Apple September 2026 Event: iPhone 18 Pro, iPhone Duo, Apple Watch Ultra 4 and AirPods 5

Apple's September 2026 event is done. The lineup included the iPhone 18 Pro and Pro Max, the company's first foldable phone — the iPhone Duo — Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. The standard iPhone 18 was said to be coming in early next year. Here are the highlights and my personal take on each product.

iPhone 18 Pro and Pro Max

The most meaningful change this generation is on the camera side. The fixed aperture that shipped with the iPhone 17 Pro has been replaced by a variable aperture that opens and closes mechanically — a genuine upgrade for photography. On the chip side, the A20 Pro brings lower power consumption, more efficient graphics, and the usual year-over-year speed improvements. Expect to see a lot of burgundy iPhones in the wild this year.

The price went up by $100. Given Samsung's recent pricing moves — and the 20–30 % discounts that tend to follow within days of launch — I find this increase reasonable.

iPhone Duo: Apple's First Foldable

The iPhone Duo was the most anticipated announcement. The display measures 7.6 inches when open and 5.4 inches when folded. Apple's main claim is that the uncomfortable ridge felt in the middle of the screen when unfolded is simply not there. Samsung has been making foldables for around eight years and hasn't fully solved that problem; for Apple to claim they've cracked it on the first attempt is notable.

When unfolded, the Duo is reportedly thinner than the iPhone Air. It also gains Apple Pencil support, something Samsung chose not to include in its competing model.

The price is $2,000 — that's the defining number for this device. Imported and cleared through customs, it works out to roughly 90,000 TL in Turkey; I'm not certain of the official local price. Whether it's worth it is entirely subjective: if you have the budget it's compelling, if you don't it's a non-starter. I'm currently on a 17 Pro Max and I'm likely switching to the Duo.

Apple Watch Series 12 and Ultra 4

I'm still on the Ultra 2, having skipped the Ultra 3. The Ultra 4 adds the recovery-readiness feature Garmin users have had for years, improves health measurements, and extends battery life. Everything else is the familiar incremental update. As an Ultra 2 user I see no compelling reason to upgrade; anyone on the Ultra 3 definitely shouldn't bother. Price is unchanged.

Series 12 follows the same pattern: a training-readiness indicator, improved heart-rate accuracy, and longer battery life. The smaller case price is the same, the larger case adds $20. My wife is on Series 11 and I don't plan to move her to Series 12.

AirPods 5

For everyday consumers, AirPods 5 might be the friendliest move of the event. Active noise cancellation is now standard on the base model, and Apple claims a 50 % improvement in noise cancellation performance. Build quality has also been upgraded. Pricing starts at $129 for the version without wireless charging and $149 for the MagSafe-compatible model. Because ANC is now standard, the overall price tier has actually come down.

I have first-generation AirPods Max and I'm happy with them, so I won't be upgrading.

Overall Thoughts

The iPhone Duo is the standout product of this event. The variable aperture on the iPhone 18 Pro is a real innovation rather than a spec-sheet bump. The Apple Watch updates are solid but unlikely to pull existing Ultra 2 or Ultra 3 owners into an upgrade. AirPods 5 delivers the clearest consumer win by making noise cancellation standard. Prices are higher across the board where they've changed, though AirPods bucks that trend. Let me know what you think about the pricing in the comments.