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CROSS-SPECTRUMBROAD COVERAGE

Apple unveils new CEO and debut foldable iPhone Duo alongside refreshed lineup

Apple announced its first foldable iPhone Duo and new iPhone 18 Pro models at the first event led by new CEO John Ternus.

Apple’s leadership transition was highlighted as former CEO Tim Cook handed the reins to former hardware VP John Ternus, who launched the company’s first foldable phone, the iPhone Duo, priced from $1,999 and built with a titanium frame, a 5.3-inch outer screen and a 7.7-inch interior display, powered by the A20 Pro chip and equipped with dual 48-megapixel rear cameras and Touch ID in the power button. The event also showcased the iPhone 18 Pro and iPhone 18 Pro Max, both using the A20 Pro processor, offering a variable-aperture main camera, 36-45 hours of video playback and 15-minute 50% fast wireless charging, priced at $1,199 and $1,299 respectively, with pre-orders starting September 12.

Apple refreshed its wearables with the Apple Watch Series 12 and Ultra 4, adding high-frequency heart-rate LEDs and optional ambient audio transcription, while the AirPods 5 introduced active noise cancellation, adaptive sound and Siri AI chat. The company did not reveal any base-model iPhone, Vision Pro, iPad or new Mac at the event.

How this was covered

  • Centrist coverage is the most divided on this story
  • Coverage peaked at 17 outlets in a single hour

Why it matters

The launch marks Apple’s first foldable phone and a leadership change, indicating a new strategic direction for the company.

How this story developed

  1. Aug 24 Apple to unveil $2,000-plus foldable iPhone Ultra at September event
  2. Aug 27 The September 9 event will be the first major public appearance of new CEO John Ternus.
  3. Aug 30 Apple confirmed a prototype stylus for the foldable iPhone but said it probably will not be available at the September 9 event.
  4. Sep 5 John Ternus circulated an opening memo to employees emphasizing the upcoming September 9 launch.
  5. Sep 7 UK retailers reduced the iPhone 17 Pro’s price by £100.
  6. Sep 8 Apple will host its “Surprise and Shine” keynote on September 9, introducing the iPhone 18 series, the inaugural foldable iPhone Ultra, and updates to its Watch, AirPods and home devices.
  7. Sep 9 John Ternus made his first public appearance as Apple’s chief executive at the September keynote.
  8. Sep 9 Apple unveiled the foldable iPhone at the September 9 event with a base price of $2,000.
  9. Sep 9 The event, dubbed “Surprise and Shine,” is set for 10 a.m. PT and will be streamed via the Apple TV app and YouTube.

In this story

applejohn ternustim cookiphone duofoldable phoneiphone 18 proapple watchairpods 5siri ai
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