Apple held its fall presentation on September 9, 2026 and showed one of the biggest changes to the iPhone lineup in recent years. The main novelty was the iPhone Duo - the company's first foldable smartphone. Along with it, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5, and also confirmed the release date of iOS 27 and other operating systems.
For buyers, this presentation is important for three reasons. First, Apple entered the segment of foldable smartphones, which was previously dominated by Android manufacturers. Second, the Pro models received a noticeable emphasis on the camera, autonomy, performance and Siri AI. Third, some of the functions directly depend on the region, language, device model and launch date, so before buying it is worth looking not at the headlines, but at the real limitations.
As of the date of preparation of the material, Apple has announced US dollar prices, pre-order deadlines, and the first waves of sales. There is no official hryvnia price for Ukraine in the company's press releases, and the availability of individual Apple Intelligence and Siri AI features depends on the language, country, and compatible device.
What Apple showed in the fall of 2026
Apple's fall presentation was built around the premium segment. The company did not introduce the basic iPhone 18 as part of this announcement, but showed more expensive models and devices that are supposed to strengthen the ecosystem: a phone, a watch, headphones, and an updated Siri.
Main new products:
iPhone Duo — the first foldable iPhone;
iPhone 18 Pro;
iPhone 18 Pro Max;
Apple Watch Series 12;
Apple Watch Ultra 4;
AirPods 5;
iOS 27, watchOS 27 and other system updates;
Siri AI and new Apple Intelligence features.
In fact, Apple has made a bet on two directions: a new form of the iPhone and more deeply embedded artificial intelligence. This is visible in smartphones, watches, and AirPods: the devices do not work separately, but as parts of a single system with personal context, voice control, privacy, and functions for everyday scenarios.
iPhone Duo: the first foldable iPhone
The iPhone Duo is the most notable new feature of the presentation. When unfolded, the smartphone has a 7.6-inch internal display, and when closed, a 5.4-inch external screen. Apple positions the device as a format for viewing content, gaming, multitasking, taking notes, video calling, and working with multiple applications.
When closed, the outer display provides 90% of the screen area of the iPhone 18 Pro, and when open, the inner screen is 50% larger than the iPhone 18 Pro Max display. Both screens support ProMotion, Always On, and peak brightness up to 3,000 nits.
Who is the iPhone Duo for?
The iPhone Duo makes sense for those who want a single device instead of a “smartphone plus compact tablet” bundle. Its logical scenarios are reading documents, taking notes, working with mail, video calling, viewing presentations, split screen, gaming, editing short videos, and taking photos with preview on the external display.
For the average user who needs messaging, a camera, banking, social media, and navigation, the iPhone Duo may be overkill. It's more expensive, more complex, and will require more careful handling than the classic iPhone. For those who have been waiting for a foldable iPhone in the Apple ecosystem, this is the biggest hardware argument for upgrading.
iPhone Duo body, hinge, and cameras
Apple claims the iPhone Duo will feature a titanium body, a hinge with over 100 components, Ceramic Shield on the back, Ceramic Shield 2 on the front, and IP68 dust and water resistance. The internal display has a nano-texture coating that reduces glare and should make the crease less noticeable.
The cameras are also adapted to the foldable format. The iPhone Duo has a 48-megapixel main Fusion camera, a 48-megapixel ultra-wide camera, macro photography, a front Center Stage camera, and additional scenarios for shooting with two displays. For example, a person in the frame can see themselves on the external screen, while the user can shoot with the main cameras.
iPhone 18 Pro and iPhone 18 Pro Max: main changes
iPhone 18 Pro and iPhone 18 Pro Max received the A20 Pro chip, a new cooling system, an updated Dynamic Island, a variable aperture of the main camera, Siri AI support, Apple Reference Image and longer battery life. Both models are available in black, silver, glacier and burgundy. Pre-orders start on September 12, sales in the first wave - September 18.
Prices in the US start at $1,199 for the iPhone 18 Pro and $1,299 for the iPhone 18 Pro Max. Both models come in 256GB, 512GB, 1TB, and 2TB configurations.
