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Apple Event September 2026: Surprise and Shine

By: Michelle

Content Writer

16 min read

A New Era for Apple

The presentation opened with clips shot on iPhone, riffing on different popular movie tropes to demonstrate the different settings and lighting setups that iPhone can capture. The intro ended with a sort of sendoff from Tim Cook and an introduction to introduce new CEO, John Ternus.

iPhone 18 Pro: The Ultimate Intelligent Personal Hub

Ternus wasted no time getting to what we're waiting for most: iPhone news. He took a new approach to what is Apple's arguably most iconic device, describing the ways it makes the perfect intelligent personal hub. He went on to describe iPhone's powerful AI capabilities and the ways Apple keeps your information secure while harnessing the power of AI.

Powered by Apple Intelligence

The new iPhone 18 Pro and Pro Max are powered by the all-new A20 chip, the fastest, most powerful chip from the brand that also offers the longest battery life on iPhone yet. New color-matched aluminum and back glass make the newest phones look sleeker and more stylish than ever. 18 Pro and Pro Max come in black, silver, and new colors Glacier and Burgundy. Powered by Apple's newest AI technologies, including the new-and-improved Siri, iPhone 18 Pro streamlines daily tasks to help you get more done, integrating with over 300,000 apps. Now, the Siri experience is truly conversational, with a new Siri app to look back at your conversations and start new ones; it can even privately sync your conversations across devices. You can even customize Siri's pace and expressivity to your preferences. The new Pro camera system gives you access to better tools so you can clean up images and adjust the composition, unlocking pro-level editing from your phone.

Powered by A20 Pro

Apple's newest A20 Pro chip has an all-new design that enables upgrades across the entire chip, with a 6-core CPU that includes 2 desktop-class super-cores and a 7-core GPU for 40% faster graphics rendering and more powerful AI. And a new, second Neural Engine provides 2x the computing power. Together, these elements create a 50% improvement in memory bandwidth. In short, iPhone 18 Pro and Pro Max are faster, more intuitive and more responsive, no matter what you're doing. This design also required a redesign that also resulted in better thermal management and improved vapor chamber, so your phone is less likely to overheat even during demanding tasks. A20 Pro also enables a huge battery jump: iPhone 18 Pro Max has the largest increase in battery life on iPhone ever at a whopping 45 hours of video playback; 18 Pro offers up to 36 hours of video playback, which is still nothing to scoff at. The Pro models are also designed to charge faster, reaching up to 50% battery life in 15 minutes; perfect for situations like getting on a flight.

iPhone 18 Pro Camera System

Apple claims 18 Pro gets their biggest camera update in years. Aperture is a big focus of this year's updates, and 18 Pro has a new 48MP Fusion main camera with variable aperture for incredible control. Additionally, the aperture adjusts automatically based on the scene, opening wider in a dark scene, for example. And Night Mode captures will be faster and better quality. Or, the aperture can narrow for more depth of field. To do even more, Cinematic Effects can now be applied to videos after they're captured, and you can now take time-lapse videos in 4K for a cinematic effect. Audio Mix now supports music for superior control. For more creative control, this generation of iPhone introduces Pro Controls, with access to your most-used settings and manual control. Now, you can change white balance, manually adjust the aperture and change the shutter speed for genuinely professional-looking photos. Artful motion blur, starburst effects and more are incredible for editorial-looking pictures. It's also easier to maintain focus on moving subjects with Focus Tracking, even if your subject exits and re-enters the frame. Apple is also adding new Photographic Styles to iPhone 18 Pro, such as adjusting skin texture and grain control. And lastly, Apple announced Image Authenticity, so images generated by or edited with AI are identified, ideal for photojournalists. To verify the authenticity of captured images, Apple Reference Image assigns data to photos at the time of capture and creates an un-alterable reference photo, sort of like a digital negative. In an era of AI-generated misinformation, it's great to see Apple take a proactive approach to authentic content.

