For the first time in 15 years, a new CEO took the stage at Apple’s big fall event. Taking a page out of Steve Jobs’ book, John Ternus announced “one more thing” — Apple’s first foldable phone.
Ternus, a “product guy” who previously led Apple’s hardware team, took over for Tim Cook at the start of the month. The annual product keynote marked an opportunity for the new CEO to introduce himself to the wider world of Apple fans — and pitch them on increasingly expensive gadget upgrades.
The foldable iPhone Duo, which is shaped like a passport, becomes an iPad-shaped device when it’s open. It’s Apple’s biggest design change to the iPhone since Jobs first unveiled the phone in 2007.
Customers will have to pay big to own one of the devices, which opens for pre-orders on October 16 and launches on October 23. The iPhone Duo starts at $1,999.
Apple also announced it was raising the price of its high-end “Pro” iPhone lineup by $100, a few months after raising prices on MacBooks and iPads — the result, Apple says, of the bruising memory shortage. The new iPhone 18 Pro starts at $1,199 and the iPhone 18 Pro Max starts at $1,299.
Apple also unveiled new Apple Watch models with new health-focused and AI features, the new AirPods 5, and detailed the many software features launching in iOS 27, which launches September 14.
Scroll on for a play-by-play of Apple’s big keynote:
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