Late on 10 September, Apple announced a new lineup of iPhones, AirPods 5, and Apple Watch models. The foldable smartphone iPhone Duo was also unveiled for the first time, presenting the product lineup as a whole.
The event saw the introduction of the iPhone 18 Pro and iPhone 18 Pro Max, along with the foldable iPhone Duo. AirPods 5 and Apple Watch Series 12/Ultra 4 were also announced, presenting the lineup of hardware and new features.
iPhone 18 Pro/Pro Max are evolutionary models that retain the basic design of their predecessors while upgrading performance. Prices for the entry-capacity models have increased, with the 256GB model priced at ¥219,800 in Japan. The design follows the conventional form factor, while the camera and processor have been upgraded.
The 256GB iPhone Duo starts at ¥364,800, making it more expensive than the iPhone 18 Pro. However, it does not include features such as a telephoto camera or LiDAR, and does not support Face ID, instead incorporating iPad-like UI elements. Its display consists of two screens, an external 5.4-inch screen and an internal 7.6-inch screen, with similar aspect ratios.
AirPods 5 adds ANC even to the standard model, along with audio-related processing features such as Live Rewind and Siri Recap. Apple announced the Apple Watch Series 12 and Ultra 4, highlighting an overhaul of health sensing and new features such as “Readiness.”