Everything Apple actually announced at its September event, and the one thing it didn't

Apple held its September hardware keynote at Apple Park, the first led by John Ternus, who became CEO on September 1 after Tim Cook moved into the role of executive chairman. Five products across three categories were announced. Below is the complete breakdown, including full specifications, since a headline alone doesn't tell you what you're actually paying for.

The iPhone Duo

Apple's first foldable device, officially named iPhone Duo rather than the widely rumored "iPhone Ultra," is a book style foldable with a 7.6 inch inner display and 5.4 inch outer display. It uses Touch ID built into the side button instead of Face ID, a design constraint tied to fitting biometric hardware behind a folding, laminated screen. Apple Pencil (USB-C) support is confirmed but arrives later via a software update, not at launch.

iPhone Duo full specifications

iPhone 18 Pro and iPhone 18 Pro Max

The iPhone 18 Pro starts at $1,199 and the iPhone 18 Pro Max at $1,299, each $100 more than their iPhone 17 Pro predecessors, an increase Apple tied to rising global memory component costs. Apple simultaneously raised prices $100 on the iPhone 16, iPhone 17, iPhone 17e, and iPhone Air, and discontinued the iPhone 17 Pro and iPhone 17 Pro Max. Apple did not release a standard iPhone 18 at this event; that model, along with a second generation iPhone Air, has been pushed to a spring 2027 window.

Both Pro models are the first iPhones to ship with a physical variable aperture on the main camera, and both retain Face ID, now using an under-display sensor rather than the notch or Dynamic Island cutout housing used in prior generations, alongside a smaller Dynamic Island for secondary alerts.

iPhone 18 Pro and iPhone 18 Pro Max full specifications

Specification figures for battery capacity vary slightly across early third-party spec trackers depending on physical SIM versus eSIM configuration; the ranges above reflect that split rather than a single disputed number.

Apple Watch Series 12

Apple Watch Series 12 runs on a new S11 chip built with CPU, GPU, and Neural Engine components derived from the A20 Pro, giving it meaningfully more on-device AI processing headroom than previous generations. It introduces Audio Intelligence, including a Siri Recap feature that can summarize meetings from audio notes the user chooses to capture, launching in beta later this year in English only. Apple stated explicitly that these audio features do not create or store audio recordings.

Apple Watch Series 12 full specifications

Note: rumors ahead of the event predicted Touch ID and a blood-glucose sensor for Series 12. Neither materialized in Apple's actual announcement; treat any coverage describing either feature as inaccurate for this generation.

Apple Watch Ultra 4

Apple Watch Ultra 4 shares the new S11 chip and Audio Intelligence features with Series 12, and Apple held its price steady at $799 rather than the increase some analysts had predicted. The case dimensions are unchanged from Ultra 3, at 49 by 44 by 12mm, despite pre-event rumors of a thinner redesign.

Apple Watch Ultra 4 full specifications

What wasn't announced

No Mac hardware appeared at this event. Apple had already announced the new Mac mini, with M6 and M5 Pro chip options, the week before via press release, separate from the September 9 keynote. Widely rumored Mac updates, including an M6 MacBook Pro and a redesigned, touchscreen MacBook Pro, remain expected later in 2026 or in 2027, but neither was shown, previewed, or referenced on stage at this event. Any coverage describing an M6 MacBook preview at this specific keynote is describing something that did not happen here.

Also absent: a new Apple Watch SE. Reporting ahead of the event did not point to one, and none appeared alongside Series 12 and Ultra 4.

The tecMAMBO take

The headline product was always going to be the foldable, and it delivered a genuinely new Apple product category for the first time since the Apple Watch. But the more consequential story from this keynote might be the price increases sitting quietly next to it. Apple absorbing part of a real memory cost spike into its own margin rather than passing all of it to buyers is a deliberate signal about how the company wants to be seen navigating a supply constrained year, and it's a story that will matter more over the next several quarters than any single product announcement does.

It's also worth noting what Apple chose not to change. Watch Ultra 4 keeping an identical case to its predecessor, and Series 12 shipping without the rumored Touch ID or blood-glucose sensor, suggests a company being more conservative with its wearables lineup this cycle than the rumor mill expected, putting its actual engineering effort into the chip, the AI features, and the foldable instead.