than a routine iPhone refresh. The company introduced iPhone Duo, its first foldable iPhone, and positioned it as a premium device with a $1,999 U.S. starting price.
The new phone opens to a 7.6-inch inner display and uses a 5.4-inch outer display. Apple said pre-orders begin Friday, September 12, 2026, with availability starting Friday, September 18, 2026.
The launch came during John Ternus's first major event as CEO. Apple said Ternus took over from Tim Cook on September 1, 2026. Reuters reported the event was being watched as a test of whether Apple could still deliver breakthrough hardware and AI progress. Apple said on the stage that "iPhone Duo is the most transformational change to iPhone since the original."
Apple's lineup also included iPhone 18 Pro and iPhone 18 Pro Max, plus Apple Watch Series 12 and Apple Watch Ultra 4. Apple Watch Series 12 starts at $399 in the U.S., while Ultra 4 starts at $799. The company also introduced AirPods 5, adding open-ear active noise cancellation and Live Translation.
By the numbers
- $1,999 - U.S. starting price for iPhone Duo
- 7.6 inches - inner display size on iPhone Duo
- $399 - starting price for Apple Watch Series 12
Yes, but: Apple's foldable entry is expensive and arrives into a crowded category already shaped by Samsung, Google and Motorola.
What's next: iPhone Duo pre-orders start September 12, 2026, and retail availability begins September 18, 2026.