Variable aperture camera
The iPhone 18 Pro's main camera features a 48-megapixel Fusion sensor with variable aperture. This is the first iPhone where Apple has given physical control over the aperture: six blades change the opening through which light enters the sensor. In practice, this means more control over depth of field, group photos, night shots, and creative scenarios.
For professional users, Apple has added Pro controls to the Camera app. There you can control aperture, shutter speed, white balance and histogram more quickly. For video, it is now possible to apply Cinematic effects after shooting to 60 fps clips, and Time-lapse now supports 4K and Dolby Vision HDR.
Apple Reference Image and the fight against photo fakes
Apple Reference Image is one of the most exciting features for journalists, photographers, bloggers, and anyone who works with visual content. In Reference mode, the camera stores signed sensor data, and Private Cloud Compute generates an unchanging reference image. It can be compared to the main photo in Photos and understand whether changes have been made. Apple also mentions metadata and future support for SynthID to identify AI-generated or edited images.
This is important in a market where images are increasingly being altered by artificial intelligence. But the feature doesn’t eliminate the need for editorial verification, context, sources, and digital hygiene. It adds another technical layer of trust, rather than turning any photo into absolute proof.
A20 Pro, cooling and battery life
The A20 Pro is built on a 2-nanometer process. Apple claims 50% more memory bandwidth than the A19 Pro, a 6-core CPU, a 7-core GPU that's up to 40% faster than its predecessor, and a Dual 16-core Neural Engine with 32 cores for AI and computational photography.
The new vapor chamber thermal module has three times the surface area of the iPhone 17 Pro and delivers up to a 40% increase in stable performance. This is important for gaming, video shooting, editing, long-running AI tasks, and working in hot conditions.
According to Apple, eSIM-only versions of the iPhone 18 Pro offer up to 36 hours of video playback, and the iPhone 18 Pro Max offers up to 45 hours. The iPhone 18 Pro can charge to 50% in about 15 minutes wired or to 50% in 30 minutes wirelessly. Actual battery life will vary depending on network, brightness, gaming, camera, navigation, and battery health over several years of use.
Siri AI and iOS 27: What's changing
iOS 27 is available as a free update on September 14. Apple Intelligence also launches with iOS 27 for supported devices and languages. Siri AI launches in beta on September 14 for supported devices in English; French, Japanese, Korean, Portuguese, and Spanish are expected to be added in October.
Siri AI should work with personal context: messages, emails, photos, screen content, and app actions. Apple also emphasizes privacy: some processing happens on the device, and more complex queries can use Private Cloud Compute.
An important nuance for Ukraine: Ukrainian is not included in the list of languages for Apple Intelligence and Siri AI at launch. Also, some features may not be available in certain regions due to local regulations, language requirements, or technical limitations.
Apple Watch Series 12: new health sensors
Apple Watch Series 12 features a new Health Sensing System, the S11 chip, more frequent heart rate and HRV measurements, Readiness score, an updated Health app, Audio Intelligence, and watchOS 27. The watch is available in 42mm and 46mm sizes, in aluminum, titanium, and ceramic versions. In the US, the price starts at $399, and sales begin on September 18.
Apple says the Series 12 measures heart rate every 5 seconds throughout the day, and HRV up to 24 times more frequently. The Readiness Score assesses activity, training load, vital signs, and sleep, then provides a score from 0 to 10 with a recommendation for the day.
However, such features should be approached with caution. Apple explicitly states that the Vitals app is intended for wellness purposes, not medical use. The Apple Watch can help you see trends, but it is not a substitute for a doctor, diagnosis, or medical opinion.
Apple Watch Ultra 4: for sports, autonomy and navigation
Apple Watch Ultra 4 also received Health Sensing System and S11, more frequent heart rate and HRV measurements, Readiness score, new Audio Intelligence features, watchOS 27 and improved autonomy. For daily use, Apple claims up to 50 hours of operation, in Low Power Mode - up to 84 hours, and in outdoor training modes - up to 25 or 45 hours depending on the settings.
