Apple has launched the iPhone 18 Pro series and its first foldable iPhone Duo, bringing major AI, camera and design upgrades to its premium lineup.
Apple has unveiled the iPhone 18 Pro and iPhone 18 Pro Max at its “Surprise and Shine” event, marking the first major iPhone launch led by new CEO John Ternus. The company also entered the foldable smartphone market with the iPhone Duo, its first foldable iPhone and one of the biggest hardware changes to the iPhone lineup in years.
The launch puts Apple’s premium smartphones at the centre of its 2026 product strategy, with a stronger focus on on-device artificial intelligence, camera improvements and performance. The foldable iPhone, meanwhile, gives Apple a new category in which Samsung, Google and Chinese smartphone makers have already established an early presence.
iPhone 18 Pro and Pro Max Get A20 Pro Chip
The iPhone 18 Pro and iPhone 18 Pro Max are powered by Apple’s new A20 Pro chip, which is designed to deliver higher performance while handling more demanding on-device AI workloads. Apple is also using the new hardware to strengthen its AI strategy, including an upgraded Siri experience that can interact with a much broader range of applications.
The company is placing particular emphasis on privacy by keeping many AI tasks on the device rather than relying entirely on cloud processing. That approach is becoming increasingly important as Apple competes with Google and other smartphone makers that have pushed generative AI deeper into their mobile ecosystems.
Major Camera and Photography Upgrades
Camera performance remains one of the main selling points of the iPhone 18 Pro generation. Apple has introduced improvements aimed at photography and video, continuing its strategy of using the Pro models as the showcase for its latest imaging technology.
The camera upgrades are also tied to Apple’s broader AI push. The company introduced an “Apple Reference Image” standard designed to help verify image authenticity, although Reuters reports that the feature will not initially be available in the European Union or China.
The combination of upgraded cameras, faster processing and AI-based photography features gives the Pro models a clear premium positioning over the rest of Apple’s upcoming iPhone range.
iPhone Duo Is Apple’s First Foldable iPhone
The biggest announcement of the keynote is Apple’s entry into foldable smartphones. The company has introduced the iPhone Duo, a book-style foldable that opens into a larger display while maintaining a smartphone-sized exterior when closed.
The device has been reported with a roughly 7.8-inch internal display and a smaller external screen, giving users a tablet-like canvas when the phone is unfolded. Current specifications listings put the inner display at about 7.76 inches with a 120Hz refresh rate.
Apple’s approach is significant because the company has waited years to enter a category already occupied by Samsung, Google, Huawei, Oppo, Honor and Xiaomi. The strategy reflects Apple’s tendency to enter emerging product categories after the underlying technology has matured rather than being an early mover.
iPhone Duo Targets the Ultra-Premium Segment
The foldable iPhone is expected to sit far above the conventional iPhone lineup in price. Current India listings put the iPhone Duo at around Rs 2,39,900, although buyers should distinguish between currently reported pricing and Apple’s final retail configuration and availability in India.
That price would place the iPhone Duo well above Samsung’s mainstream foldable range and firmly in the luxury smartphone category. The high price is likely to limit its initial audience, but Apple’s entry could accelerate consumer interest in foldable phones among existing iPhone users.
The device is also expected to launch with 256GB storage as its entry configuration, while reports suggest Apple Pencil support could further differentiate the foldable from conventional iPhones. The first customer shipments are expected around October.
India Price Becomes a Major Talking Point
India is particularly important for Apple’s premium smartphone strategy because the country has become one of the company’s major growth markets. The iPhone 18 Pro is currently listed around Rs 1,44,900, while the iPhone 18 Pro Max is listed around Rs 1,59,900 in current Indian market listings.
The iPhone Duo’s reported Rs 2,39,900 price puts it roughly Rs 95,000 above the iPhone 18 Pro. That substantial gap means the foldable is unlikely to compete purely on conventional flagship specifications; its appeal will depend on the larger foldable screen, Apple’s ecosystem and the novelty of owning the company’s first foldable.
For Indian buyers, taxes, import costs, storage options, launch offers and availability will all influence the effective purchase price. The foldable’s positioning also means it will compete directly with premium foldables rather than standard flagship phones.
Base iPhone 18 Takes a Different Path
Apple’s 2026 launch strategy is also unusual because the standard iPhone 18 is not the main focus of the September event. Reports indicate Apple is splitting its iPhone launch cycle, with the standard iPhone 18, iPhone 18e and a new-generation iPhone Air expected to arrive in spring 2027.
That leaves the September lineup concentrated at the premium end, with the iPhone 18 Pro models and iPhone Duo carrying the spotlight. The change could help Apple create a clearer distinction between its flagship launch and the lower-priced models introduced later.
It also gives Apple more time to manage component availability and production across different iPhone models rather than launching the entire range simultaneously.
John Ternus Leads Apple’s New iPhone Era
The keynote also marked a major leadership transition for Apple. John Ternus, who became CEO after Tim Cook’s departure on September 1, took centre stage for his first major iPhone launch.
The combination of a new CEO, a new Pro generation and Apple’s first foldable makes the 2026 iPhone event particularly important. The company is effectively using the launch to signal how it intends to approach AI, premium hardware and new device categories under its new leadership.
Apple’s Foldable Move Could Change the Market
The iPhone Duo gives Apple an opportunity to reshape the foldable smartphone market even though it is entering several years after competitors. Apple’s enormous installed base means even a relatively expensive foldable could attract significant attention from consumers who have so far stayed with conventional iPhones.
The bigger question is whether Apple can make foldables mainstream without compromising the durability, software experience and battery life that buyers expect from an iPhone. The company is betting that a mature design, its ecosystem and premium positioning can turn the foldable from a niche category into a significant new iPhone segment.
For Indian consumers, the combination of the iPhone 18 Pro series and iPhone Duo also creates a much wider premium choice. The Pro models target buyers seeking Apple’s latest conventional flagship, while the Duo is aimed at customers willing to pay a substantial premium for a completely new iPhone form factor.
