Today, Apple’s new CEO, John Ternus, announced a handful of new iPhones, Apple Watches and AirPods. It was Ternus’ first big announcement since taking over for Tim Cook earlier this month. The most newsworthy addition to the lineup? A long-rumored foldable phone (more on that below). Below is everything you need to know about these new launches — including pre-order and in-store dates.
New iPhones
Apple announced three new iPhones: the iPhone 18 Pro, the iPhone Pro Max and the all-new foldable iPhone Duo. Notably absent was a standard iPhone 18 — Apple may be holding that model, along with a new iPhone 18e, until spring 2027.
The Pro lineup keeps a familiar look but gains Apple’s new A20 Pro chip, built on a 2-nanometer process, along with a variable-aperture 48-megapixel main camera for better low-light and depth control. This phone is $100 more expensive than last year’s model, starting at $1,199.
Apple also announced the iPhone 18 Pro Max, which starts at $1,299. The major difference between the two is screen size and battery life. The Pro has a 6.3-inch screen compared to the Max’s 6.9-inch screen. As for battery, the Pro offers up to 24 hours, while the Max offers up to 30 hours. Pre-orders for these phones open Saturday, September 12, with devices in stores September 18.
This is the big one: Apple’s first-ever foldable iPhone. It opens like a book into a roughly 7.8-inch interior display, with a smaller exterior screen for everyday use when it’s closed. Closed, it’s about the size of a passport. Apple built the Duo around its new in-house C2 modem — the company’s second-generation cellular chip, which Apple says is 50 percent faster than its predecessor while using 15 percent less power. The dual rear camera system can be used on both sides of the fold at once, so you can show someone what you’re seeing on a FaceTime call. Apple also packed in two separate battery cells, rating the Duo for up to 44 hours of use on the outer display alone, or about 24 hours using both screens.
The iPhone Duo will launch with two color options — white and dark blue. Pricing will start at $1,999 for 256GB of storage and the release is on a later schedule than the rest of the lineup: pre-orders begin October 16, with the device arriving in stores October 23.
Apple Watch
Apple also refreshed its smartwatch lineup with the Apple Watch Series 12 and Apple Watch Ultra 4 — and, in a bit of good news, neither watch got a price increase. Both watches are available for pre-order now.
The Apple Watch Series 12 centers on a redesigned Health Sensing System, paired with the new S11 chip. Its optical and electrical sensors have been rebuilt with larger, more power-efficient green LEDs, enabling far more frequent monitoring — the watch takes background heart rate readings every five seconds and measures heart rate variability as often as every five minutes, which Apple says is 60 times more frequent than on the Series 11. That data feeds a new Readiness score, calculated each morning from recent activity, vitals, and sleep, giving wearers a single number to gauge how much they can take on that day. It’s available in eight finishes, including two ceramic options in Pearl White and Night Blue, and the aluminum models now use Ceramic Shield 2, which Apple says is 60 percent tougher than the previous Ion-X glass.
Beyond health tracking, the Series 12 adds AI-driven software features tied to the new Siri, including a Live Rewind function that lets you replay the last 15 seconds of audio you just missed, and Siri Recap, which generates summaries of conversations picked up by the watch’s microphone. It retains the familiar 42mm and 46mm case sizes and standard safety features like Fall Detection and Emergency SOS, and is rated WR50 and IP6X for water and dust resistance. It starts at $399, the same price as the Series 11, and is available for pre-order now ahead of a September 18 release.
The Apple Watch Ultra 4 is built around the same S11 chip and redesigned Health Sensing System as the Series 12, but tuned for endurance athletes and outdoor use. Battery life gets a major boost too: Apple rates it for up to 50 hours of everyday use, up to 18 hours of standard workout tracking with full GPS and heart rate monitoring, and up to 45 hours in a new Max Extended Workout mode — enough to cover a 100-mile race. It’s available in two titanium finishes, natural and black, and retains the built-in satellite communications that let wearers stay connected off the grid.
Like the Series 12, the Ultra 4 also picks up Siri AI and Audio Intelligence features powered by the S11 chip, plus the ability to start a request on iPhone and pick it up seamlessly on the watch. It keeps the rugged design and precision dual-frequency GPS that have defined the Ultra line. Pricing holds steady at $799, the same as the Ultra 3, with pre-orders open now for the September 18 release.
AirPods
Apple unveiled the AirPods 5, its next mainstream earbuds, priced at $129, or $149 for the version with a wireless charging case.
The AirPods 5 deliver up to 1.5x more active noise cancellation than the previous generation and are powered by a new H2 chip. They also have dynamic head tracking, adaptive audio to switch between noise cancelling and transparency mode, depending on your environment. Similar to other AirPod models, they also have IP57 rating for dust, sweat, and water resistance.
On the software side, they offer hands-free access to the new Siri AI and real-time Live Translation. Battery life is up to 4 hours with ANC on the base model, or 5 hours (22 total with the case) on the version with a USB-C Wireless Charging Case, which also supports Qi and Apple Watch charging. AirPods 5 are available for pre-order now, shipping September 18.
Are there any new Macs or iPads?
Nothing new was announced on that front today — this event was focused on iPhone, Watch and AirPods. Apple already refreshed the Mac mini and Mac Studio with M6 and M5 Ultra chips last month, and any further Mac or iPad updates will likely come at a separate event later this year or even next spring.
Why did some prices go up?
Apple didn’t detail its reasoning beyond pointing to component costs, but the iPhone 18 Pro price increase tracks with a broader trend this year: rising memory and storage prices have pushed up costs across phones, laptops and other electronics throughout 2026.
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Why trust NBC Selected?
I am a commerce editor at NBC Selected and a journalist who regularly covers wellness, beauty, home and lifestyle. I have written about the “no-touch” phone law, the best screen protectors and more. For this story, I researched all of Apple’s new offerings and watched their announcement event.
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