Apple has unveiled its latest iPhone range, including the company’s first foldable smartphone, as new chief executive John Ternus made his first major product presentation since taking over from Tim Cook.
Ternus, who became Apple’s CEO on September 1, introduced the new products at the company’s headquarters in Cupertino, California. After presenting updates to the iPhone, Apple Watch and AirPods, he surprised the audience at the Steve Jobs Theater by saying, “actually there is one more thing,” echoing the famous phrase associated with Apple’s late co-founder Steve Jobs.
The announcement was the foldable iPhone Duo, which Apple says has the largest display ever fitted to an iPhone while remaining pocket-sized.
The device opens to a 7.6-inch display, about 80% larger than the screen on the new iPhone 18 Pro. It also supports the Apple Pencil, a feature previously associated with the iPad range.
Duo allows users to divide the screen between two different applications or operate two windows of the same website, which could be useful for tasks such as comparing products online. The device will start at $1,999, making it the most expensive iPhone Apple has released.
Ben Wood, chief analyst at CCS Insight, said the device was likely to dominate attention at the event because it introduces a new design to the iPhone family and takes Apple into the foldable smartphone market.
However, Wood noted that foldable devices remain a small part of the global smartphone market, accounting for less than 5% of sales.
Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max, priced from $1,199 and $1,299 respectively. Preorders will open on September 12, with the phones going on sale on September 18. The Duo will arrive later, with availability scheduled for October 23.
The new Pro models feature improved battery life, cameras and performance. Apple said the Pro Max can provide up to 45 hours of video playback and supports faster charging.
Camera upgrades include new cinematic effects, expanded manual controls and smart focus tracking, designed to keep a moving subject in focus.
Apple also highlighted new Siri capabilities powered by artificial intelligence, while stressing privacy and security as it attempts to narrow the gap with rivals in AI.
Samsung, Motorola and Google have already launched foldable smartphones, but Apple has taken a slower approach to the technology.
Forrester analyst Dipanjan Chatterjee said Apple’s strategy was to enter the category after competitors had helped establish its potential, while allowing the company to shape the market with its own product.
The launch also gave Ternus an opportunity to begin defining his leadership of Apple, following Cook’s long tenure. Analysts said the company’s established hardware, software and services business would remain central to its future as the leadership transition gets under way.
