Apple’s most awaited September event “Surprise and Shine” took place at Apple Park in Cupertino, California, US, on Wednesday, Sept. 9, 2026 at 10 a.m. PT. The company launched several new products, including the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5, and its first-ever foldable iPhone at the event. The new CEO John Ternus hosted the event. It was his first major keynote after he took over from Tim Cook on September 1. The iPhone Duo was the biggest announcement of the event. Apple has now entered the foldable phone market, where Samsung, Google and Huawei are already strong players. Besides that, Apple also highlighted its focus on AI with a smarter Siri coming to iPhones and other Apple devices.
Here is everything Apple announced at its September event. Let’s dive in…
Apple Watch Series 12 and Apple Watch Ultra 4
Apple started its product announcements with its latest smartwatches, the Apple Watch Series 12 and Apple Watch Ultra 4. Both watches include a new health-sensing system designed to provide more detailed information about the user’s health and daily activity. Apple says the new system improves heart-rate tracking and can provide more frequent heart-rate variability readings.
One of the biggest additions is a new readiness feature. It looks at recent activity, sleep and other health information to give users a better idea of how prepared their body is for the day. The updated Health app has a new Longevity section that helps users track sleep, activity and heart health. The watches can also recognize sounds like sirens, alarms, doorbells and a baby crying and alert users when they hear them.
Another new feature is Siri Recaps. It can provide a summary of conversations and information captured during the day. Apple says the feature does not save audio recordings, and Apple cannot access the raw audio used to process them.
Prices & Availability
The Apple Watch Series 12 starts at $399, while the Apple Watch Ultra 4 starts at $799. Both models will be available from September 18.
Apple Introduces AirPods 5 with Better Noise Cancellation
Apple also introduced the AirPods 5 with active noise cancellation. The new earbuds use a redesigned acoustic system and improved Adaptive EQ to deliver better sound. Apple says the new noise cancellation blocks up to 50% more outside noise than the previous AirPods 4 with ANC.
The new AirPods 5 can also work with Siri AI when connected to a compatible iPhone. Users can ask Siri questions, get things done, and use hands-free features. The new Live Translation feature can also translate conversations into another language in real time. Users will now be able to hear conversations translated into another language when the feature is supported.
Price & Availability
The standard AirPods 5 cost $129 in the US and provide up to four hours of listening with noise cancellation on. The one with a wireless charging case are priced at $149. It has volume controls on the earbuds and offers up to five hours of listening with ANC on. Both models are available for pre-order.
Apple Announces iPhone 18 Pro and iPhone 18 Pro Max
Apple also launched iPhone 18 Pro and iPhone 18 Pro Max at the event. The new phones look similar to the previous generation. Apple says that these devices have got major upgrades, specifically to their cameras, performance and battery life. Both models are powered by the new A20 Pro chip, which is designed specifically to improve everyday performance as well as on-device AI features.
The biggest camera upgrade is the new 48MP main camera with a variable aperture. It lets users control how much light enters the camera and take better photos in different lighting conditions. Besides that, both iPhone 18 models also include new controls for photos and videos. The phones also have a smaller Dynamic Island and a new cooling system to keep them running smoothly during heavy use. Battery life has received a major boost as well. Apple says the iPhone 18 Pro Max delivers its biggest battery-life improvement yet for an iPhone. The Pro Max also gets a new 2TB storage option.
Prices & Availability
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Pre-orders begin September 12, with sales starting September 18.
Both models will be available in black, silver, glacier and a new burgundy finish.
Apple Brings Apple Intelligence and Siri AI to its Latest Devices
AI was another major highlight of the event. The Apple brand has expanded Apple Intelligence across its latest devices. Apple introduced a more capable version of Siri called Siri AI. Siri AI is designed to understand users better and work across different apps. Now users can ask Siri about their messages and emails, use the camera to learn about things around them and can even ask Siri to draft an email.
Apple says Siri AI will also be able to work with a large number of apps. This will make the assistant more useful for everyday tasks. The feature will initially roll out as a beta in English, with additional languages coming later. Also, Apple Intelligence will also be available across a greater number of languages with iOS 27.
Apple Finally Enters the Foldable Phone Market with iPhone Duo
The biggest highlight of the event was Apple’s first foldable iPhone, called the iPhone Duo. Ternus announced the foldable iPhone and said, “We started with the experience that we wanted for ourselves — a larger display that feels as natural and intuitive as iPad. Then we brought together thoughtful design with breakthrough engineering in a way only Apple can, and the result is a series of remarkable innovations that we believe will redefine the experience of using a foldable phone.”
The new Apple foldable phone features a passport-like design with folds in the middle. It has a 5.4-inch outer display. When closed, it works like a regular smartphone. When opened, it offers a larger 7.6-inch screen. The larger screen makes it easier to watch videos, play games, work and multitask. Moreover, users can open two apps side by side and use the phone in different ways. Apple claims that the Duo is its thinnest iPhone when opened.
The foldable is powered by Apple’s A20 Pro chip and includes a 48MP camera. It also has a nanotexture display designed to reduce reflections and glare. Apple has updated iOS to make better use of the foldable screen.
Price & Availability
The iPhone Duo starts at $1,999, which makes it one of Apple’s most expensive smartphones till date. It will be available from October 23.
Major Milestone for Apple
Apple concluded its “Surprise and Shine” event on September 9 with several major announcements. The company has now entered the foldable phone market with its first foldable iPhone, while also introducing new iPhone, Apple Watch and AirPods models. With its first-ever foldable device, Apple has now entered a market where brands like Samsung, Google and Huawei already have a strong presence.
However, Apple hopes its hardware, software and ecosystem will attract people who have not yet switched to foldable phones.
What About the Standard iPhone 18?
Apple did not launch the standard iPhone 18 at its September event. Instead, it focused on the higher-end devices, including iPhone 18 Pro, iPhone 18 Pro Max and the new foldable iPhone Duo. The standard iPhone 18 is expected to launch in Spring 2027. Not launching the standard iPhone 18 at the event is unusual for Apple, but the company appears to be changing its usual launch strategy by focusing on its Pro models and first-ever foldable iPhone this year.
The Bottom Line
So, this is all about Apple’s “Surprise and Shine” event held on September 9. Among several new announcements, the biggest was the launch of Apple’s first-ever foldable iPhone, named the iPhone Duo, which starts at $1,999. Besides that, the company also introduced the iPhone 18 Pro lineup with a major camera and performance upgrade, and Apple Watches with new health features. The company is putting more focus on AI, health tracking and tighter connections between its devices. The $1,999 iPhone Duo is Apple’s premium entry into the foldable market, while the iPhone 18 Pro models, new Apple Watches and AirPods 5 offer more familiar upgrades.
