Apple has opened a new chapter in its product lineup with one of its biggest September launches yet. At its September 9 “Surprise and Shine” event, the company unveiled its first foldable iPhone, two new Pro phones, upgraded Apple Watch models and the latest AirPods.
The biggest attraction is the new iPhone Duo, which opens from a 5.4-inch outer screen into a 7.6-inch flexible display. Alongside it, Apple introduced the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
For buyers in the UAE and India, Apple has also confirmed local pricing and release dates. The iPhone Duo will arrive a little later than the Pro models, while the new watches and AirPods are set to go on sale on September 18.
Apple iPhone Duo: The First Foldable iPhone
The iPhone Duo is the biggest change to Apple’s smartphone range in years. It uses a book-style folding design, starting with a 5.4-inch external screen and opening into a 7.6-inch flexible display that gives users a much larger working area.
Apple says both screens share the same aspect ratio, so apps, videos and other content scale naturally whether the phone is open or closed. The company is positioning the device as something between a smartphone and a compact tablet.
The iPhone Duo starts with 256GB of storage, going up to 2TB on higher configurations. It comes in Star White and Night Sky and supports Apple Pencil use, which makes it especially interesting for anyone who wants to edit, multitask or work on a larger screen without carrying a separate tablet.
The starting price is $1,999 in the US, Dh8,499 in the UAE and Rs199,900 in India. UAE preorders begin on October 16, and the phone goes on sale on October 23.
iPhone 18 Pro Brings a New A20 Pro Chip
The iPhone 18 Pro is the smaller of Apple’s two new conventional flagship phones. It starts at $1,199 in the US, Dh5,099 in the UAE and Rs134,900 in India, with storage options ranging from 256GB to 2TB.
At its core is Apple’s new A20 Pro chip, built on a 2-nanometre process. It features a six-core CPU, seven-core GPU and dual 16-core Neural Engine, with Apple pointing to faster graphics and improved on-device AI processing.
The phone also gets a 48-megapixel camera system with a variable aperture. Apple has added a larger vapor chamber connected directly to the chip, along with its C2 cellular modem and N1 wireless chip supporting Wi-Fi 7 and Bluetooth 6.
The iPhone 18 Pro suits users who want strong camera performance and high-end processing without moving up to Apple’s largest phone. UAE preorders start September 12, followed by retail availability on September 18.
iPhone 18 Pro Max Targets Power Users
The iPhone 18 Pro Max shares many of the core technologies found in the smaller Pro model but comes in a larger form factor. It starts at $1,299 in the US, Dh5,499 in the UAE and Rs144,900 in India.
It also runs on the A20 Pro chip and offers the same upgraded 48-megapixel camera system, with storage going up to 2TB. Its larger display and battery-focused design make it a better fit for people who spend a lot of time watching videos, gaming or creating content.
The Pro Max will be open for UAE preorders from September 12 and reach stores on September 18. Buyers choosing between the two Pro phones will mostly be weighing size, battery needs and how comfortable they are handling a bigger device.
Apple Watch Series 12 Adds Health Features
Apple’s mainstream smartwatch has also picked up a major update. The Apple Watch Series 12 starts at $399 in the US, Dh1,599 in the UAE and Rs56,900 in India.
One of its main additions is a new Health Sensing System paired with a daily Readiness Score. The feature looks at recent activity, training load, sleep and other health measurements to produce a score from 0 to 10, along with guidance like “Recover” or “Go For It.”
Apple has also upgraded heart-rate monitoring, ECG and blood oxygen tracking, while improving charging and overall processing. The Series 12 is built for everyday users who want health, fitness, notifications and workout features without the more rugged design of the Ultra range.
The smartwatch is open for preorder now and is scheduled to go on sale September 18.
Apple Watch Ultra 4 Gets More Outdoor Features
The Apple Watch Ultra 4 is Apple’s premium rugged smartwatch, built for users who need more outdoor-focused features. It starts at $799 in the US, Dh3,199 in the UAE and Rs89,900 in India.
The watch has a titanium body, sapphire crystal display and WR100 water resistance. Apple has also added satellite communication capabilities for situations where users find themselves outside regular cellular coverage.
The Ultra 4 runs on the new S11 chip with a quad-core Neural Engine and brings AI-supported Siri features right to the wrist. It also gets improved health sensing, heart-rate tracking, GPS functions and battery performance.
The watch is aimed at runners, hikers, divers and other outdoor enthusiasts. Preorders are already open, with retail availability starting September 18.
AirPods 5 Start at Dh549 in the UAE
Apple’s newest earbuds are the most affordable new product announced at the event. AirPods 5 start at $129 in the US, Dh549 in the UAE and Rs14,900 in India.
A version with a Wireless Charging Case starts at $179 in the US, Dh629 in the UAE and Rs17,900 in India. The new models bring improved audio processing and tighter integration with Apple’s wider ecosystem.
Apple has also added active noise cancellation on the upgraded version, along with support for Live Translation when paired with compatible Apple Intelligence features. The earbuds also get an improved transparency mode and an IP57 water-resistance rating.
AirPods 5 are open for preorder now and are scheduled to reach stores on September 18.
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Apple September 2026 Launch: Prices and Release Dates
| Product | UAE Starting Price | India Starting Price | Preorder | Sale Date |
|---|---|---|---|---|
| iPhone Duo | Dh8,499 | Rs199,900 | Oct. 16 | Oct. 23 |
| iPhone 18 Pro | Dh5,099 | Rs134,900 | Sept. 12 | Sept. 18 |
| iPhone 18 Pro Max | Dh5,499 | Rs144,900 | Sept. 12 | Sept. 18 |
| Apple Watch Series 12 | Dh1,599 | Rs56,900 | Now | Sept. 18 |
| Apple Watch Ultra 4 | Dh3,199 | Rs89,900 | Now | Sept. 18 |
| AirPods 5 | Dh549 | Rs14,900 | Now | Sept. 18 |
| AirPods 5 + Wireless Charging Case | Dh629 | Rs17,900 | Now | Sept. 18 |
What Apple Did Not Launch
Despite all the focus on new iPhones, Apple did not introduce the regular iPhone 18 at the September 9 event. The company instead put its spotlight on the two Pro models and the new foldable iPhone Duo.
Some Apple Intelligence and Siri features may also roll out later or come with different availability depending on language, country or region. Availability rules can differ in the European Union too.
Prices, storage options, colours, carrier financing and trade-in offers can vary between markets, so buyers should confirm the final configuration and local terms directly with Apple before placing an order.