The Ultra 4 is aimed at running, hiking, long workouts, navigation, active sports and scenarios where a more durable case, larger screen and battery life are needed. Apple also claims the most accurate on-device GPS among sports watches, based on its own testing in difficult urban conditions.
The Apple Watch Ultra 4 price in the US starts at $799. The model is available in natural titanium and black titanium, and sales begin on September 18 in the first wave of countries.
AirPods 5: noise cancellation in a more affordable model
AirPods 5 feature open-back active noise cancellation, a new acoustic architecture, Adaptive EQ, improved Transparency mode, Siri AI, head gestures for Siri responses, Live Translation, and two versions: a basic one for $129 and a model with a Wireless Charging Case for $149. Sales start on September 18 in the US and over 65 countries and regions.
Apple says the ANC in AirPods 5 cancels out up to 50% more ambient noise compared to AirPods 4 with ANC. The version with the wireless case also gets a swipe on the foot for volume control and up to 5 hours of playback with ANC on, up to 22 hours with the case.
For the buyer, the main issue is the fit. The open format is convenient for those who do not like silicone tips, but the quality of noise cancellation and bass in real life depends on the shape of the ear, fit, noise level and usage scenario. Therefore, AirPods 5 is worth testing in person if the headphones are purchased for transport, the office or long calls.
What is important for Ukrainian buyers?
First, Apple has listed official prices in US dollars. The Ukrainian retail price may differ due to exchange rates, taxes, logistics, warranty terms, store markup, and release date in Ukraine.
Second, Ukraine was not named by Apple among the countries in the first wave of iPhone 18 Pro and iPhone 18 Pro Max sales. Apple listed over 65 countries and regions for the launch on September 18, and the second wave with 20 additional countries for September 25.
Third, the iPhone Duo is released later than the Pro models: pre-orders open on October 16, sales start on October 23 in over 70 countries and regions. The price in the US starts at $1,999.
Fourth, Siri AI and Apple Intelligence are not equally available to all users. At launch, Siri AI has limitations on languages, regions, compatible devices, user age, and daily limits for certain server functions.
What to choose: iPhone Duo or iPhone 18 Pro
The iPhone Duo is worth looking at for those who want a big screen in a pocket-sized form factor. It's a model for multitasking, documents, notes, content, travel, presentations, reading, video calling, and those who want the first foldable iPhone.
The iPhone 18 Pro is a more rational choice for those who need a top-notch camera, high performance, a more compact body, and fewer compromises in everyday wear. The iPhone 18 Pro Max is logical for those who want the largest screen in a classic format and maximum autonomy.
Practical selection scheme:
you need the largest screen and a foldable format — iPhone Duo;
a more compact flagship is needed — iPhone 18 Pro;
you need autonomy and a large screen without a hinge - iPhone 18 Pro Max;
the main goal is camera and video - iPhone 18 Pro or Pro Max;
the main purpose is notes, reading and multitasking - iPhone Duo;
The budget is limited - it is better to wait for prices in Ukraine and compare with the iPhone 17, iPhone Air or previous Pro models.
Why Apple's 2026 presentation is important for the market
The iPhone Duo's launch marks the shift of foldable smartphones from a niche category to the premium segment. IDC estimates that foldable smartphones will account for 2.2% of global smartphone shipments in 2026, but their revenue share will be higher at 6.9%. IDC also believes that the iPhone Duo opens up a new high-end tier for Apple, with products priced below the market's expected price point.
Counterpoint Research predicts that cumulative shipments of foldable smartphones by the end of 2026 will exceed 100 million units for the entire existence of the category, and Apple could gain about 25% of the global foldable smartphone market in 2026.
That is, the iPhone Duo is not a mass budget product. It is an image and strategic model that should show how Apple sees the future of the iPhone: a larger screen, new application scenarios, more AI features, and deeper integration with services.
Is it worth updating after this presentation?
An upgrade makes sense if your current iPhone no longer holds the battery, does not support the necessary Apple Intelligence features, copes poorly with the camera, games or work tasks. For owners of the iPhone 15 Pro, iPhone 16 Pro or iPhone 17 Pro, the transition to the iPhone 18 Pro should be evaluated based on specific needs: a camera with a variable aperture, autonomy, A20 Pro, Apple Reference Image, Siri AI and new cooling.
