What happened
Apple held its fall 2026 new product launch event, unveiling the iPhone 18 Pro, iPhone 18 Pro Max, its first foldable phone iPhone Duo, AirPods 5, Apple Watch Series 12, and Apple Watch Ultra 4.
The event showcased a wide price range across new products, with the lowest starting at 999 yuan and the highest reaching 26,499 yuan, a difference of over 25 times.
Pre-orders and release dates vary by product: iPhone 18 Pro series pre-orders begin September 12 at 8 PM with release on September 18; iPhone Duo pre-orders start October 16 at 8 PM with release on October 23; Apple Watch Series 12 pre-orders start September 11 at 9 AM with release on September 18.
Why it matters
The introduction of the iPhone Duo marks Apple's entry into the foldable smartphone market, a significant strategic move that could reshape its product lineup and competitive position.
The substantial price gap between the cheapest and most expensive new items highlights Apple's strategy to cater to both budget-conscious consumers and those seeking premium, high-capacity devices.
The staggered pre-order and release schedules suggest a deliberate rollout plan to manage demand and supply across different product categories.
Key facts
iPhone 18 Pro pricing: 256GB at 9,999 yuan, 512GB at 11,999 yuan, 1TB at 15,499 yuan, 2TB at 20,499 yuan.
iPhone 18 Pro Max pricing: 256GB at 10,999 yuan, 512GB at 12,999 yuan, 1TB at 16,499 yuan, 2TB at 21,499 yuan.
iPhone Duo pricing: 256GB at 15,999 yuan, 512GB at 17,999 yuan, 1TB at 21,499 yuan, 2TB at 26,499 yuan (the highest price at the event).
AirPods 5 starts at 999 yuan; Apple Watch Series 12 starts at 2,999 yuan; Apple Watch Ultra 4 starts at 6,499 yuan.
What to watch next
Consumer response to the iPhone Duo's high price point and foldable design will be a key indicator of market acceptance.
The sales performance of the iPhone 18 Pro series during its pre-order phase could signal overall demand for Apple's latest flagship phones.
Watch for potential supply constraints or delivery delays, especially for the higher-capacity models and the new foldable iPhone Duo.
