Apple Finally Unveils iPhone Duo, iPhone 18 Pro Series and More.

Apple’s biggest launch yet brings its first foldable iPhone, new Pro models, Apple Watch upgrades and AirPods 5.  After months of leaks and speculation, Apple has finally revealed its latest lineup at its September 2026 launch event “Surprise and shine”. The biggest surprise is, of course, the iPhone Duo. Apple’s first-ever foldable iPhone headlines the launch, joined by the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.

Apple has entered the foldable smartphone market with a device that opens up to a large 7.6-inch inner display, while the outer screen measures 5.4-inch when folded. The Duo is powered by Apple’s new A20 Pro chip and is designed to take advantage of the larger display, including multitasking and Apple Pencil support. It also features a dual-camera system and a redesigned hinge aimed at making the foldable thinner and more durable. In Malaysia, the iPhone Duo starts from RM9,499, making it Apple’s most expensive iPhone yet. Pre-orders open on 16 October, with retail availability starting from 23 October.

Not to be overshadowed, the iPhone 18 Pro and iPhone 18 Pro Max also made their official debut with Apple putting a major focus on cameras and performance. Both models are powered by the new A20 Pro chip and feature an upgraded 48MP Fusion camera system, including a new variable-aperture main camera. Apple has also introduced Pro Controls, giving users more control over photography settings directly from the Camera app.

The Pro models also get improved thermal management and longer battery life, while storage options now go as high as 2TB. In Malaysia, the iPhone 18 Pro starts at RM5,499, while the iPhone 18 Pro Max starts at RM5,999. The device will be available for pre-order from 12 October, with retail sales officially kicking off on 18 October. Interestingly, Apple did not announce the standard iPhone 18 during this event, leaving the Pro models and iPhone Duo to take centre stage. So, if you were waiting for the ‘normal’ iPhone, Apple basically said,not today!

Apple’s smartwatch lineup also gets an upgrade. The Apple Watch Series 12 arrives with the new S11 chip and an updated health-sensing system. It introduces more frequent heart-rate and HRV measurements, alongside a new Readiness feature designed to help users understand whether their body is ready for activity or needs more recovery. Meanwhile, the Apple Watch Ultra 4 pushes further with improved battery life, health tracking and outdoor-focused features. The Apple Watch Series 12 starts at RM1,799, while the Apple Watch Ultra 4 starts at RM3,699 in Malaysia.

Apple also refreshed its entry-level AirPods lineup with the AirPods 5. The headline feature is Active Noise Cancellation (ANC), bringing noise reduction to Apple’s open-ear design. Apple has also added improved audio processing and new intelligent features.

This year’s launch is clearly more than just another iPhone refresh. With the iPhone Duo, Apple is finally stepping into foldables. Meanwhile, the iPhone 18 Pro series continues pushing cameras, performance and AI, while Apple Watch and AirPods become increasingly focused on health and intelligent features.

The big question now? Can Apple’s first foldable iPhone actually shake up the foldable market?