Apple unveils first foldable iPhone and new watch series at event

Apple finally did the thing. At its September 9 event held at Apple Park in Cupertino, the company revealed its long-rumored foldable iPhone, a device that represents the most dramatic rethinking of the iPhone’s physical design in nearly a decade.

The foldable iPhone, widely expected to carry the “iPhone Ultra” or “iPhone Duo” branding, features a book-style design with a 5.5-inch cover display that opens up to a tablet-sized 7.6 to 7.8 inches. Starting at roughly $2,000, with higher storage configurations pushing close to $3,000, Apple is making no attempt to position this as a mass-market device.

A new era, a new CEO

The event carried extra weight because it served as the first major product launch under CEO John Ternus, who took the reins from Tim Cook just a month earlier. Ternus, a hardware engineering veteran who spent years leading the development of Apple’s devices, now gets to put his stamp on the company’s direction.

Beyond the headline device, Apple also introduced the iPhone 18 Pro and iPhone 18 Pro Max at the event. Notably absent were the standard iPhone 18 models, which have been pushed to 2027.

The foldable iPhone packs dual 48-megapixel rear cameras and supports the Apple Pencil, a first for the iPhone product line. The device also incorporates a magnetic hinge mechanism. Sales are expected to begin in October 2026, though initial supply is projected to be limited.

Playing catch-up, Apple style

There’s no getting around the fact that Apple is late to this party. Samsung launched its first Galaxy Fold back in 2019. Chinese manufacturers like Huawei and Xiaomi have been iterating on foldable designs for years. Google shipped the Pixel Fold in 2023. Apple showing up in late 2026 makes it one of the last major smartphone makers to enter the category.

The last time Apple introduced an entirely new iPhone form factor was the iPhone X in 2017, which killed the home button and introduced the now-ubiquitous notch design.

On the wearable side, Apple unveiled the Apple Watch Series 12 and Apple Watch Ultra 4. Both models reportedly ship with upgraded chipsets and enhanced health monitoring capabilities.

The $2,000 question

At $2,000, the foldable iPhone sits in rarefied territory, even by Apple’s standards. Analysts suggest Apple is deliberately targeting the premium segment with this approach, aiming to capture consumers who view cutting-edge technology as a status symbol.

Limited initial availability could mean that even consumers willing to spend $2,000 or more won’t be able to get their hands on the device right away.

The delayed standard iPhone 18 models are worth watching too. Pushing the mass-market lineup to 2027 suggests Apple may be rethinking its traditional annual release cadence, at least for its entry-level devices.

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