Apple Event 2026: Everything Apple Just Announced

September 10, 2026

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Apple Event 2026 Everything Apple Just Announced

Brief Overview

Apple Surprise and Shine was held on September 9, 2026.
Apple unveiled its first-ever foldable iPhone, the iPhone Duo, alongside the iPhone 18 Pro and Pro Max.
New Apple Watch Series 12 and Watch Ultra 4 bring upgraded health sensors and longer battery life.

After a long wait, Apple held its biggest launch event of the year, Surprise and Shine, on September 9, 2026, at Apple Park in Cupertino, California.

The event marked the first keynote led by John Ternus, Apple’s new CEO, who took over from Tim Cook on September 1, 2026.

The biggest reveal was the iPhone Duo, Apple’s first-ever foldable iPhone. Many people call it the biggest change to the iPhone in nearly twenty years. Let us take a look at what else was revealed at the event.

iPhone Duo

The iPhone Duo opens up like a small book and has the largest display ever placed on an iPhone. Users can fold it, prop it up, or adjust it to different angles for hands-free use. Apple says the design supports new ways of using the phone that were not possible before.

One surprising detail is the front camera. Apple hid it underneath the inner screen, which means there is no visible notch or cutout, giving the display a clean, uninterrupted look.

Now, this is where you might get surprised. In India, the iPhone Duo starts at INR 2,99,900. Storage options go all the way up to 2TB, which pushes the price much higher.

It will be available for pre-order in India from October 16, with sales starting October 23.

iPhone 18 Pro and Pro Max

Along with the foldable phone, Apple showed off the iPhone 18 Pro and iPhone 18 Pro Max, which come in four new colors and two sizes.

The camera system got a major update. The new 48MP Fusion Main camera includes a variable aperture, which gives photographers more control over light and depth in their shots.

On top of that, Apple highlighted new features like laser-cut blades and a redesigned rotor mechanism to support this camera.

Prices have also increased in India. The iPhone 18 Pro starts at INR 1,64,900, while the Pro Max begins at INR 1,79,900. The top-end 2TB version of the Pro touches INR 3,14,900.

Moreover, Apple also raised prices on some older iPhones still sold on its website. Pre-orders open on September 12, with sales starting September 18.

New Watches and AirPods

Other than the iPhones, Apple also introduced two new smartwatches. The Apple Watch Series 12 comes with a new Health Sensing System.

Apple says it offers the most accurate heart rate tracking of any wearable device so far. It also checks heart rate variability more often, giving users better insight into stress and recovery.

The Apple Watch Ultra 4 focuses on battery life and now supports up to 45 hours of extended workout tracking, the longest of any Apple Watch so far.

Rounding out the announcements, Apple unveiled AirPods 5. These earbuds offer up to 1.5 times more active noise cancellation than the last generation.

Apple also promised better sound quality through a new acoustic design.

Is the Pricing Justified?

During the event, Ternus spoke about Apple’s vision for the future. He described the iPhone as the best personal device for artificial intelligence, pointing to Apple’s focus on privacy.

Market analysts called the iPhone Duo the most important new Apple product in a decade. But you should also note that the pricing is unnecessarily high and hard to justify, since much better foldable phones are available at a lower price.

Apple’s stock dipped slightly after the event, suggesting some investors remain unsure how many people will pay premium prices for a foldable phone. Pre-orders for the new devices begin September 12, 2026.