Stock Market Today, Sept. 9: Apple Unveils iPhone Duo Foldable and iPhone 18 Pro with AI Upgrades

On September 9, 2026, Apple made its most significant iPhone changes in nearly two decades during its Apple Event in Cupertino, California. The event introduced the first foldable iPhone, the iPhone Duo, the iPhone 18 Pro and Pro Max, AirPods 5, Apple Watch Series 12, and Apple Watch Ultra 4. John Ternus led the event as Apple's new CEO after Tim Cook's departure.

The iPhone Duo features a continuous 7.6-inch display in a thin design, setting it apart from other iPhones. Priced at $1,999, it is the company's most expensive model, with the highest-end version reaching $3,199. Apple also offered a leasing option for the new device. The matte finish on the inner display reduces glare, and the crease in the middle of the screen is barely noticeable.

Apps transition smoothly between screens without lag or interruption, and a Standby feature turns the front screen into a bedside clock when folded.

Although foldable phones already have a presence in the market, Apple's entry could increase mainstream appeal. The iPhone 18 Pro and Pro Max were also unveiled, with improved AI-enhanced Siri, camera functions, longer battery life, and the fastest chip in an iPhone. Prices for these models started at $1,199 and $1,299, $100 more than the previous year. New colors for the iPhone 18, including glacier and burgundy, added to the lineup.

AI took center stage during the event, with Apple positioning the iPhone as the best personal device for artificial intelligence due to its privacy protections. Siri was set to receive advanced AI capabilities. The Apple Watch Series 12 and Ultra 4 received features to assist people with hearing impairments, such as identifying alarms and sirens, a live rewind feature, improved heart-rate sensing, and a readiness score combining activity, vital signs, and sleep data. AirPods 5 introduced enhanced noise cancellation, sound quality, and a live translation feature.

Rising costs for memory and storage prompted Apple to raise prices for Macs and iPads earlier in the year. The iPhone Duo's premium price position reflects Apple's confidence in integrating hardware, software, AI, and brand appeal to transform foldable phones from a niche category into a mainstream product.