Here are the biggest announcements from today’s Apple tech event
Apple’s Fall Event Introduces iPhone 18, Foldable iPhone Duo and a New Era Under John Ternus
Wertynews.com – Apple used its annual fall product showcase on Wednesday to reveal a new generation of iPhones, including the company’s first foldable handset, as John Ternus took center stage in his first major event as chief executive. Ternus succeeded longtime Apple leader Tim Cook earlier this month, giving the presentation added significance for customers, investors and the wider technology industry.
The company’s announcements focused on the iPhone 18 family, expanded artificial intelligence features and the debut of the iPhone Duo. The foldable model starts at $1,999, placing it at the premium end of Apple’s smartphone range and signaling the company’s entry into a product category already pursued by rivals such as Samsung.
iPhone 18 pricing, performance and availability
Apple introduced the iPhone 18 as its newest mainstream smartphone line, with higher prices than earlier generations. The company linked part of that increase to the worldwide shortage of memory chips. The iPhone 18 begins at $1,199, while the iPhone 18 Pro Max carries a starting price of $1,299. The previous iPhone 17 range was priced from $799 to $1,999, depending on the model.
Sales of the new devices are scheduled to begin on Sept. 12. Buyers will be able to choose among black, silver, glacier blue and burgundy finishes. Ternus described burgundy as a “sophisticated and unique new color.”
At the core of the new phone is Apple’s A20 chip. The processor has a six-core CPU layout, including two newly designed super cores. Apple said the design can make the smartphone as much as 20% faster, an improvement intended to support both everyday performance and increasingly demanding on-device features.
AI features arrive with a privacy emphasis
A central part of Apple’s message was the growing role of Apple Intelligence, its artificial intelligence system. Ternus said the iPhone 18 will offer additional AI capabilities while continuing to prioritize customer privacy. When possible, Apple Intelligence will handle work directly on the device rather than sending information elsewhere for processing.
For requests requiring more computing power, Apple plans to use its private cloud computing infrastructure. The approach is meant to extend privacy protections beyond the device while providing access to larger-scale computing resources.
“When greater capability is needed, private cloud compute extends that same level of privacy protection, ensuring that nobody, not even Apple, can access what’s yours. It’s personal intelligence that’s actually personal,” Ternus said.
The emphasis addresses a key concern for people evaluating AI-powered phones: whether useful automated tools require them to give up control over private data. Apple’s strategy presents AI as a feature designed to work closely with personal devices while maintaining protections around the information those devices hold.
The iPhone Duo Brings Apple Into Foldable Phones
The event’s most notable hardware introduction was the iPhone Duo, Apple’s first foldable iPhone. The device starts at $1,999 with 256 GB of storage and will be sold in star white and night sky. Pre-orders open Oct. 16, with shipping set to begin Oct. 23.
Ternus said the iPhone Duo has the biggest display ever offered on an Apple phone. Folded shut, it is roughly passport-sized. The concept is intended to combine a compact phone format with a larger screen that can be used when the device is opened.
“We started with the experience that we wanted for ourselves — a larger display that feels as natural and intuitive as iPad,” Ternus said. “Then we brought together thoughtful design with breakthrough engineering in a way only Apple can, and the result is a series of remarkable innovations that we believe will redefine the experience of using a foldable phone.”
For shoppers, the iPhone Duo creates a new option between a conventional smartphone and a tablet. Its price also makes clear that it is positioned as a high-end product rather than an entry-level alternative. The $2,000 price point is similar to Samsung’s foldable model, Melissa Otto, head of research at S&P Global Visible Alpha, said.
Dan Ives, partner and analyst at Yorkville Ives & Co., said the launch could represent an important hardware opportunity for Apple.
“We believe the foldable could be a major hit for Apple, and this is the right time to go after the new hardware chapter under Ternus,” Ives said. “Long overdue and the right timing to go after the golden installed base.”
A Defining Presentation for Apple’s New CEO
The showcase also served as an early indication of how Ternus plans to present Apple’s future. Taking over a company with a long record of consumer technology success offers major advantages, but it also creates substantial expectations. Apple’s previous leadership established a high standard for product execution, global scale and monetization.
Dipanjan Chatterjee, an analyst at Forrester, said Ternus faces both opportunity and pressure in the role.
“John Ternus inherits perhaps the most successful consumer technology juggernaut in modern times. That is both a boon and a burden for him. Tim Cook’s perfected execution, scale, and monetization set a high bar, and Ternus must extend that run,” Chatterjee said.
Otto described the event as being in line with expectations. She said the foldable phone is compelling, while Apple’s focus on AI and security could appeal to users. The remaining question is whether the additions will provide enough motivation for consumers to replace existing phones.
That question will shape the response to Apple’s new lineup. Faster chips, privacy-centered AI and a large-screen foldable design offer distinct reasons to consider an upgrade, but the higher prices mean buyers will likely weigh those features carefully against the phones they already own.
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