Galang Taruna
Apple today, Wednesday, September 9, 2026, hosted its highly anticipated fall keynote event at 7:00 PM Paris time, revealing a suite of groundbreaking products and strategic advancements that signal a new era for the technology giant. The event, keenly watched by industry experts and consumers alike, introduced Apple’s first foldable smartphone, the iPhone Duo, alongside the powerful iPhone 18 Pro and 18 Pro Max, the Apple Watch Series 12 and Ultra 4, and the latest iteration of its popular wireless earbuds, the AirPods 5. The keynote was particularly significant as it marked the inaugural major presentation for John Ternus, who officially assumed the role of CEO on September 1, succeeding the long-serving Tim Cook. This transition, coupled with the debut of an entirely new product category for Apple, underscored the company’s commitment to innovation and its evolving leadership.
The Dawn of a New Era: Leadership Transition and Strategic Vision
The keynote commenced with a symbolic yet poignant moment as Tim Cook made a brief appearance only to cede the stage to John Ternus, signaling a significant shift in Apple’s executive leadership. Ternus, now at the helm, wasted no time in articulating his vision, placing artificial intelligence at the very core of Apple’s future strategy. He described the iPhone not merely as a standalone device, but as the "intelligent personal hub" of an expansive ecosystem, seamlessly connecting applications, services, and the user’s daily life. Ternus emphasized the need for a powerful processor capable of running on-device AI models, constant cloud connectivity, a large display, and high-quality cameras and microphones – a clear foreshadowing of the innovations presented throughout the evening, all designed to make Apple Intelligence permeate every aspect of the user experience.
The iPhone Duo: Apple Enters the Foldable Frontier
The moment many had speculated about for years finally arrived as John Ternus uttered the iconic "one more thing," revealing the iPhone Duo. This marks Apple’s long-awaited entry into the burgeoning foldable smartphone market, a segment previously dominated by rivals like Samsung and Xiaomi. The iPhone Duo adopts a passport-like foldable format, reminiscent of the Samsung Galaxy Z Fold 8 and the recent Xiaomi 18 Fold, moving away from earlier rumors that suggested names like "iPhone Fold" or "iPhone Ultra."
Apple detailed the intricate engineering behind the iPhone Duo, highlighting a revolutionary variable torque hinge designed to ensure the screen remains perfectly flat when unfolded, while integrated magnets provide a satisfyingly crisp closure. The device boasts an aerospace-grade titanium chassis, meticulously polished to a mirror finish, exuding Apple’s signature premium aesthetic. A significant innovation is the industry-first under-display FaceTime camera, which discreetly disappears when not in use, only manifesting with a black frame when activated.
The software experience has been entirely reimagined for this new form factor. iOS 27, redesigned for the iPhone Duo, features a vertical dock, a status bar that elegantly folds into the corners, and a seamless interface adaptation between the external and large internal displays. Apple emphasized that control elements remain consistently positioned, regardless of which screen is in use, aiming to provide an intuitive and fluid user experience. This strategic move positions Apple as a serious contender in the foldable space, aiming to redefine user expectations with its unique blend of hardware and software integration.
iPhone 18 Pro & Pro Max: Powering the Future of AI and Photography
Beyond the foldable, Apple unveiled the iPhone 18 Pro and 18 Pro Max, promising "enormous advances" across four key areas: intelligence, performance, battery, and camera. Central to these improvements is the new A20 Pro chip, fabricated using a cutting-edge 2-nanometer process. This powerhouse SoC features a 6-core CPU with two "super cores" that Apple claims are up to 20% faster, a 7-core GPU delivering up to 40% graphical performance gains, and not one but two neural engines, totaling 32 cores for double the computational power dedicated to AI tasks. Memory bandwidth has also seen a substantial 50% increase.
A key strategic highlight of the A20 Pro is its enhanced capability to run third-party Large Language Models (LLMs) directly on the device, bypassing the need for cloud processing. Apple positioned the A20 Pro as "the ultimate chip for executing advanced on-device models," signaling a clear pivot towards decentralized AI processing for improved privacy, speed, and efficiency.
Thermal management, a critical factor for sustained performance in powerful smartphones, received particular attention. The iPhone 18 Pro incorporates a new-generation vapor chamber with three times the surface area of its predecessor, utilizing deionized water for continuous cooling. The device’s composition includes 80% recycled stainless steel, improved heat-conducting graphite, and a "nano-twin" copper material, touted as an industry-first for dissipating heat away from the display. These innovations aim to ensure optimal and sustained performance over extended periods.
Battery life on the iPhone 18 Pro models saw what Apple described as "the greatest increase in autonomy ever seen on an iPhone." The iPhone 18 Pro is reported to achieve up to 36 hours of video playback (eSIM model only) and up to 24 hours of general usage per charge, while the iPhone 18 Pro Max pushes these figures even further to 45 hours of video playback and up to 30 hours of usage. Fast charging capabilities have also been enhanced, with the iPhone 18 Pro reaching 50% charge in approximately 15 minutes, equivalent to six additional hours of video playback from just five minutes of charging. Apple also noted a revised autonomy measurement model based on real-world usage data, including photo and AI tasks, for more accurate estimates.
