Shakirov Tamir
On September 9, 2026, Apple delighted its fans at its annual keynote by unveiling the all-new iPhone 18 lineup, featuring the iPhone 18 Pro and iPhone 18 Pro Max. Refined design, cutting-edge technology, deep AI integration, and fresh color options defined the first impressions of the new flagship smartphones.
The event opened with a farewell to former CEO Tim Cook and a warm welcome to John Ternus. A major highlight was the introduction of Siri as a standalone artificial intelligence application. While Siri has long been part of the Apple ecosystem, it has now evolved into a full-fledged app capable of assisting users across a far wider range of tasks. Siri will soon support 16 languages, currently offering full support in English while actively developing features for French, Japanese, Korean, Portuguese, and Spanish. In another notable highlight, Apple showcased footage from the iPhone 17 Pro, which traveled into space earlier this April to capture stunning shots of the Moon against the backdrop of Earth.
iPhone 18 Pro and Pro Max: A New Standard of Professional Power
The design of the iPhone 18 Pro and Pro Max remains largely unchanged, save for a refreshed color palette that includes Deep Black, Silver, Light Blue, and Burgundy.
Under the hood, the new A20 Pro chip delivers a 20% boost in overall performance, while graphics capabilities have been enhanced by 40%. The neural processing units have doubled in capacity to power advanced Siri features and drive sophisticated camera enhancements.
Thanks to an upgraded battery, users can enjoy media consumption literally non-stop—offering up to 45 hours of continuous video playback, an impressive 6-hour increase compared to last year’s models. Furthermore, fast-charging capabilities allow the device to reach a 50% charge in a record-breaking 15 minutes.
All camera sensors on the Pro models boast a 48 MP resolution: the main lens, the ultra-wide lens, and the telephoto lens featuring up to 8x optical zoom.
Video recording now supports 4K at 120 fps. The camera system features an adjustable aperture: narrowing it produces crisp, sharp details, while widening it creates smooth, professional-grade portrait shots. Additionally, a new focus-tracking feature allows seamless tracking of fast-moving objects, whether it’s an airplane in flight or an athlete in motion.
iOS 27 introduces a host of innovations, including enhanced child safety controls, AirDrop transfer speeds that are up to 80% faster, and much more.
Interestingly, Apple continued its tradition of shooting the entire keynote presentation exclusively on its newest flagship devices, and the iPhone 18 was no exception.
Starting prices are set at $1,199 for the iPhone 17 Pro and $1,299 for the iPhone 17 Pro Max, marking a $100 price increase over the previous generation.
AirPods 5: Superior Noise Cancellation and Daily Practicality
The newly introduced AirPods 5 feature enhanced Active Noise Cancellation and improved real-time translation capabilities compared to their predecessors. The earbuds deliver up to 5 hours of continuous battery life on a single charge.
AirPods 5 are priced at $129.
Apple Watch Series 12 & Ultra 4: Prioritizing Health
The Apple Watch Series 12 now actively monitors your daily routine, analyzing health metrics and comparing them against historical data. Concurrently, the Health app on iPhone can scan your body metrics to recommend personalized exercise routines tailored specifically to your needs.
Both the Apple Watch Series 12 and Ultra 4 introduce Audio Intelligence, a feature designed to analyze environmental soundscapes and alert users to critical sounds such as emergency sirens, doorbells, or a crying baby. To safeguard user privacy, Apple ensures that ambient audio is never stored or freely accessible, giving users complete control over when conversations are recorded.
Battery performance reaches up to 18 hours for the Apple Watch Series 12 and up to 36 hours for the Ultra 4.
Pricing for the Apple Watch Series 12 starts at $399, while the Ultra 4 starts at $799.
iPhone Duo: The Highly Anticipated Foldable Flagship
Unquestionably, the most anticipated reveal of the year was Apple’s first foldable smartphone—the iPhone Duo.
The primary design advantage of the foldable iPhone is its ergonomic usability with one hand when closed. Unfolded, the expansive inner display allows users to view significantly more content simultaneously—such as streaming live broadcasts while engaging in a chat. Additionally, when partially folded, the device can sit on a desk to function as an alarm clock, desk calendar, or nightstand display.
The inner 7.6-inch screen is 80% larger than the display on the iPhone 18 Pro, while the outer cover display measures 5.4 inches.
Crafted from premium titanium, the iPhone Duo incorporates a re-engineered hinge system to ensure maximum structural durability. The foldable device comes in two elegant finishes: White and Dark Blue.
Powered by the A20 Pro chip, the iPhone Duo delivers up to 44 hours of battery life and can reach a 50% charge in just 20 minutes.
The camera system on the iPhone Duo features dual 48 MP sensors, offering the same high resolution as the Pro line. The front-facing camera uniquely supports shooting in both horizontal and vertical orientations, as well as simultaneous recording using both the front and rear camera modules.
The iPhone Duo starts at $1,999. Pre-orders open on October 16, with official retail availability beginning October 23.///nCa, 9 September 2026.