Everything announced at the Apple Surprise and Shine event

Apple held its Surprise and Shine event on September 9, 2026, at the Steve Jobs Theatre in Cupertino. The event marked the debut of John Ternus as Apple's CEO, following Tim Cook's transition to executive chairman. The company unveiled several new products, starting with the iPhone Duo, their first foldable phone. The Duo features a 7.6-inch inner display and a 5.4-inch outer display, both with Super Retina XDR panels and up to 3,000 nits of peak brightness.

It comes in Star White and Night Sky colors and offers storage options from 256GB to 2TB, with prices starting at $1,999 and rising to around $3,199 for the top storage version. Pre-orders begin on October 16, and the phone launches on October 23.

Following the iPhone Duo reveal, Apple showcased the iPhone 18 Pro and iPhone 18 Pro Max. Both devices run on the A20 Pro chip, a first-generation chip built on a 2-nanometer process, offering improved performance and efficiency. The standout camera upgrade is the 48MP main lens with a true variable aperture, a first for any iPhone.

The Dynamic Island now shrinks in size and can display up to three Live Activities simultaneously. Both phones also feature a redesigned cooling system, a larger vapor chamber, and improved battery life with up to 45 hours of video playback for the Pro Max and around 30 hours for the Pro model. In terms of design, both models introduce burgundy as a new color option alongside black, silver, and glacier.

Storage capacity has increased to 2TB for both models, with a starting price of $1,199 for the iPhone 18 Pro and $1,299 for the iPhone 18 Pro Max, both priced $100 higher than last year's models. Pre-orders launch on September 12, with sales set to begin on September 18.

Notably, Apple did not release a standard iPhone 18 this year. Instead, the company plans to introduce the standard iPhone 18, a new iPhone 18e, and an iPhone Air 2 in spring 2027. This decision suggests a shift in Apple's product release strategy, with premium models like the iPhone 18 Pro and Pro Max being unveiled in the fall and mainstream models following in the spring.

Apple aims to manage component costs and distribute demand more effectively with this approach. In the meantime, the iPhone 17 continues to serve as Apple's mainstream option, and price reductions may occur as the newer models enter the market. Apple also unveiled the Apple Watch Series 12, which runs on the new S11 chip and introduces a Health Sensing System designed for more accurate tracking.

The watch now measures heart rate every five seconds, a significant improvement from previous models. Additionally, a new feature called Readiness provides real-time insights into your health status.