Apple New Releases 2026

Apple once again did what millions of people around the world look forward to every year: it unveiled its latest devices, and for a few hours, the entire tech world focused on a single stage. However, this time, Apple’s presentation was far more than a typical September update. The biggest surprise of the “Surprise and Shine” event, held on September 9, 2026, was Apple’s first foldable smartphone - iPhone Duo. It was joined by the iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5. So, what new features did Apple introduce this time, and which device is set to have the biggest impact on the development of the company’s ecosystem?

iPhone Duo: the first foldable iPhone

For years, rumors had been circulating online about what Apple’s foldable iPhone would be like. Yesterday, the wait finally came to an end. When folded, the device works as a compact smartphone with a 5.4-inch external display, while unfolding it reveals a large 7.6-inch internal screen. This format allows the iPhone Duo to function both as a regular smartphone and as a work device resembling a small tablet. Apple has paid particular attention to multitasking. The large display makes it possible to work with several apps at the same time, while the device also supports Apple Pencil.

From a technical perspective, the Duo features the A20 Pro chip and up to 2TB of internal storage. Apple has also introduced a more efficient cooling system, which is especially important for a device with a large display and high performance.

The iPhone Duo is available in two colors: White (Star White) and Dark Blue (Night Sky). This color selection complements the device’s minimalist and premium design.

iPhone Duo price

Apple, to put it mildly, did not try to surprise users with affordability: the starting price of the iPhone Duo is $1,999, making it the most expensive iPhone in the company’s history. But this is not simply another iPhone. Apple is entering the foldable smartphone market and attempting to redefine the category in its own way.

iPhone 18 Pro and iPhone 18 Pro Max: taking the Pro experience even further

If the foldable iPhone was the biggest surprise of the presentation, the iPhone 18 Pro and iPhone 18 Pro Max are Apple’s main flagship models. Both smartphones are powered by the new A20 Pro chip and feature significant camera upgrades. This year, Apple placed particular emphasis on photography and video recording. The new Pro models feature a variable-aperture camera, allowing users to control the amount of light more precisely and achieve better results in different shooting conditions. Apple has also introduced new AI-powered tools for photo editing. The iPhone 18 Pro Max also stands out with longer battery life, offering up to 45 hours of video playback, according to the stated specifications.

The iPhone 18 Pro and iPhone 18 Pro Max are available in four colors: Black, Silver, Ice Blue, and the new rich Burgundy. This bold new shade stands out in particular, giving the smartphone a more expressive and premium appearance.

Prices start at $1,199 for the iPhone 18 Pro and $1,299 for the iPhone 18 Pro Max. Once again, Apple positions the Pro lineup as the choice for users who want maximum performance, advanced camera capabilities, and a large display.

Apple Watch Series 12: the smartwatch gets even smarter

The Apple Watch Series 12 also took its place among Apple’s latest releases. The new generation features the S11 chip and updated health-monitoring sensors. The watch can monitor heart activity more frequently and provide users with additional health-related data. Apple has also introduced a new “Health Age” feature, which uses various health indicators to estimate a person’s biological age. As a result, Apple Watch is gradually moving beyond the concept of simply being a “smartwatch” and becoming more of a constant companion for health and fitness monitoring.

The Apple Watch Series 12 comes with a wider range of color options. Aluminum versions are available in Dark Bronze, Black, Light Gold, and Space Gray, while titanium models come in Radiant Gold and Natural Titanium.

Apple Watch Ultra 4: when a regular Apple Watch isn’t enough

While the Series 12 is primarily designed for everyday use, the Apple Watch Ultra 4 is Apple’s more rugged and professional option. It features the same new-generation technological foundation, advanced health-monitoring capabilities, and improved battery life. According to Apple, the watch can provide up to 45 hours of extended workout tracking. The starting price is $799. This model is particularly appealing to people who actively participate in sports, travel frequently, or simply want Apple’s most durable and long-lasting smartwatch.

AirPods 5: more affordable, now with noise cancellation

Apple introduced AirPods 5, and the company made another interesting move here. One of the key features of the new earbuds is Active Noise Cancellation (ANC). According to Apple’s official information, the new AirPods 5 offer up to 1.5 times more effective Active Noise Cancellation compared with the previous generation of Apple wireless earbuds. This is particularly interesting because Apple has brought Noise Cancellation to the more affordable AirPods category. In addition, the new generation features an updated acoustic architecture, improved sound quality, and even deeper integration with the Apple ecosystem. The starting price of AirPods 5 is $129. With this move, Apple is aiming to make ANC not just a feature reserved for Pro models, but an option available to a wider audience.

What was Apple’s main message?

If the entire presentation could be summed up in one sentence, the picture becomes quite clear. Yesterday, Apple did more than simply introduce new devices — the company showed how it envisions the next stage of its technological development.

• iPhone 18 Pro continues to evolve the familiar flagship smartphone concept.

• Apple Watch Series 12 and Ultra 4 go even deeper into the world of health and fitness.

• AirPods 5 raise the bar for what users can expect from standard wireless earbuds.

• And iPhone Duo opens an entirely new category for Apple.

Apple New Releases in Armenia

Apple’s newly announced devices will initially become available in international markets, while the official and local launch dates in Armenia may vary. The availability of the new models will also depend on import and supply timelines. As soon as the new devices become available in Armenia, you can follow their prices and availability on AllSell.