At Apple’s Cupertino headquarters, newly appointed CEO John Ternus, who assumed the role on September 1 following Tim Cook’s tenure, presented the company’s latest innovations to a gathered audience.
After detailing advancements in the iPhone, Apple Watch, and AirPods, Ternus built anticipation before revealing a surprise addition, channeling the iconic “one more thing” phrase popularized by the late Steve Jobs.
The centerpiece of the announcement was the first foldable iPhone, dubbed the Duo, featuring a expansive 7.6-inch display—80% larger than the iPhone 18 Pro—while maintaining a pocket-friendly design. Ternus emphasized that the device supports the Apple Pencil, a feature previously exclusive to iPads, and allows for split-screen multitasking, enabling users to run two apps or windows simultaneously for enhanced productivity. Priced starting at $1,999, the Duo represents Apple’s most expensive iPhone to date.
Industry analysts, including Ben Wood from CCS Insight, praised the Duo as a significant entry into the foldable market, noting its potential to redefine user experience despite foldables comprising less than 5% of the global smartphone segment.
Alongside the Duo, Apple introduced the iPhone 18 Pro and Pro Max, starting at $1,199 and $1,299 respectively, with preorders beginning September 12 and availability on September 18. These models boast extended battery life—up to 45 hours of video playback on the Pro Max—rapid charging, and advanced camera capabilities including cinematic effects and smart focus tracking. The devices also integrate enhanced Siri AI features, with a strong emphasis on privacy and security to differentiate from competitors.
Apple’s cautious approach to innovation was highlighted by Forrester analyst Dipanjan Chatterjee, who remarked that the foldable launch aligns with Apple’s strategy of entering markets only after technologies mature, though expanding demand for niche products remains a challenge.
Ternus’s keynote marked a pivotal moment in his leadership, as he inherits a legacy of success from Tim Cook while tasked with driving future disruptions in the smartphone landscape. Observers noted that the event signaled a seamless transition, with the Duo overshadowing the CEO change but underscoring Apple’s robust ecosystem.
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