苹果公司预计于加州库比蒂诺的新品发表会上正式亮相首款折叠手机 iPhone Duo，售价自 2,000 美元起跳，最高规格上看 3,000 美元；该机型采用宽幅设计、搭载 A20 Pro 晶片与自研 C2 数据机晶片，支援 Apple Pencil 及多工处理，旨在重塑创新声誉并作为身份象征。此外，这场活动也是 9 月 1 日刚接任执行长职位的约翰·特纳斯（John Ternus）首度登台阐述公司未来愿景，其前任提姆·库克则转任执行董事长并在台下观礼。
除了折叠机外，常规旗舰 iPhone 18 Pro 与 Pro Max 虽延续经典直立外观与新增勃艮第红配色，但相机规格迎来大幅升级，大尺寸机型将配备机械可变光圈以提升景深控制与暗光拍摄表现，同时缩小动态岛并提升多工即时活动显示上限；然而受到记忆体晶片短缺成本压力影响，两款 Pro 系列机型售价皆调涨 100 美元，苹果拟透过升级租赁计划与电信商换机补贴来减轻消费者的价格冲击。
配件方面，新款 Apple Watch Series 12 与 Ultra 4 主要聚焦于深度健康监测与续航力强化，推出全新的 Readiness 应用程式以抗衡 Oura 等竞争对手，并具备保护隐私的日常活动与对话摘要功能，Series 12 亦重新迎回陶瓷材质表壳；而耳机产品线则迎来具备更强降噪能力的入门级 AirPods 5，原定搭载环境相机感测器的高阶入耳式款式则延期至明年推出。
Apple is set to introduce its first foldable smartphone, the iPhone Duo, starting at $2,000 and reaching up to $3,000 at its Cupertino product launch, featuring a short-and-wide form factor, the A20 Pro chip, an in-house C2 modem, Apple Pencil support, and iPad-like multitasking to restore its image as a market innovator. The event also marks the global debut of John Ternus as CEO following his succession of Tim Cook on September 1, with Cook now observing from the audience as executive chairman while Ternus presents his vision for the tech giant.
The flagship iPhone 18 Pro and Pro Max will retain their signature form factor alongside a new burgundy red finish, featuring major camera enhancements such as a mechanical aperture on the larger variant for superior depth-of-field and low-light photography, as well as a refined, smaller Dynamic Island capable of showing three live tasks simultaneously; however, driven by memory supply constraints, both models will see a $100 price increase, which Apple aims to soften through lease programs and carrier trade-in promotions.
Apple Watch Series 12 and Ultra 4 will emphasize advanced health metrics and battery longevity, incorporating a new Readiness app to challenge wearables like Oura and Whoop alongside privacy-centric daily AI conversation summarization, while also reviving the ceramic case option on Series 12; meanwhile, the audio lineup will be updated with the affordable AirPods 5 featuring significantly improved noise cancellation, though advanced camera-equipped models have been delayed until next year.