Apple event live: iPhone Duo, iPhone 18 Pro & watches announced

Primary Journalistic Dispatch & Direct Reporting

Apple ( AAPL ) unveiled its first foldable phone, the iPhone Duo , and a slew of product updates at its annual fall event at its Cupertino, Calif., headquarters today. Newly minted CEO John Ternus , who took over from Tim Cook on Sept. 1, hosted the keynote.

Duo features a passport-like design that opens and closes like a book. Up front, the device sports a 5.4-inch display. Open the phone to reveal a massive 7.6-inch display that's ideal for watching movies, playing games, doing work, and multitasking.

When unfolded, Apple says the Duo is its thinnest iPhone yet. Pricing starts at $1,999.

In-Depth Developments & Factual Context

The company also unveiled its i Phone 18 Pro and 18 Pro Max . The phones have a similar look and feel to last year's 17 Pro and Pro Max, but get faster A20 Pro processors with improved CPUs, GPUs, and neural engine upgrades for running everything from games to AI models.

The batteries are also updated, with the 18 Pro getting 24 hours of charge and the iPhone 18 Pro Max getting 30 hours.

They also come with a variable mechanical aperture for better control of light and depth.

Industry Impact & Strategic Analysis

Apple also showed off its latest Apple Watch Series 12 and Ultra 4, as well as AirPods 5.

Creative Strategies CEO and principal analyst Ben Bajarin expects demand for Apple's new iPhone Duo will be "very high" once consumers get their hands on the new tech.

"We think they're going to sell all they can make," Bajarin said. "I do think there will be a huge swing of demand for iPhone Duo. I think the software here is one of those things that really shines with Apple's vertical integration. Yes, the hardware is good, there are good other foldable hardwares, but I think the software really is where they differentiated this with the animations."

Forward Outlook & Market Perspective

Bajarin noted that at a roughly $2,000 price point, the iPhone Duo is expensive, "but not as expensive as rumored."

At that level, Bajarin predicts Apple will be able to grab 20% to 25% of the foldable smartphone market with its new offering.

That's nowhere near the scale of the iPhone 18 and iPhone 18 Pro, but still a "good chunk of the market," he noted.

Apple's first foldable is here. The iPhone Duo marks the biggest redesign of the company's most important products and one of its most ambitious devices to date.

It's also pretty fun to use. I got to try out the Duo for a few fleeting moments following Apple's keynote at its headquarters in Cupertino, Calif., and was surprised to see how smoothly the whole package came together.

Thanks to its passport-like design, the book-style foldable sat nicely in my hand when closed. The 5.6-inch front display is as clear and crisp as you'd expect from an iPhone.

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