Top-of-the-line iPhone 18 Pro and 18 Pro Max in unusual body colors, the iPhone Duo with a foldable internal display and a high price, the Watch Series 12 and Watch Ultra 4 smartwatches, and the AirPods 5 wireless headphones, in two versions — that's what Apple showcased at its main presentation of the year. In addition, John Ternus, the company's new CEO, who recently took over from Tim Cook, assumed the role of lead presenter.

The presentation opened with a video shot on an iPhone, as well as a welcome speech from John Ternus, Apple's new CEO. The executive had succeeded Tim Cook quite recently, on September 1.

iPhone 18 Pro and 18 Pro Max

The devices are available in four body colors: blue, black, silver, and dark red. The latter is officially called "Burgundy." The material is the same — aluminum.

The devices are initially configured to work with Siri AI. The AI system, for example, can be set up so that it launches certain apps on its own and performs simple tasks for the user. For instance, automatically sending pre-written emails. Overall, the description of AI capabilities matches what the manufacturer demonstrated at the WWDC conference several months ago with the first showing of iOS 27.

Judging by the displayed image of languages that will soon be supported, Siri AI will not speak Russian — in any case, Apple has no such plans until the end of the year.

The new iPhone 18 Pro is 8.75 millimeters thick and weighs 211 grams, while the Pro Max, at the same thickness, weighs 249 grams. The phones, as before, are protected to the IP68 standard and feature 6.3-inch and 6.9-inch screens for the Pro and Pro Max, respectively.

The devices are based on the A20 Pro chip. It consists of six cores: two more powerful and four energy-efficient. The former are about 20% faster than those in the A19 Pro. The video cores — seven in total — are collectively up to 40% faster than those in last year's chip. An improved cooling system with a vapor chamber is also claimed.

Battery life has also been improved — though, as usual, battery capacities were not disclosed. Nevertheless, the company claims the iPhone 18 Pro can last up to 24 hours on a single charge, and the 18 Pro Max up to 30 hours. In addition, wired charging has been sped up: the new devices go from zero to 50% in 15 minutes.

The new devices are equipped with updated main photo sensors with a variable aperture — f/1.48-f/4.0. They are designed to help with improved shooting in low-light conditions. The resolution of the modules remains the same: three 48 MP sensors.

The proprietary Camera app now also lets you adjust white balance by ISO. It also includes a histogram function and shutter speed control. Finally, AI-powered tracking focus is also included.

In addition, the smartphones feature hidden watermarks that are applied to photos in an encrypted format. As the engineers explain, this is done so you can check whether a photo sent by another user is real or generated using a neural network.

The smaller Dynamic Island is also a highlight. It now supports up to three simultaneously active apps (instead of the current two).

In the US, the iPhone 18 Pro starts at $1,199 (256 GB version), and the iPhone 18 Pro Max (256 GB) at $1,299. Pre-orders will be available starting Saturday, September 12. Purchases in first-wave countries will begin on September 18.

AirPods 5

The updated earbuds feature, according to Apple itself, up to 50% more powerful noise cancellation. Transparency mode has also been improved. The headset works with Siri AI and also supports a "live translation" feature.

However, with active ANC mode, the new model lasts four hours on a single charge (and up to 20 hours with the charging case).

In the US, the AirPods 5 are priced at $129. However, there is also an improved modification priced at $149. The latter features a case that supports wireless charging. Its features include battery life of up to five hours (and up to 22 with the case) and the ability to control playback by swiping on the earbud's stem.

Sales begin on September 18.

Watch Series 12 and Watch Ultra 4

The new smartwatches, like the company's other devices of the current model year, are designed to work with Apple's AI assistant. In addition, they are equipped with a new sensor that more accurately tracks the user's physical metrics. For example, it is claimed that the sensor receives heart rate data up to 60 times more often — once every five seconds.

Watch Series 12

All this has made it possible to introduce features that essentially come down to more detailed training of a person’s overall condition. In the Health app, they promise recommendations from Siri AI based on the data coming from the watch’s sensors.

The Watch Series 12 and Ultra 4 will also have an Audio Recognition mode for voice recognition. For example, the user can double-press the crown to have the watch record speech and produce a text transcription of it via AI. The watch will also be able to alert its owner by vibration about certain external sounds, such as sirens.

Watch Ultra 4

Siri Recap creates excerpts with important (apparently, in its opinion) information that the user heard during the day. Apple assures that the devices do not store data, and Recap can be configured to work only at certain hours of the day.

The watches — both regular and Ultra — run on the new S11 chip. Battery capacity was traditionally not disclosed, but it is stated that the Watch Series 12 will last up to 24 hours without charging, and the Ultra 4 up to 48 hours.

Apple will not only make the usual aluminum versions of the Watch Series 12, but will also bring back versions with a ceramic case, including in pearl and dark blue color options.

Prices in the US: Watch Series 12 — from $399, Watch Ultra 4 — from $799. Sales start on September 18.

iPhone Duo

The most anticipated announcement of the entire presentation, as insiders predicted, was the company’s first smartphone with a foldable internal screen. It was named iPhone Duo.

Out of stock

Out of stock

The device’s body is made of polished titanium and has IP68 protection. Particularly interesting: the internal front camera is hidden under the display so that it is not visible when the panel is on. Moreover, the smartphone can be used even in a not fully unfolded form — roughly as in the frame below. Then the interface will adapt to the user depending on the specific application.

The external screen has a diagonal of 5.4 inches, the internal one — 7.6 inches. The company also announced support for the Apple Pencil stylus. There is no Face ID facial recognition system in the device, but instead Touch ID is built into the power button on the side.

The phone is available in two body colors: silver and dark blue. When closed, the iPhone Duo is 11.3 millimeters thick; when open, 5.2 millimeters. Weight is 254 grams. The Camera Control button has been retained. Because of this, the volume buttons, when looking at the device in its closed form, have moved to the top edge.

Also: iOS 27 for iPhone Duo supports running two apps simultaneously on the internal display. Moreover, you can open in two parallel windows placed side by side not only different programs but also the same one — say, a browser.

The company adds: the iPhone Duo uses a certain “nanotexture” coating on the inner panel. This is partly why, along with the hinge, the crease in the center of the display is (supposedly) almost invisible.

The chip is the A20 Pro, and there is also a vapor chamber. It is said that the device performs up to 35% more stably under load compared to the iPhone 17 Pro. The modem is proprietary, the Apple C2.

On a single charge, the smartphone is claimed to last up to 24 hours without a power outlet. But again, the exact battery capacity — or rather, the capacity of the two batteries used in both “halves” of the device — is not disclosed. MagSafe is on board. Also: it appears there is no version of the device with physical SIM cards — regardless of country, users are offered eSIM.

The main camera consists of two modules, each 48 MP (standard + ultrawide). The selfie camera on the external display has a resolution of 12 MP. However, you can also take selfies with the main modules, using the external panel as a viewfinder.

One of the variations of the official case with a kickstand.

Sales will begin later, only on October 23. The price in the US starts at $1,999 (256 GB). However, there are also configurations with storage up to 2 TB — that one is priced at $3,199.

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