Apple event 2026: the foldable iPhone Duo, iPhone 18 Pro and a new CEO's first keynote

Apple event 2026: the foldable iPhone Duo, iPhone 18 Pro and a new CEO's first keynote

Apple showed more new hardware on 9 September than it has in years, and the event was historic for a reason beyond the products. It was the first keynote fronted by John Ternus, who replaced Tim Cook at the top of the company on 1 September.

• Debut of the iPhone Duo, the first foldable iPhone in the company's history

• iPhone 18 Pro from $1,199, Pro Max from $1,299, on the A20 Pro built on a 2nm process

• AirPods 5 at $129, or $149 with a wireless charging case

• Pre-orders 12 September, on sale 18 September, iOS 27 from 14 September

• Siri with AI features does not launch in the European Union, though the UK sits outside that restriction

A change at the top

Start with what got lost in the rush of product launches.

John Ternus took over as Apple's chief executive on 1 September 2026, from Tim Cook, who moved to the role of executive chairman. Ternus previously ran hardware, so his promotion means an engineer leads the company rather than an operations and supply chain specialist.

The September keynote was his debut in the role and the first in a decade not fronted by Cook.

iPhone Duo: the first foldable iPhone

The most important launch of the evening and the product people have waited years for.

The Duo is eSIM-only, across every market worldwide. There is no SIM tray regardless of the country of sale. Apple had previously applied this only in the United States and is now extending it globally.

The second surprise is an under-display camera, a solution nobody had trailed. That means no visible cutout for the front camera when the device is unfolded.

For UK buyers the eSIM requirement has practical consequences. It is worth checking whether your network supports eSIM and on what terms, because this model offers no fallback in the form of a physical card.

iPhone 18 Pro and Pro Max

The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299. Those are US prices before tax, so sterling pricing will land higher.

Inside sits the A20 Pro on a 2-nanometre process, the first such chip in an iPhone. Moving from 3nm to 2nm affects both performance and power draw, and incidentally creates headroom for heavier AI processing.

The most interesting change, though, is the camera. The 48MP main sensor has gained a variable aperture, a physical mechanism controlling how much light enters. It is a solution borrowed from camera design, rare in phones, and it genuinely changes what is possible at night and in controlling depth of field.

There is also a smaller Dynamic Island.

Apple Watch Series 12

The new generation of the watch also debuted at this keynote alongside everything else. Apple traditionally shows it with the iPhones, and did so again.

AirPods 5

The cheapest launch of the evening and probably the one that will sell in the greatest numbers.

AirPods 5 cost $129 in the base version and $149 with a wireless charging case. In stores from 18 September.

iOS 27 and the Siri question in Europe

iOS 27 reaches users on Monday 14 September, ahead of the new phones going on sale.

Here comes the detail worth knowing. Siri with AI features arrives in beta and in English only, with no availability in the European Union at launch.

The UK sits outside the EU, so this restriction does not apply here in the same way, but Apple has not given a timetable for the European rollout. If you buy in the UK and travel or use an EU account, it is worth checking the specifics.

The calendar

• Saturday 12 September: pre-orders open

• Monday 14 September: iOS 27 released

• Friday 18 September: iPhone 18 Pro, Pro Max and AirPods 5 go on sale

Worth noting that pre-orders fall on a Saturday rather than the usual Friday. Apple presumably wanted to avoid 11 September.

What was not there

Two things worth naming for completeness.

The Mac mini and Mac Studio were announced earlier, in August, by ordinary press release rather than at a keynote.

A second autumn event is possible, usually in October or November and traditionally devoted to Macs and iPads. Apple has not confirmed it.

Where to buy Apple products in the UK

The new models go on sale on 18 September, but current iPhones, watches and headphones are available now from the retailers below. Buying through Soleback returns part of the order value:

• Ebuyer

• Selfridges

• Debenhams

The click through Soleback has to be the last one before the shop, and cashback clears once the returns window closes.

If you are after deals on Apple kit and more, it is worth checking our promotions section too.

What to consider before buying

Previous models get cheaper after a launch. This is the best moment for an iPhone 17 Pro if the newest chip does not matter to you. The retailers above typically cut prices in the weeks following a new generation.

Check eSIM if the Duo is your target. With no SIM tray, the phone is unusable without eSIM support from your network.

US prices are not UK prices. The figures quoted exclude tax and market differences. Apple usually publishes local pricing on the day pre-orders open.

Siri with AI is EU-restricted at launch. If that is why you are buying, the details are worth checking against your own account region.

FAQ

When was the Apple keynote?

9 September 2026, under the title "Surprise and shine". It was new chief executive John Ternus's first keynote.

What were the main announcements?

The foldable iPhone Duo, iPhone 18 Pro and Pro Max, Apple Watch Series 12 and AirPods 5.

How much is the iPhone 18 Pro?

From $1,199, with the Pro Max from $1,299. Sterling pricing lands higher and arrives closer to pre-orders.

When can I buy the new iPhones?

Pre-orders open 12 September and sales begin 18 September.

Does Siri with AI work in Europe?

Not in the European Union at launch. The feature arrives in beta and in English only.

Does the iPhone Duo have a SIM tray?

No. The model is eSIM-only across every market worldwide.

In summary

The strongest item of the evening was the iPhone Duo, being Apple's first foldable phone and the first launch of that magnitude under new leadership.

For a buyer, though, two practical points matter more. The EU restriction on Siri with AI, and the fact that the previous generation is starting to get cheaper, which makes the coming weeks a good moment for an iPhone 17 Pro.