Improvements with iOS 27

iPhone 18 Pro and Pro Max come with iOS 27, which features an improved Dynamic Island. Connectivity is improved, there are better parental controls and more. We covered a lot of this in our WWDC 2026 post, so check out that post to learn more. iPhone Handoff is a new feature that lets you have one phone number across two iPhones, and that feature is coming soon. iPhone 18 Pro starts at $1,199 for 256GB and now has a 2TB option, and iPhone 18 Pro Max starts at $1,299. They're also the first generation of iPhone that are part of the new Apple Upgrade leasing program. 18 Pro is available for pre-order on Saturday, September 12, and will be available on September 18.

Meet AirPods 5

Next up is AirPods 5, now redesigned for a better audio experience. Next-gen adaptive EQ delivers richer, more detailed sound for all different ear shapes and sizes. With Active Noise Cancellation, AirPods 5 has 50% more noise reduction than AirPods 4, making them the best ANC open-ear design earbuds on the market currently. They also come with Adaptive Audio, which means they automatically switch between ANC or Transparency based on background noise. AirPods 5 also integrates with the new Siri AI, so you can ask real-word questions if you're traveling, for example. They also feature Live Translation, which is one of the coolest ways to stay present and connected. Another improvement to AirPods 5 is their durability, with better resistance to sweat and water. Oh, and they're starting at $129, which is a pretty big deal given these upgrades.

There's also an upgraded version of AirPods 5 with wireless charging case, the first with on-stem audio control by simply swiping up or down. They offer up to 5 hours of listening with ANC and come with a wireless charging case with support for Apple Watch or Qi chargers. AirPods 5 with Wireless Charging Case starts at $149. Pre-orders go live today, and they'll be available for purchase on September 18. With this announcement, it now means ANC is standard across the entire AirPods lineup.

Apple Watch Series 12 & Ultra 4

Focus on Health & Fitness

Big updates to health & fitness are at the core of the new Apple Watch Series 12 and Apple Watch Ultra 4. The all-new Health Sensing System improves three core elements: better skin contact during readings, better optical sensing and larger, more powerful LEDs for accurate heart rate measurements all day. The new system offers continuous heart rate data, with 60x more frequent heart rate measurement. Notably, Apple claims that in a recent study against other popular wearables, Apple Watch provided the most accurate heart rate readings. Whether you have a high-stress job or have a family history of heart issues, we can see this focus on improved accuracy being attractive for a lot of users. For further accuracy, high frequency heart rate data is coming to the updated Heart Rate app, with HRV metrics day and night. The new watches also offer Readiness scoring, which gives insight into your body's ability to start a workout, or when you should hold back, by analyzing your recent activity, vitals and sleep for your Readiness score.

Intelligence Features

Series 12 and Ultra 4 are making huge leaps in audio intelligence, powered by microphones and the S11 chip. Audio Intelligence is designed to make sense of what you hear, in a private and secure way. Sound Recognition is coming to Apple Watch; it helps deaf and hard of hearing users by detecting sounds like sirens, alarms, a baby crying and more, with real-time notifications that come straight to Apple Watch. Or, you can use Live Rewind to go back in time 15 seconds to see a transcription of what was just said—because sometimes you just didn't hear someone the first time. There's also the new Siri Recap, which generates an AI summary of your conversations, taking notes that are organized with titles and key points to help you find the information you're looking for. Siri Recap can be turned on and off as needed, like if you're going into an important meeting. And as always, Apple emphasizes the importance of privacy: audio is not recorded or stored, raw audio cannot be accessed, speakers are not identified and transcripts are end-to-end encrypted.

S11 Chip

S11 is Apple's most powerful wearable chip yet, making possible the new health and intelligence features and Audio Intelligence mentioned above. S11 features an always-on processor and faster CPU, GPU and Neural Engine, making it the most powerful Apple Watch chip yet. Apple Watch Series 12 comes in Space Gray, Black, Light Gold and Dark Bronze, all made of recycled aluminum with Ceramic Shield 2 for added durability. There are also two polished colors, Radiant Gold and Natural, made with recycled titanium. Finally, there's a stunning new Ceramic material, available in Pearl White and Night Blue. Ultra 4 comes in Black and Natural Titanium. Series 12 starts at $399, and Ultra 4 starts at $799. Pre-orders for both watches start today, and they'll be available to purchase September 18.

