Surprise and Shine: Apple’s September 2026 Launch Event
Apple’s September event is here.
Apple’s September event has happened. On 9 September, Apple confirmed the iPhone 18 Pro and Pro Max, new Apple Watch models, and a product Apple has never made before: the foldable iPhone Duo.
We’ve covered what was actually announced, and what it changes for businesses running Apple devices at scale.
This page will be updated live as new products are announced. See below for the latest, and sign up to the Dr Logic newsletter to get the good stuff directly into your inbox.
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John Ternus’s first keynote as CEO
John Ternus took to the stage for his first keynote as Apple’s CEO on 9 September, having succeeded Tim Cook on 1 September. True to form, he used the moment to introduce new hardware rather than dwell on the leadership change itself.
→ Read our full analysis of Ternus’s first keynote
The iPhone Duo
Apple confirmed its first foldable iPhone, officially named iPhone Duo, opening to a continuous display across two screens. It carries an IP68 dust and water resistance rating, matching Apple’s standard flagship durability and ahead of Samsung’s equivalent foldable on the same measure, a genuine answer to durability concerns that have followed the entire foldable category. It works only with the USB-C Apple Pencil, not Apple Pencil Pro, and ships with iOS 27.1 rather than the initial iOS 27 release.
UK pricing starts at £1,999, rising to £3,199 at 2TB. Pre-orders open 16 October, with devices arriving 23 October, a separate and later schedule than the rest of the lineup.
For businesses considering it, the confirmed durability rating is reassuring, but real-world hinge performance under daily business use will only become clear with time in the field. A pilot group before wider rollout remains the sensible approach.
→ Read our full iPhone Duo analysis
Apple Watch Series 12
Apple confirmed the Apple Watch Series 12, built around the new S11 chip, with upgraded health sensors and a new ceramic case option.
Eight new health and fitness features arrived alongside three “Audio Intelligence” features, plus new finishes and bands.
→ Read our full Apple Watch 12 analysis
AirPods
Apple confirmed AirPods 5, with active noise cancellation now standard across the range and improved audio quality.
UK pricing is £119 standard, or £139 with the Wireless Charging Case, a change from previous generations where ANC itself was the paid upgrade.
→ Read our full 2026 Airpods analysis
iOS 27
Apple confirmed iOS 27 ships Monday 14 September, ahead of new hardware reaching customers on 18 September.
Apple also confirmed a daily usage limit on Siri AI, with a paid “expanded access” tier for businesses wanting more.
For IT teams running managed Apple estates, the earlier-than-expected release date shortens the practical window to validate DMS (formerly MDM) profiles and Siri AI restrictions before the update lands fleet-wide.
→ Read our full iOS 27 analysis
iPhone 18 Pro: The Star of the Show
The iPhone 18 Pro and Pro Max headlined the event, built around Apple’s new A20 Pro chip, the first 2nm chip in any smartphone. Both models now include a variable-aperture camera, previously expected to be a Pro Max exclusive.
The Pro Max carries the longest battery life of any iPhone to date, at up to 45 hours. UK pricing starts at £1,199 for the Pro and £1,299 for the Pro Max, both up £100 on last year’s models, running to £2,399 and £2,499 at 2TB. Pre-orders open 12 September, with devices arriving 18 September.
For a business fleet, the practical question is less about the spec sheet and more about budget: the price increase changes the maths on a straightforward refresh cycle, and it’s worth reviewing before committing to bulk orders.
→ Read our full iPhone 18 Pro analysis
Apple Watch Ultra 4
The Apple Watch Ultra has become Apple’s premium watch for people who want something larger, tougher and more capable.
The fourth-generation Ultra is expected to continue that approach, with improvements to performance, battery life and outdoor features.
We’ll see how it compares with the standard Apple Watch and whether Apple has found any new reasons to wear the bigger one.
→ Read our full Apple Watch Ultra analysis
Apple Intelligence
Apple confirmed a daily usage limit on Siri AI within iOS 27, with an “expanded access” tier available for an additional fee.
For any business building workflows around Apple Intelligence rather than treating it as a background feature, this is worth checking against actual usage patterns before assuming unlimited access at the standard tier.
→ Read our full Apple Intelligence analysis