Apple’s biggest iPhone moves in years: New iPhone 18 Pro and iPhone 18 Pro Max, first foldable smartphone The Sept. 9, 2026 launch was a major shift in Apple’s iPhone strategy and the first major product under new CEO John Ternus.
But the biggest surprise is iPhone Duo, Apple’s first foldable iPhone. Starting at $1,999 in the U.S., the device gives Apple a new entry into the fast-growing market for high-end foldable phones.
The Design of Apple’s First Foldable iPhone Duo
In 2026, Apple will release a big product named iPhone Duo. “This is the first time Apple has ever used this form factor on an iPhone.
It has a 5.4-inch outer screen when it’s closed. Open it up and you’ll find a much larger 7.6-inch internal display, for multitasking, entertainment and productivity. Apple has also added support for the Apple Pencil, which makes the foldable feel more like a tablet when its larger display is unfolded.
The Duo is built with a titanium frame and Apple’s new A20 Pro chip. Apple has also tweaked the software to take advantage of the larger screen, so you can run multiple apps side by side.
The base model with 256GB will start at $1,999 and the high end model with 2TB will be $3,199. Preorder begins Oct 16 and will be available Oct 23.
Major upgrades are coming to the iPhone 18 Pro and Pro Max
In the latest news today, Apple unveiled its latest flagship conventional smartphones, the iPhone 18 Pro and iPhone 18 Pro Max.
Both models sport Apple’s signature slab design but the focus is very much on upgrades to the camera, performance and battery life. Both will use the A20 Pro chip and a camera system with a variable aperture to give photographers more control over the amount of light reaching the camera sensor.
The iPhone 18 Pro is priced at $1,199 and the iPhone 18 Pro Max begins at $1,299. Professionals looking for more space for photos and video also can get storage options up to 2TB from Apple.
The Pro models also get new software features that are part of Apple’s bigger intelligence strategy, including better Siri and other on-device features.
John Ternus leads Apple’s first iPhone launch
The 2026 event was also significant for another reason. This was the first major iPhone launch under John Ternus, who took over from Tim Cook as CEO when he retired earlier this September.
The introduction of the Duo is even more remarkable in light of the leadership change. Apple is coming to a product category that has been around for years and has other players, but it will do so with its own spin on hardware, software and ecosystem.
The foldable iPhone also provides Apple with another avenue to compete with premium phones such as Samsung’s Galaxy Z Fold series.
Apple aims at high-end smartphone buyers
The price tags of the new line up suggest Apple is aiming squarely at the top end of the market with these products.
The iPhone Duo will start at $1,999, a steep premium over the iPhone 18 Pro lineup. That is, Apple isn’t trying to make the foldable a replacement for the regular iPhone experience. Instead it wants to go after customers who will pay a premium for a bigger screen and different design.
It also allows Apple to keep its traditional Pro lineup, while testing demand for a whole new breed of iPhone.
New for 2026 launch?
What’s interesting here is that Apple is moving away from the reliance on yearly camera, processor and battery updates to generate excitement, with the company’s 2026 launch.
The iPhone Duo is moving away from the design and the iPhone 18 Pro models are sticking to Apple’s premium smartphone tried and tested recipe with better cameras and performance.
Apple also announced the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5 during the same event and the iPhone launch wasn’t the only thing announced in September.
Apple iPhone Market Enters New Era
The iPhone Duo could be Apple’s biggest product from its 2026 event Foldable smartphones remain a relatively small part of the overall phone market, but Apple’s entry could bring a lot more attention to the category.
If you’re after a more traditional phone, the iPhone 18 Pro and Pro Max are the more familiar options. But for buyers who want a bigger display but still want a device that can fold down to a smaller size, the Duo offers something that Apple’s lineup has never offered before.
Apple’s 2026 iPhone launch is more than an annual upgrade. The iPhone Duo is coming to the foldable market but the company is also pushing its Pro models further.
So then you have to wonder if Apple’s premium pitch will be enough to convince consumers that a $1,999 foldable iPhone is worth it.
Sources
Reuters – Apple launches iPhone Duo, iPhone 18 Pro series
AP – Apple reveals its first foldable iPhone
The Verge — All of Apple’s September 2026 announcements
