Apple officially revealed its next-generation products tonight, introducing some of the most significant changes in the company’s history. The main focus was placed on the iPhone 18 Pro, iPhone 18 Pro Max, and the unexpected iPhone Duo.
The event also featured the latest AirPods 5 generation and new Apple Watch models, as Apple continues working to expand and reinforce its connected ecosystem.
The iPhone 18 Pro and 18 Pro Max are powered by the new A20 Pro chip, delivering higher performance alongside major upgrades to the camera system.
Apple has taken mobile photography further with a 48-megapixel camera and new technologies designed to provide greater control over lighting and focus. The company also says the devices deliver improved battery life.
In the US, the iPhone 18 Pro begins at $1,199, while the iPhone 18 Pro Max carries a starting price of $1,299.
Pre-orders will open on September 12th, with sales beginning on September 18th.
The announcement that generated the most attention, however, was the iPhone Duo, Apple’s first foldable smartphone.
The handset unfolds into a larger display measuring about 7.6 inches, while its folded configuration operates like a conventional phone.
Apple has positioned the Duo as a premium product, combining an extremely thin design with an advanced folding mechanism. It also supports Apple Pencil, giving the device a closer connection to the iPad experience.
The device is expected to start at around $1,999, with sales projected to begin in October.
Apple also announced the AirPods 5, bringing upgrades to audio quality and active noise cancellation.
The latest generation includes Active Noise Cancellation, Adaptive EQ and new artificial intelligence-related capabilities, including real-time translation.
AirPods 5 are designed to provide a more sophisticated listening experience while retaining the open design that has defined the series.
The event additionally brought new Apple smartwatch models, including the Apple Watch Series 12 and Apple Watch Ultra 4.
The new watches feature upgraded sensors along with additional capabilities for tracking physical activity and health-related data.
The Ultra 4 continues to serve as Apple’s most advanced smartwatch for sports, adventure, and outdoor activities.
Through the iPhone 18 Pro and Pro Max, and particularly the iPhone Duo, Apple is seeking to begin a new phase in iPhone design.
Should the Duo perform as successfully as Apple anticipates, the foldable handset could develop into one of the company’s most significant products over the next several years.
Apple is therefore introducing more than another iPhone generation; it is also attempting to reshape how consumers perceive the premium smartphone.
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