The iPhone Duo is a different story. It's not worth buying because it's the "new iPhone," but because of the need for a compact form factor. If the large internal screen really replaces your tablet or makes your work easier, the model may be justified. If you need the phone for classic tasks, the iPhone 18 Pro Max may be more practical.
With the Apple Watch Series 12, the update is most interesting for those who actively track heart rate, HRV, sleep, workouts, and recovery. The Ultra 4 is more suitable for athletes, hikers, and those who want longer battery life. The AirPods 5 look like a strong upgrade for users of the basic AirPods who missed ANC but didn't like the in-ear format of the Pro.
Conclusion
Apple's fall 2026 presentation was important due to the appearance of the iPhone Duo - the first foldable iPhone. This is the most expensive and boldest novelty of the event, which opens a new format for the Apple ecosystem. Along with it, the iPhone 18 Pro and iPhone 18 Pro Max received stronger cameras, A20 Pro, new cooling, improved autonomy, Apple Reference Image and Siri AI.
Apple Watch Series 12 and Ultra 4 shift the focus to more frequent measurements, Readiness score, Audio Intelligence, and longer battery life. AirPods 5 make active noise cancellation more accessible in an open format. iOS 27 and Siri AI add a software dimension to the presentation, but some features are region, language, and compatibility dependent.
For a Ukrainian buyer, the main questions are the release date, the real price in hryvnias, warranty, eSIM support, availability of Siri AI in Ukrainian, and the difference between official and “gray” deliveries. Before buying, it is worth waiting for local prices and checking which functions will work in your region and with your language.
FAQ
What did Apple show at the presentation on September 9, 2026?
Apple introduced the iPhone Duo, iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, AirPods 5, and also confirmed the launch of iOS 27, watchOS 27, and Siri AI.
What is iPhone Duo?
The iPhone Duo is the first foldable iPhone. It features a 7.6-inch internal display, a 5.4-inch external screen, a titanium body, a hinge with over 100 components, the A20 Pro, Apple Pencil support with USB-C later this year, and a starting price of $1,999 in the US.
When will iPhone 18 Pro sales start?
Pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max in the first wave of countries begin on September 12, 2026, and sales begin on September 18. The second wave of 20 countries is scheduled for September 25.
How much does the iPhone 18 Pro cost?
In the US, the iPhone 18 Pro starts at $1,199, and the iPhone 18 Pro Max starts at $1,299. Both models are available in 256 GB, 512 GB, 1 TB, and 2 TB configurations.
When will the iPhone Duo be released?
Apple opens pre-orders for the iPhone Duo on October 16, 2026, and sales in the first wave of countries are scheduled to start on October 23.
When will iOS 27 be released?
iOS 27 will be available as a free update starting Monday, September 14, 2026. On the same day, Apple launches Apple Intelligence for supported devices and languages.
Will Siri AI be Ukrainian?
As of the date of writing, Apple has not listed Ukrainian among the languages initially supported by Apple Intelligence or Siri AI. Siri AI is launching in beta in English, with French, Japanese, Korean, Portuguese, and Spanish expected to be added in October.
What is interesting about the iPhone 18 Pro camera?
The iPhone 18 Pro received a 48-megapixel Fusion Main camera with variable aperture, Pro controls, updated Photographic Styles, 4K Time-lapse in Dolby Vision HDR, and Apple Reference Image for photo authentication.
What's new in Apple Watch Series 12?
Apple Watch Series 12 received a Health Sensing System, S11, heart rate measurement every 5 seconds, much more frequent HRV measurement, Readiness score, Audio Intelligence, new cases, and a starting price of $399 in the US.
How are AirPods 5 different from previous models?
AirPods 5 received active noise cancellation in an open format, Adaptive EQ, improved Transparency mode, Siri AI support, Live Translation, a version with a wireless case and volume control by swiping on the stem. Prices in the US are $ 129 and $ 149 depending on the case.
