Apple recently held its first major launch event under the leadership of new CEO John Ternus, showcasing a foldable iPhone and other AI-integrated consumer tech. This event, happening on September 9, 2026, marked a significant moment as it was the first since former CEO Tim Cook stepped down after a 15-year tenure at the company.
Ternus, who has been with Apple since 2001, emphasized the teamwork behind the products during the presentation, which drew parallels to Steve Jobs’ style. Cook even appeared in a humorous video, playfully passing the spotlight to Ternus.
Among the highlights was the newly introduced iPhone Duo. This foldable device features a 7.6-inch display, touted as Apple’s largest yet, and is priced starting at $1,999. It’s notable for being the first of its kind from Apple, entering a market primarily led by Android alternatives. The manufacturing process incorporated AI algorithms to ensure the precise alignment of its folding mechanism, which consists of over 100 tiny components.
Leander Kahney, editor at Cult of Mac, remarked on the Duo’s potential to be popular due to its balance of size and performance, especially for gaming and productivity. The device’s camera also received a positive nod, with Kahney highlighting an innovative selfie feature that automatically captures photos when people are grouped together.
Pre-orders for the iPhone Duo commence on October 16, with an official release on October 23.
Ternus also focused on the Apple ecosystem during the event, stressing how products like the Apple Watch, iPad, and iPhone complement each other. Kahney noted the importance of AI across these devices, enhancing their functionality and integration.
Among the new launches were the AirPods 5, which feature advanced noise cancellation and hands-free Siri capabilities, starting at $129. The Apple Watch Series 12 now includes improved sensors that monitor heart rate and more, beginning at $399.
AI was a central theme throughout the event, with Ternus stating that the iPhone is ideally designed as a personal hub powered by AI. He emphasized the iPhone’s ability to understand user context, mentioning how personal intelligence enhances user experience while maintaining data privacy. Kahney pointed out the watch’s new live rewind feature, which helps summarize conversations, indicating Apple’s smart approach to enhancing existing products without the need for entirely new ones.
