Apple unveils iPhone Duo foldable and flagship Pro models at September event

Apple unveils iPhone Duo foldable and flagship Pro models at September event

Apple revealed its most extensive product portfolio update in years at the Sept. 9 "Surprise and Shine" event held at the Steve Jobs Theater in Cupertino, California. The company introduced six new product lines, headlined by the iPhone Duo, its first foldable smartphone priced at $1,999 in the United States and Dh8,499 in the UAE.

The iPhone Duo represents Apple's entry into a foldable market currently dominated by Samsung, which held 40% global market share in 2025, and Huawei with 30%. Industry analysts project the foldable smartphone segment will grow 20-30% year-over-year in 2026, driven largely by Apple's market entry. Counterpoint Research forecasts Apple will capture 28% of the foldable market share in 2026, approaching Samsung's leading position despite entering a category Samsung pioneered with the original Galaxy Fold in 2019.

iPhone Duo specifications and availability

The iPhone Duo features a 5.4-inch external display that unfolds into a 7.6-inch flexible internal screen. Both displays share identical aspect ratios, allowing applications and media content to scale smoothly when users open or close the device. Apple positions the device as capable of transitioning from phone to compact tablet for multitasking, content editing, entertainment and Apple Pencil functionality.

Samsung manufactured the folding OLED screens for the iPhone Duo, though Apple claims its inner display offers 40% higher stiffness than other materials used in the industry. The device ships in Star White and Night Sky colour options, with storage configurations ranging from 256GB to 2TB. Preorders begin Oct. 16 in the UAE, with retail availability starting Oct. 23. Pricing begins at $1,999 in the US, Dh8,499 in the UAE, €2,299 in Europe, £1,999 in the UK and Rs199,900 in India.

iPhone 18 Pro and Pro Max models

Apple introduced two conventional flagship models powered by the new A20 Pro processor. The iPhone 18 Pro starts at $1,199 in the US and Dh5,099 in the UAE, while the larger iPhone 18 Pro Max begins at $1,299 and Dh5,499 respectively. The A20 Pro chip is built on TSMC's 2-nanometer manufacturing process, representing Apple's first use of 2nm technology and a significant advancement from the 3nm processes used in previous iPhone generations.

Both Pro models feature upgraded 48-megapixel camera systems and support storage configurations from 256GB to 2TB. The devices incorporate on-device artificial intelligence processing through Apple Intelligence. The Pro Max model differentiates itself with a larger display and extended battery capacity, targeting video creators, gaming users and those requiring longer device endurance. UAE preorders open Sept. 12, with devices reaching customers Sept. 18. India pricing starts at Rs134,900 for the Pro model and Rs144,900 for the Pro Max.

Apple Watch Series 12 and Ultra 4

Apple Watch Series 12 launches at $399 in the US, Dh1,599 in the UAE and Rs56,900 in India. The mainstream smartwatch introduces enhanced health-sensing capabilities, improved heart-rate tracking and a daily readiness score designed to help users assess recovery status and workout preparedness. The model also features faster charging and updated internal processing.

The premium Apple Watch Ultra 4 starts at $799 in the US, Dh3,199 in the UAE and Rs89,900 in India. The rugged model adds extended battery life, enhanced GPS functionality, advanced health tracking and AI-supported Siri features accessible from the wrist. Apple designed the Ultra 4 for runners, hikers, divers and outdoor users requiring a larger, more durable watch with specialized capabilities beyond the standard Apple Watch offering. Both watch models are available for preorder immediately, with retail availability beginning Sept. 18.

AirPods 5 wireless earbuds

Apple's entry-level AirPods 5 start at $129 in the US, Dh549 in the UAE and Rs14,900 in India. A premium version with wireless charging case costs $179, Dh629 and Rs17,900 respectively. The upgraded model includes active noise cancellation and Live Translation functionality, which supports multi-language conversations when paired with compatible Apple Intelligence features. Both versions receive updated audio processing and deeper integration with Apple's device ecosystem. Preorders opened immediately following the announcement, with devices shipping Sept. 18.

Regional market context

Apple's product launch comes as the company demonstrates strong momentum in the UAE market. The Middle East and Africa region showed 28% year-over-year growth in Q2 2026, with Apple recording particularly robust shipment increases in the UAE market. In the UAE smartphone segment, Apple currently holds approximately 18.8% market share, closely trailing Samsung's 20.12% market leadership position.

The regular iPhone 18 model was not announced at the Sept. 9 event. iPhone Duo preorders open later than the Pro models, with Oct. 16 availability in the UAE compared to Sept. 12 for the iPhone 18 Pro and Pro Max. Some Apple Intelligence and Siri functions may launch after initial device availability, require specific language or region settings, or face different availability parameters in the European Union. Pricing varies by country based on VAT, currency conversion, regulatory costs and Apple's regional pricing strategies.