Apple opens theJohn Ternus era with an iPhone that folds and a price tag that pushes the cost of its smartphones even higher. Yesterday, September 9, at the Steve Jobs Theater in Cupertino, the new CEO led the “Surprise and Shine” event, presenting iPhone Duo, iPhone 18 Pro e Pro Max, AirPods 5 e Apple Watch Series 12 e Ultra 4A range crossed by the new Apple Intelligence features, with the phone always at the center of the digital experience imagined by the company.
The most awaited news was and has been the first Apple foldable, which when closed resembles a passport and when opened brings the iPhone experience closer to that of a small tablet. But what is most striking, besides the change in format, is the priceIn Italy, iPhone Duo will start at 2.369 euros and will reach 3.869 € in the most spacious configuration. The entry-level prices of the new Pros have also increased, both being €150 more expensive than their predecessors.
For Ternus, who took over from Tim Cook on September 1st while the latter assumed the executive presidency, the debut thus coincides with one of the tmore ambitious transformations of Apple's flagship product. “iPhone Duo represents the most profound change in iPhone history since the original model,” said the new CEO.
iPhone Duo, Apple's first foldable phone, is nearly 4 euros.
The long-awaited foldable iPhone has arrived and the most surprising thing is the price, that reaches 3.869 euros for the 2 TB version. Prices start from 2.369 euros for the 256 GB model, going up to 2.619 euros for the 512 GB model and 3.119 euros for the 1 TB model. Pre-orders in Italy will open on October 16th at 14 pm, with available from October 23rd in the colors of starry white and night sky.
Apple thus enters the foldable market, already dominated by Samsung, Motorola and Google. From closed, Duo reminds of a passport, with a 5,4-inch display; when opened, it offers a 7,6-inch display. Both feature ProMotion and 3.000 nits of peak brightness, while the internal nano-texture finish reduces reflections and the visibility of the crease. The body is made of titanium, is IP68 water and dust resistant, and unlocking is via side Touch ID. The format brings the iPhone closer to the experience of an iPad. Split View It allows you to place two apps or two windows of the same application side by side, with an interface that adapts to the opening and orientation of the phone. Support for Apple Pencil USB-C on both screens.
The two 48-megapixel rear cameras can also be used for selfies, previewing them on the external display. The internal FaceTime camera stays hidden under the display when not in use, and the phone, when partially open, allows for hands-free video calls. Videos reach 4K Dolby Vision at 120 frames per second. The chip 2-nanometer A20 Pro, coupled with a vapor chamber, promises sustained performance up to 35 percent faster than the iPhone 17 Pro. According to Apple, the dual batteries provide up to 31 hours of video playback on the internal display and 44 hours on the external display, with a 50 percent charge in about 20 minutes via cable. Duo will come with iOS 27.1 and will use eSIM exclusively.
iPhone 18 Pro and Pro Max, more versatile camera and rising prices
The price increase also affects traditional smartphones. iPhone 18 Pro The 256GB model starts at €1.489, while the Pro Max costs at least €1.639. Both models are €150 more expensive than the previous generation, despite the rising cost of memory. The new 2TB model will cost €2.989 and €3.139, respectively. Pre-orders will begin on September 12th, and sales on September 18Four colors available: black, silver, glacier, and the new burgundy.
The main photographic novelty is variable aperture on the 48-megapixel FusionA six-blade aperture regulates the amount of light reaching the sensor and depth of field, with automatic operation or four manually selectable settings. New Pro controls also allow you to adjust shutter speed and white balance, alongside a histogram for evaluating exposure. Smart Focus Tracking Tracks moving subjects, even when they leave and re-enter the frame. Cinema effects can be applied post-shoot to movies at up to 60 fps, time-lapse transitions to 4K Dolby Vision HDR, and Audio Mix improves vocal handling by adding music isolation. It also debuts Apple Reference Image, designed to compare a photograph with an unalterable reference version. In dedicated mode, the data signed by the sensor is processed through Private Cloud Compute. The Photos app then allows you to place the reference alongside the final image to identify any changes.
Even the Pros adopt A20 Pro, with a vapor chamber that triples the surface area. Apple claims a 40% increase in sustained performance compared to the previous generation. The Dynamic Island is smaller and can display three real-time activities simultaneously. In terms of battery life, the company claims up to 36 hours of video playback for the Pro and 45 hours for the Pro Max in the eSIM-only versions, which feature larger batteries. The Pro can reach 50% charge in about 15 minutes via cable. The range of accessories has also been updated, with matching cases, shoulder straps, and a new wrist strap.
