The Foldable iPhone and Price Increases: What Apple Announced at Its New Device Launch Event

Apple held its biggest new product launch of the year. The highlight was Apple's first foldable iPhone—the iPhone Duo—a tablet-like device that allows users to run multiple apps at the same time.

"The new smartphone has the largest screen yet, but it still fits easily in your pocket," announced John Turnus, who took over as Apple's CEO last week, at the event. The iPhone Duo is about the size of a passport and has both an internal and an external screen.

According to estimates by the research firm IDC, the price of the foldable iPhone will start at $2,200, The Wall Street Journal reports. The company has not yet announced the price of the new iPhone at the presentation.

In addition to the iPhone Duo, the company also unveiled updated versions of the iPhone 18 Pro and Pro Max in new colors—blue (“glacier”) and burgundy—at the event, — introduced a new Siri with built-in artificial intelligence, improved smartphone cameras, the latest iPhone chip, and the new AirPods 5.

Apple also announced price increases for its new smartphones: amid a global shortage of components, particularly memory chips—the starting price for the iPhone 18 Pro will be $1,199, which is $100 more than last year’s iPhone 17 Pro, notes CNBC. The iPhone 18 Pro Max will also start at $1,299—$100 more than the previous model.

This price increase isn't as steep as some analysts and market participants had feared, who had speculated that Apple might incur losses on the sale of these devices due to rising component costs, notes The Wall Street Journal.

Apple's stock, however, fell 1% during trading on September 9.

This article is being updated

This article was AI-translated and verified by a human editor