New Delhi: On September 9th, 2026, Apple hosted its annual giant product unveiling in the Steve Jobs Theater, Cupertino. One big change made into this year’s show, which was titled “Surprise and Shine,” was that it was the first time since 15 years ago it was held that it was not run by Tim Cook. Cook, who quit as chief executive in September, has assumed the position of Executive Chairman. John Ternus, Apple’s long-timer chief hardware designer, now has his job.
It started with a soft moment that was very cinematic, as Apple’s new leader, Cook introduced Ternus. Ternus didn’t bother with Cook’s famous “hola ma’am, how do you do” message and used only “hello”. He then spoke highly of the iPhone – that it was an “intelligent personal hub” with artificial intelligence before turning to some new product announcements.
The big reveal: iPhone Duo, Apple’s first folding iPhone
There was Apple’s first-ever folding iPhone, the iPhone Duo, that was the highlight of the show. Years and years of rumors, and Apple confirmed the book-style foldable phone, opening up to offer a large inner screen and a smaller outer screen for tasks that can be done quickly. The company paid particular attention to the design of the paper when open flat, with a relatively thin profile.
Indian iPhone Duo comes with an entry price of Rs. 2,99,900 for the 256GB model. The 512GB is priced at Rs. 3,24,900, the 1TB version is priced at Rs. 3,74,900, and the top-tier 2TB model goes up to Rs. 4,49,900. Available in 2 colors, Star White or Night Sky. The phone is scheduled to go on sale in India on October 23, with the pre-orders beginning from October 16.
iPhone 18 Pro and Pro Max
In addition to the foldable, Apple also improved its flagship iPhone product with the new iPhone 18 Pro and iPhone 18 Pro Max in order to keep the phone cool when it was in use so much as gaming or video editing, Ternus explained. Built on a new 2nm process, the new A20 Pro chip is closer to this cooling solution to offer improved heat management.
The iPhone 18 Pro will go on sale in India for Rs. 1,64,900 for the base 256GB model, going up to Rs. 1,89,900 for 512GB, Rs. 2,39,900 for 1TB, and Rs. 3,14,900 for the 2TB version. The iPhone 18 Pro Max is slightly more expensive at Rs. 1,79,900, with the 512GB, 1TB, and 2TB models priced at Rs. 2,04,900, Rs. 2,54,900, and Rs. 3,29,900. The phones are available in four colours: Black, Silver, Glacier and a brand new Burgundy.
The pre-orders for both phones start September 12, and will be available for purchase from stores September 18. Pre-orders will be available in over 65 countries, such as India, Australia, Brazil, Canada, France and Germany, Apple said.
New Apple Watches and AirPods
Ternus also announced new changes to Apple’s wearables lineup. Both the Apple Watch Series 12 and the tougher Apple Watch Ultra 4 are based on a new S11 chip that Apple dubs its “most powerful wearable chip to date”. The faster heart rate monitoring is one highlight feature: It now monitors heart rate every five seconds instead of the typical interval.
The Apple Watch Series 12 is available in two sizes – 42mm and 46mm – with materials such as aluminum, titanium, and a new ceramic case. Its price in India begins at ₹ 56,900. The sturdier and high-performance Apple Watch Ultra 4 is priced at Rs. It has a natural titanium and black titanium finish with a total of 1,09,900 units sold.
The new AirPods 5 were also revealed, with the addition of active noise cancellation, which is not seen in previous AirPods models, for the first time making the Apple open-ear design available on the new gadgets. Apple says the AirPods 5 block up to 50 percent more outside noise compared to the AirPods 4. They also offer Live Translation, so when combined with an iPhone turned on for Apple Intelligence, it can translate spoken text in real time.
The AirPods 5 are priced as low as Rs. in India. The price of the version without wireless charging case is Rs. 14900 and with the wireless charging case it is Rs. 17,900.
The iPhone 18 Pro models will be coming to India on September 18, and the sale of the Apple Watch Series 12, Watch Ultra 4, and AirPods 5 will begin on the same day.
A New Era for Apple
This event was more than just a change in product lines for Apple, it was a change in the way Apple works as a company. The address was John Ternus’s first big shot at the role of CEO and many were uncertain about how he would lead from that point on. A true product person and 25-year Apple veteran, Ternus was able to demonstrate his proclivity for the worlds of products and innovation on the global stage this time.
As Apple’s new CEO becomes firmly entrenched in the job, the iPhone Duo, new versions of iPhone 18, new watches and new AirPods are all being launched in the coming weeks, which will make it one of the busiest and most significant product cycles Apple saw in years.
