Everything Apple launched at its “Surprise and Shine” event and what they cost

Apple used its Wednesday keynote to unveil a foldable iPhone for the first time, alongside refreshed Pro phones, watches and earbuds.

It was also the first major product event for John Ternus, who became chief executive on September 1 after Tim Cook’s exit, and the debut doubled as a test of how Apple’s next chapter looks.

What Apple announced, and what each one costs

1. iPhone 18 Pro and iPhone 18 Pro Max: The star upgrade is a 48-megapixel main camera with a variable aperture, using six laser-cut blades to adjust for light and depth automatically. Both models run the new A20 Pro chip, built on a 2-nanometre process, alongside a redesigned vapour chamber for better sustained performance.

iPhone 18 Pro starts at $1,199 (roughly ₦1.68 million), and the Pro Max starts at $1,299 (roughly ₦1.82 million) — a $100 rise on both models, Apple’s first iPhone price hike in years, as rising memory and component costs have pushed prices up across its Mac and iPad lines through 2026.

Preorders open Saturday, September 12, with the phones in stores Friday, September 18.

2. iPhone Duo, the first foldable iPhone: Apple’s book-style foldable opens to a 7.6-inch inner display and closes to a 5.4-inch outer one, using Touch ID in the side button instead of Face ID. Reports say the project has been more than a decade in the making, gaining real momentum around 2020 after Cook reportedly pushed the idea internally, having seen how popular foldables had become in Asian markets.

The Duo runs the same A20 Pro chip as the Pro models but skips the variable-aperture camera and telephoto lensx, and is eSIM-only worldwide. Pricing starts at $1,999 for 256GB (roughly ₦2.8 million), rising to $3,199 for 2TB (roughly ₦4.48 million), undercutting Samsung’s rival Galaxy Z Fold8 Ultra by about $100, according to estimates.

Pre-orders open October 16, with the phone arriving October 23, a full month after the rest of the lineup.

Read also: Apple unveils iPhone 18 Pro, Pro Max, sets September 12 for pre-orders

3. Apple Watch Series 12: Built around a new Health Sensing System, it now measures heart rate every five seconds and adds a daily “readiness” score based on activity, vitals and sleep.

Price holds at $399, unchanged despite Apple’s earlier 2026 price rises on other hardware.

Preorders are open now, with availability from September 18.

4. Apple Watch Ultra 4: Carries the same health-sensing upgrades as the Series 12, plus up to 50 hours of everyday battery life and extended workout tracking modes for longer outdoor sessions.

Price also stays flat at $799, available from September 18.

5. AirPods 5: Apple’s first open-ear earbuds with active noise cancellation, said to cut up to 50% more external noise than the previous generation.

The standard model starts at $129, or $149 for the version with a wireless charging case. Both ship from September 18.

6. Siri AI: A rebuilt, more conversational Siri rolling out in beta with iOS 27 from September 14. It’s a comeback of sorts, the assistant was first previewed back in June to a lukewarm reception, and Apple says it now works with more than 300,000 third-party apps.

It launches in English only, with French, Japanese, Korean, Portuguese and Spanish support following in October.

How people are reacting

The response so far has been mixed. Apple’s shares dipped about 1% immediately after the event, though analysts note that’s not unusual for iPhone launches historically.

On forums and social media, some users praised the Duo’s barely visible crease and its support for the Apple Pencil, while others pushed back on the $1,999 starting price and the “Duo” name itself.

Analysts point out that foldables remain a small slice of the smartphone market by volume, but a much larger slice of it by revenue, given how much more they cost than a standard flagship, meaning Apple doesn’t need to sell as many to make the category worthwhile.

Only the iPhone 18 Pro, both new watches and AirPods 5 land this month. Anyone holding out for the Duo needs to wait until October, and budget for it.