The iPhone lineup introduced a new chapter with Apple’s first foldable device, the “iPhone Duo.” Alongside the latest addition includes the iPhone 18 Pro and iPhone 18 Pro Max, AirPods 5, and Apple Watch Series 12. The new products were introduced during the tech company’s Apple Event on Sept. 9 in Cupertino, California.
Apple’s new era
Apple entered a new chapter in its leadership on Sept. 1, as John Ternus officially taking over as the company’s Chief Executive Officer (CEO).
Ternus, who previously served as Apple’s senior vice president of Hardware Engineering, was named Tim Cook’s successor earlier this year following a unanimous decision by the company’s Board of Directors.
The new CEO brings 25 years of experience into the role, leading Apple’s hardware engineering organization. His background makes him the first Apple CEO since Steve Jobs to come from a hands-on engineering career. Cook described his successor as having “the mind of an engineer, the soul of an innovator, and the heart to lead with integrity and honor.”
At the helm of a company valued at roughly $4 trillion, Ternus now faces a new set of challenges, including Apple’s unfinished artificial intelligence (AI) strategy and an evolving product roadmap. Among the products awaiting his leadership is the company’s first foldable iPhone, marking a new direction for one of Apple’s most iconic product lines.
Future Unfolds
The iPhone Duo marks Apple’s first step into foldable smartphones, combining a compact design with the largest iPhone display developed. It features a 7.6-inch inner Super Retina XDR display and a 5.4-inch outer display, both with ProMotion and up to 3,000 nits of peak outdoor brightness.
Powered by the A20 Pro chip, iPhone Duo delivers pro-level performance with improved thermal management and an all-day dual-battery system. Its 48MP Dual Fusion camera system also introduces new ways to take photos and videos, including the use of its outer display as a preview for selfies and hands-free shots.
Running on iOS 27, the foldable iPhone introduces new multitasking features such as Split View and more personalized assistance from Apple Intelligence and Siri AI. Available in Star White and Night Sky, iPhone Duo will be available in 256GB, 512GB, 1TB, and 2TB storage options, priced at ₱159,990, ₱175,990, ₱207,990, and ₱254,990, respectively.
Peak Performance
The iPhone 18 Pro and iPhone 18 Pro Max push Apple’s latest Pro lineup with major upgrades in camera capabilities, performance, battery life, and artificial intelligence. Powered by the new A20 Pro chip, the devices feature a 6-core Central Processing Unit (CPU), 7-core Graphics Processing Unit (GPU), and Dual 16-core Neural Engine, delivering faster performance and greater on-device AI capabilities.
One of the biggest upgrades comes to the camera system: a new 48MP Fusion main camera featuring variable aperture—a first for an iPhone. It also delivers significant improvements in battery life. Both devices support faster wired charging, with the iPhone 18 Pro being able to reach 50 percent charge in around 15 minutes under Apple's testing conditions.
Running on iOS 27, the new iPhones also introduce Siri AI, bringing more personalized and conversational interactions through Apple Intelligence. The iPhone 18 Pro and Pro Max are available in 256GB, 512GB, 1TB, and 2TB storage capacities, and come in *Black, Silver, Glacier, and a new Burgundy finish. The iPhone 18 Pro starts at ₱94,990, while the iPhone 18 Pro Max starts at ₱99,990.
Limitless Listening
The AirPods 5 introduce major improvements in audio, noise cancellation, and intelligent features, offering Apple’s best open-ear listening experience yet. They feature Apple’s best-class Active Noise Cancellation (ANC), removing up to 50 percent more external noise than AirPods 4 with ANC, alongside an improved Transparency Mode. Additionally, this model also features an all-new multiport acoustic architecture and next-generation Adaptive EQ, delivering richer and more detailed sound.
For longer listening, AirPods 5 with Wireless Charging Case provide up to five hours of playback with ANC on a single charge and up to 22 hours with the case. AirPods 5 start at ₱9,490, while the model with a Wireless Charging Case starts at ₱10,990.
Redefined Fitness
The Apple Watch Series 12 brings major advancements in health, fitness, and intelligence with its all-new Health Sensing System and S11 chip. It offers Apple’s most accurate heart rate sensing, with heart rate measurements taken every five seconds and more frequent heart rate variability (HRV) tracking.
One of its biggest additions is the new readiness score, which analyzes recent activity, sleep, and health data to help users understand their capacity for the day. The watch also introduces new Audio Intelligence features, including Live Rewind and Siri Recap, while Siri AI brings more personalized assistance directly to the wrist through watchOS 27.
The Apple Watch Series 12 is available in aluminum, titanium, and ceramic finishes, with aluminum models featuring the tougher Ceramic Shield 2. Apple Watch Series 12 starts at ₱28,990.
Apple’s iOS 27 and watchOS 27 launched on September 14, alongside the beta release of Siri AI. The iPhone 18 Pro, iPhone 18 Pro Max, and AirPods5 launch today, Sept 18, while the iPhone Duo opens pre-orders on Oct. 16 and launches on Oct. 23.