The camera system on the iPhone 18 Pro models introduces a new 48-megapixel Fusion Camera, accompanied by a groundbreaking variable aperture feature – a technology still relatively rare in smartphones. This system employs six laser-cut polymer blades, each "thinner than a human hair," controlled by an advanced rotor mechanism. This allows the aperture to adjust automatically based on the scene, letting in up to 50% more light in low-light conditions and enabling an f/1.0 aperture for specialized astrophotography. For professional users, "Pro Controls" offer manual adjustments for aperture (four selectable values), shutter speed, white balance, an exposure histogram, and AI-powered focus tracking. Video capabilities are also significantly upgraded, with 4K Dolby Vision HDR time-lapse, post-capture Cinematic mode, and new texture and grain controls for photographic styles.
Further software enhancements in iOS 27 include AirDrop transfers that are up to 80% faster, smoother transitions between Wi-Fi and cellular networks, and customizable "liquid glass" elements. A particularly intriguing new feature is "iPhone Handoff," allowing a single phone number to be used across two different iPhones, instantly activating on the device currently in hand. Initially, this functionality will be available with T-Mobile and Telecom Germany, with no immediate mention of French operators.
Regarding availability and pricing, Apple confirmed that pre-orders for the iPhone 18 Pro and 18 Pro Max would open on September 5, with official launch slated for September 18. The iPhone 18 Pro starts at $1199 in the United States, while the iPhone 18 Pro Max begins at $1299. The design features a cohesive aluminum frame and coordinated back for a more uniform appearance, available in Deep Black, Silver, and two new colors: Glacier and Burgundy.
Siri and Apple Intelligence: A Smarter Ecosystem
A significant portion of the keynote focused on the evolution of Siri and the broader Apple Intelligence framework. Apple detailed the expanded capabilities of the new Siri on the iPhone 18 Pro, which can now simultaneously search across Mail and Messages to retrieve information, "see" what the user sees via the camera, and directly act within applications, including over 300,000 third-party apps.
These advanced functionalities are powered by Apple Foundation models, comprising an "on-device model, the most advanced ever created" by Apple, complemented by cloud models accessed via Private Cloud Compute. With Siri already processing 2.5 billion daily requests, the new version is touted as a substantial leap forward in intelligent assistance. Crucially for francophone users, Apple confirmed that Apple Intelligence-powered Siri features will be available in French starting in October, addressing a key regional availability concern.
Apple Watch Series 12 & Ultra 4: Health, AI, and Seamless Integration
Apple also unveiled its latest wearable innovations: the Apple Watch Series 12 and the Apple Watch Ultra 4. These new smartwatches are powered by the new S11 chip, designed to be more powerful and specifically geared towards AI for fluid voice commands. The presentation emphasized the watches’ continued impact on user health, highlighting features such as sleep monitoring, elevated heart rate detection, and workout tracking. Apple promised reinforced integration with Apple Intelligence via the iPhone, asserting that these capabilities would "extend its power to even more aspects of your daily life," further solidifying the Apple Watch’s role as a comprehensive health and wellness companion.
AirPods 5: Redefining Open-Ear Audio
The event also saw the official introduction of the AirPods 5, with two models anticipated: a classic version and a superior variant featuring active noise cancellation (ANC). The open-ear design has been retained, but the internal architecture has been completely revised. The AirPods 5 boast a new multi-port acoustic architecture and a next-generation adaptive equalizer, promising richer sound across a wider variety of ear anatomies and more immersive personalized spatial audio.
Apple claims a 50% increase in active noise suppression compared to the previous generation, asserting "the industry’s best active noise cancellation in an open-ear design." However, it’s important to note the journalistic caveat that an open-ear format inherently provides less isolation than in-ear models with tips, and these figures will require independent verification. The AirPods 5 also integrate with Apple Intelligence, allowing Siri to query the user’s personal context – such as a recently received message – and respond hands-free. Battery life offers up to 4 hours of listening with ANC for the entry-level model (20 hours with the charging case), while the superior variant extends to 5 hours with ANC. The new AirPods are also designed to be more resistant to rain, sweat, and dust.
Broader Implications and Market Context
This keynote was undeniably momentous, marking a pivotal moment for Apple under its new leadership. John Ternus’s debut as CEO, combined with the launch of the highly anticipated foldable iPhone Duo, signals a confident stride into uncharted territory for the company. The emphasis on advanced on-device AI, particularly with the A20 Pro chip’s ability to run third-party LLMs locally, positions Apple at the forefront of the intelligent device revolution, challenging competitors in both hardware and AI capabilities.
The entry into the foldable market, a segment where Apple has traditionally been a late but impactful entrant, could significantly reshape consumer perceptions and market dynamics. The refined engineering and software integration showcased with the iPhone Duo highlight Apple’s characteristic approach to perfecting existing technologies rather than rushing to market.
Furthermore, the extensive enhancements across the iPhone 18 Pro, Apple Watch, and AirPods demonstrate a holistic ecosystem strategy, where each device is more deeply intertwined with Apple Intelligence. This integration aims to create a more personalized, intuitive, and powerful user experience across all Apple products.
While Apple has faced challenges, including the global RAM crisis which led to significant price increases across its product lines, this keynote projected an image of resilience and forward-looking innovation. The strategic decisions unveiled today aim to reinforce Apple’s market leadership and redefine the standards for mobile technology and artificial intelligence in the years to come. The industry will be closely watching how these new products and the vision of its new CEO will unfold in the competitive technology landscape.
