Apple is set to host a new product launch, with its first foldable smartphone, the iPhone Duo, as the flagship product. The device is expected to start at $2,000, with top models nearing $3,000, and could be available as early as October, supporting multitasking, Apple Pencil, and other features.
Apple (AAPL.O) will hold a product launch event at 1:00 AM Beijing Time on September 10 in Cupertino, California, where it is expected to unveil its first foldable smartphone, the iPhone Duo, priced at approximately $2,000. Simultaneously, the company will also introduce the iPhone 18 Pro series, a new Apple Watch, and AirPods; however, the iPhone Duo will be the centerpiece of the event.
This is also the first major product launch overseen by John Ternus, Apple’s CEO, who succeeded Tim Cook on September 1. Cook, now serving as Executive Chairman, will be seated in the audience and will no longer participate in onstage presentations.
Tenous previously spent many years overseeing Apple’s hardware engineering. During Cook’s tenure, Apple’s annual revenue grew to nearly $500 billion, and its stock price rose approximately 2,300%. For Tenous, his first product launch must not only sustain Apple’s existing business but also demonstrate the company’s continued ability to innovate in new product categories.
The iPhone Duo starts at $2,000.
According to Bloomberg tech journalist Mark Gurman, known as the "Apple rumor debunker," Apple's first foldable phone will be named the iPhone Duo, with a starting price of $2,000 for the 256GB model and higher-capacity versions approaching $3,000. The product could launch as early as October, available in white and deep blue color options.
Foldable phones have long faced issues with battery life, cameras, durability, and creasing. Apple has chosen this moment to enter the market because related technologies and supply chains have improved. However, recent shortages of memory chips have increased costs, forcing Apple to absorb part of the expense to keep the base price around $2,000 while raising the price of higher-capacity models.
The iPhone Duo will feature a short and wide design, optimized for video and multitasking when unfolded. It will be powered by Apple’s custom C2 baseband and A20 Pro chip, supporting side-by-side app usage and iPad-like multitasking features.
The imaging system includes two 48-megapixel rear cameras and a 12-megapixel video conferencing camera, features a magnetic hinge, and supports Apple Pencil.
iPhone 18 Pro features significant camera upgrades
The iPhone 18 Pro and Pro Max will continue with the traditional flat design, with minimal changes to their appearance. According to Gurman, the orange variant will be replaced by a burgundy color.
According to reports, the core upgrades focus on the camera. At least the larger models will feature a mechanical variable aperture for more precise control over depth of field and improved low-light performance. Both Pro models will be equipped with the A20 Pro chip, enhanced battery life, and a redesigned vapor chamber cooling system.
The Dynamic Island area will also be reduced in size and will support switching between three live tasks simultaneously. Currently, it can display a maximum of two live activities.
The standard iPhone 18, iPhone 18e, and iPhone Air 2 will not be released this time; these models are expected to launch next year.
Price is another major point of interest. Due to memory chip shortages, Apple is expected to raise the prices of the iPhone 18 Pro and Pro Max by $100 each. Previously, Apple has launched the Apple Upgrade program in the U.S., allowing users to pay monthly and upgrade annually; carriers may also reduce consumer purchasing pressure through installment plans and trade-in programs.
Apple Watch enhances health and AI
According to Gurman, the Apple Watch Series 12 and Ultra 4 will not undergo major redesigns, but will feature new color options and adjustments to the case and band. The Series 12 will reintroduce a ceramic case, while the Ultra 4 will focus on improving battery life.
On the software side, Apple will launch the Readiness app, which integrates sensor data such as heart rate and blood oxygen levels, offering features similar to Oura and Whoop devices to enhance health and fitness analysis.
The Apple Watch will also add an AI feature that analyzes users' daily activities and generates summaries, including conversation content. Apple states that the system will not display full text or record or store audio.
The previously planned premium in-ear AirPods, which feature an integrated environmental sensing camera requiring further refinement, have been postponed until next year. This time, AirPods 5 will be released in two versions—with and without a wireless charging case—and will feature significantly improved noise cancellation.
For Apple, the biggest variable in this event isn't just the addition of a new iPhone. The iPhone Duo represents Apple’s first attempt in years to introduce a new hardware form factor, while Tuernus will face direct market scrutiny on innovation, product pricing, and future growth in his first major product launch since taking office.