It's Here: Meet iPhone Duo

At the end of the event, Ternus circled back to the concept of the iPhone being the ultimate intelligent personal hub. And what way to make that hub even better than with a larger display? But how do you achieve a larger display that still fits in your pocket…of course, you make a foldable iPhone. This is the announcement we've all been waiting for. The iPhone Duo has arrived. It has a distinctive shape with rounded corners, and it's made for one-handed use when needed. The narrow, uniform border creates immersive landscape and portrait use. iPhone Duo features a consistent aspect ratio that's consistent across both displays, and the FaceTime camera is hidden behind the display, becoming visible only when in use. Advanced hinging and integrated magnets enable easy, secure opening and closing. What's really crazy is that the iPhone Duo is the thinnest iPhone yet when open, even thinner than iPhone Air. It's the largest display on an iPhone, in a remarkable, pocketable form. Liquid Glass keeps things immersive, and controls are now located along the side to maximize the vertical display. The status bar has been made compact, located in the top corner. There are tons of other awesome functionalities, like viewing two apps side-by-side or reading an email while the rest of your inbox is still displayed. iOS reacts when you fold the phone, reorients when you turn it on its side and shows the proper display when folded over.

Display

The 7.6" display is 80% larger than iPhone 18 Pro with a Super Retina display, and the 5.4" outer display provides 90% of the screen area of iPhone 18 Pro. And Apple Pencil compatibility is coming later for even greater productivity. Touch ID will be integrated in the side button, just under your thumb for ease of use. You can even enroll multiple fingers to unlock. iPhone Duo can also be unlocked with your Apple Watch. It comes in Star White and Night Sky colors, crafted with titanium for superior strength and reinforced antenna splits to withstand repeated opening and closing. There's Ceramic Shield on the back and Ceramic Shield 2 on the front, and an impressive IP68 dust and water-resistance rating.

iOS, Software & Apps

To account for Duo's unique design, each of Apple's apps are re-optimized based on the Duo's unique shape. For example, you can view two different apps side-by-side, or you can view two Safari windows simultaneously for comparison shopping. There's even the ability to tap the divider and pair the apps to return to them later. The large screen in Portrait makes it easy to send a text while you're watching a video or checking emails. Zoom, Slack and Netflix all get upgrades as well to flow with the shape and interface of the Duo.

Flexibility Meets Durability

Apple has developed a custom nano-texture finish for iPhone Duo that creates a flat, matte surface that minimizes crease visibility, a common complaint on foldables. Duo has a multi-layer lamination design that both keeps the display flat and adds durability. The layers are described like "pages in a book" for flexibility. It seems like Apple did their research on the shortcomings of other foldables to design the Duo (maybe why it took them so long to release their own), but you'll have to hold—and fold—it for yourself to see how it compares. Like the 18 Pro, Duo is powered by the A20 Pro chip with a powerful display engine for a consistent viewing experience. Additionally, iPhone Duo is e-SIM only worldwide, which helps make room inside the device for all-day battery life with up to 44 hours of video playback on the outer display. Duo also supports fast charging, with 50% battery in 20 minutes of charging.

iPhone Duo's Camera

Duo features a 48MP Fusion main camera and a 2x Telephoto lens that captures fine details, and also excels in low lighting. The main camera also supports 4K 120FPS video for creative potential. It can also capture 4K time-lapse video. The Center Stage front camera makes it easy to take photos and videos in any orientation, without needing to rotate the phone. There's also the Duo FaceTime ability, so your friend on the other end can see the view of the front and rear cameras. With Duo Preview, your subject can see themselves in the outer display, so you can help them get the perfect IG picture. Or there's Smart Take, that takes the photo automatically when everyone is posed.

iPhone Duo starts at $1,999 with 256GB to 2TB storage options. Pre-orders begin October 16, and it will be available on October 23.

iPhone 18 Pro, iPhone Duo & More: Coming Soon to Abt

Needless to say, that was one of the most exciting Apple Events in years. Of course, Duo was the standout, but it looks like all of Apple's lineup are getting a major upgrade. What are you most excited about? You'll be able to pre-order your new Apple devices from Abt very soon, so be sure to check back.