Apple Intelligence is growing, but Italy will have to wait for Siri AI.
The vision presented by Ternus assigns the iPhone the role of the hub of personal artificial intelligence, capable of connecting information, applications, and devices. "The product that best embodies this intelligent hub is the iPhone," explains the new Apple CEO.
With iOS 27, available starting September 14, Apple Intelligence extends its capabilities across applications. In Safari, Notify Me monitors web pages and notifies you of changes like a price drop or a product being back on sale. Shortcuts can be built by describing the desired action by voice or text. The Photos app gets new tools for editing composition and framing, while Image Playground can produce photorealistic images. SynthID support is also planned to help recognize content generated or retouched with AI.
La new Siri AI It will be able to search personal information in Mail and Messages, interpret what's displayed on the screen, and perform actions within apps. However, the launch will be limited. The beta will start in English on September 14th. French, Japanese, Korean, Portuguese, and Spanish will be added in October. Italian remains excluded From this first extension, and initially, Siri AI will not be available on iPhones in the European Union.
AirPods 5, noise cancellation across the range
Then comes the new generation of headphones. With the AirPods 5 Active noise cancellation becomes standard, maintaining the open design without earbud tips. Apple claims they can reduce external noise by up to 50 percent more than AirPods 4 with ANC, thanks to a new acoustic architecture and updated algorithms. Adaptive EQ has been revamped, while Adaptive Audio adjusts the balance between noise cancellation and ambient sound. Conversation Detection lowers the volume when the user starts speaking.
The headphones introduce real-time translation powered by Apple Intelligence, subject to language and region availability and pairing with a compatible iPhone. You can also interact with Siri using head gestures.
I Italian prices They start at €149 and go up to €169 with the wireless case. This latest version adds volume control on the stem and, according to Apple, offers up to five hours of listening time with ANC enabled, which increases to 22 hours when the case is charged. Pre-orders began yesterday, with availability starting September 18th.
Apple Watch Series 12 and Ultra 4 get more health data and new audio features
News on the watch front too. The new ones Apple Watch Series 12 e Ultra 4 They focus on more frequent readings and updated guidance throughout the day. The S11 chip powers redesigned optical and electrical sensors, with heart rate measurement every five seconds and heart rate variability checks up to every five minutes. These metrics, along with sleep and training load, power Readiness, a score from zero to ten that provides guidance on effort and changes based on new readings.
Series 12 will be available in 42 and 46 millimeter sizes, with a new version in pearl white or midnight blue ceramic. Apple claims up to 24 hours of battery life and a 15-minute charge capable of providing up to 12 hours of use. Ultra 4 The battery life is rated at 50 hours, or 84 hours in Battery Saver mode. For outdoor workouts, Extended Workout offers up to 25 hours with full GPS and heart rate tracking; Max Extended Workout reaches 45 hours for activities like running and hiking, maintaining GPS tracking every second. With watchOS 27, Workout Buddy will be able to provide motivational guidance even without an iPhone nearby, in English and Spanish. The case will be available in natural or black titanium, accompanied by new translucent silicone Ocean Bands.
Audio Intelligence arrives on both, with features to recognize sounds like sirens, alarms, and a baby's crying. Live Rewind and Siri Recap are expected to enter beta later this year. The former will transcribe the last 15 seconds of a conversation; the latter will produce a summary of the key moments. Activation is up to the user, and according to Apple, the audio is processed in an isolated area of the chip and immediately discarded.
The end of the year is also expected Health app renewal, initially in US English, with a Longevity section and a Health Age indicator, which will correlate certain parameters with chronological age. The two watches are available for pre-order starting September 9th and will arrive in stores on September 18th. The US prices announced start at $399 for the Series 12 and $799 for the Ultra 4.
Many news, therefore, for Apple at the beginning of the Ternus era. The most ambitious bet remains the iPhone Duo, called upon to transform curiosity for the first Apple foldable into purchases. However, the weight will be prohibitive price for many, starting from €2.369 for the 256 GB version. It remains to be seen how many will be willing to spend that much for what Apple presents as the most profound transformation of the iPhone since the first model unveiled by Steve Jobs.
