At the “Surprise and shine.” event held on 10 September Japan time, Apple announced new products including its first foldable iPhone, iPhone Duo. The company also introduced AirPods 5 and new Apple Watch models, and touched on pricing in the Japanese market.
At the “Surprise and shine.” event, Apple announced its first foldable iPhone, the “iPhone Duo.” It features a 5.4-inch outer display and a 7.6-inch inner display, allowing users to use different screen sizes when the device is closed and open. The 256GB model is priced at $1,999, or ¥364,800 in Japan. Pre-orders are scheduled to begin at 9 p.m. on 16 October, with sales set to start on 23 October.
iPhone 18 Pro and iPhone 18 Pro Max newly feature the “A20 Pro” processor. Their 48-megapixel main cameras use a variable-aperture mechanism. The aperture blades open and close to adjust the amount of light entering the camera, improving image quality in both dark and bright environments.
AirPods 5 will be available in 2 models, a standard version and a version with a wireless charging case, and both support ANC. The standard model is priced at ¥23,800, while the version with the charging case costs ¥27,800. Pre-orders will begin on 10 September, with sales starting on 18 September.
Apple Watch Series 12 features the new S11 processor and upgraded health sensors, improving heart-rate measurement accuracy and the ability to assess recovery status. It also includes “Audio Intelligence,” an AI feature that detects sounds and sends notifications. Ultra 4 features Siri AI and sound-detection capabilities and is scheduled to go on sale on 18 September.
In Japan, the price of the iPhone 18 Pro has increased by approximately ¥40,000 from the previous generation. Pricing reflects the difference from US prices and the impact of the weaker yen. The foldable Duo and advances in the Pro’s camera are expected to be the main areas of focus.