Sept. 9, 2026 — Apple unveiled a slate of new products Wednesday, including the iPhone 18 Pro and Pro Max, its first foldable iPhone, new Apple Watch models and new AirPods during the company's "Surprise and Shine" keynote.
The event marked new CEO John Ternus' first major product launch since taking over from Tim Cook earlier this month.
Here's a look at some of the biggest announcements:
Apple's new iPhone 18 Pro and iPhone 18 Pro Max feature a new A20 Pro chip, expanded AI capabilities through Apple Intelligence and Siri AI and a redesigned camera system.
The 48MP Fusion Main camera now includes variable aperture, giving users more control over depth of field and lighting. Apple also redesigned the Dynamic Island and says the new phones offer significant improvements in performance and battery life.
The iPhone 18 Pro starts at $1,199, while the Pro Max starts at $1,299. Preorders begin Saturday, Sept. 12, with availability beginning Friday, Sept. 18.
Apple also introduced the iPhone Duo, the company's first foldable iPhone.
The device has a 5.4-inch outer display and opens to reveal a 7.6-inch inner display, the largest display ever offered on an iPhone. It also runs on the A20 Pro chip and includes a version of iOS 27 designed specifically for the foldable format, including new multitasking features.
The iPhone Duo starts at $1,999. Preorders begin Oct. 16, with availability beginning Oct. 23.
The new AirPods 5 feature upgraded Active Noise Cancellation, along with improved sound quality, Live Translation and hands-free access to Siri AI.
AirPods 5 start at $129, while a version with a wireless charging case costs $149. Both are available for preorder now and arrive in stores Sept. 18.
Apple also unveiled the Apple Watch Series 12 and Apple Watch Ultra 4, both featuring a new Health Sensing System.
The watches include more frequent heart rate and heart rate variability measurements and a new readiness score designed to give users a daily look at recovery and their capacity for activity. Apple also plans to introduce a redesigned Health app with new AI-powered health and longevity insights later this year.
The Apple Watch Series 12 starts at $399, while the Ultra 4 starts at $799. Both are available for preorder now and arrive in stores Sept. 18.
Apple separately detailed new health and fitness features powered by Apple Intelligence, including the redesigned Health app and updates to Workout Buddy.
The company said the new Health app will use a person's health and fitness data to provide personalized insights, while the new readiness feature on Apple Watch will analyze activity, sleep and other measurements to generate a daily score and recommendation.
Watch the full "Surprise and Shine" event from Apple below.
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