Apple’s annual fall showcase unfolded Wednesday, with new CEO John Ternus taking the stage to unveil the iPhone 18, the company’s first foldable phone, plus new AirPods and an Apple Watch.
Ternus stepped into the role of leader following longtime chief Tim Cook earlier this month. The company began its presentation with the iPhone 18, which is built around AI but promises to protect user data.
iPhone 18 pricing and the A20 chip
The base cost of the iPhone 18 sits at $1,199, while the iPhone 18 Pro Max carries a starting price of $1,299. Those figures stand against an $1,099 launch price for the iPhone 17 Pro and an $1,199 launch price for the iPhone 17 Pro Max. The increase can be traced to a worldwide scarcity of memory chips.
The new phone integrates more AI capabilities through Apple Intelligence, the company’s AI application, according to Ternus. He emphasized that it operates solely on the device whenever feasible, and shifts to private cloud computing resources when additional processing power is required.
“When greater capability is needed, private cloud compute extends that same level of privacy protection, ensuring that nobody, not even Apple, can access what’s yours. It’s personal intelligence that’s actually personal,” Ternus said.
The iPhone 18 includes a new chip called the A20, which has a six-core CPU design with two new super cores. Apple said it will make the smartphone up to 20% faster.
These new devices come with extended battery life — 45 hours of video playback for the Pro Max — along with quicker charging. The camera delivers what Apple calls “cinematic effects”, derived from standard video, alongside new manual controls and “smart focus tracking,” a feature that allows focusing on a single moving subject.
Starting Sept. 12, the devices hit store shelves in four colors: black, silver, glacier blue and burgundy. Ternus referred to the last hue as “a sophisticated and unique new color.”.
“The relatively modest price increase across Apple’s latest flagship line-up will come as a relief to consumers,” Gerrit Schneemann, principal analyst at Counterpoint Research, said in an email.
Duo: Apple’s first foldable
Apple’s first foldable iPhone, called the iPhone Duo, was introduced by Ternus. It opens for pre-order on Oct. 16 and ships Oct. 23. The phone is priced at $1,999 with 256 GB of storage, and it is available in two colors: star white and night sky.
Users can divide the display with the Duo to show two separate apps side by side, or two windows of the same site at once, which comes in handy when comparing prices on purchases.
“We started with the experience that we wanted for ourselves — a larger display that feels as natural and intuitive as iPad,” Ternus said. “Then we brought together thoughtful design with breakthrough engineering in a way only Apple can, and the result is a series of remarkable innovations that we believe will redefine the experience of using a foldable phone.”
Ternus noted that the iPhone Duo carries the largest screen on any Apple phone, and he added that when folded, it measures roughly the size of a passport.
“We believe the foldable could be a major hit for Apple, and this is the right time to go after the new hardware chapter under Ternus,” Dan Ives, partner and analyst at Yorkville Ives & Co., told CBS News. “Long overdue and the right timing to go after the golden installed base.”
The device is likely to appeal to iPhone Pro users who want to upgrade, as well as early adopters and consumers “who were waiting specifically for an iPhone foldable,” Counterpoint principal analyst Varun Mishra said in an email.
“One aspect to keep in mind is the repair cost, which for a foldable can be steep,” Mishra added. “This would also mean foldables might see a higher attach rate for AppleCare and other insurance services as compared to any previous iPhones.”
AirPods 5 and the new Apple Watch
The AirPods 5, which carry a price tag of $129, were also part of Apple’s announcement. The company pointed to improved noise-cancellation technology as the standout feature over earlier models.
The price for the new Apple Watch begins at $399, and it comes with additional health sensors that deliver more precise heart rate measurements.
Both the AirPods and Apple Watch go on sale Sept. 18.
Ternus’s debut under analyst scrutiny
Dipanjan Chatterjee, a Forrester analyst, said the keynote established the direction for Ternus’s vision of Apple’s path forward.
“John Ternus inherits perhaps the most successful consumer technology juggernaut in modern times. That is both a boon and a burden for him. Tim Cook’s perfected execution, scale, and monetization set a high bar, and Ternus must extend that run,” Chatterjee said.
CBS News reported that Melissa Otto, who leads research at S&P Global Visible Alpha, described the event as “in line with expectations.”.
“The foldable phone is compelling and at a similar $2,000 price point as Samsung’s model,” she said.
Apple’s emphasis on AI and its security measures to protect customer data “are likely to resonate with users,” Otto said. But she added a caution: “Are these updates enough to get consumers excited to upgrade?”
Key announcements at a glance
- iPhone 18 starts at $1,199; iPhone 18 Pro Max starts at $1,299
- iPhone Duo foldable starts at $1,999 for 256 GB
- AirPods 5 priced at $129
- Apple Watch starts at $399
- iPhone 18 on sale Sept. 12; AirPods and Apple Watch on sale Sept. 18; Duo ships Oct. 23
The foldable’s display and design
The iPhone Duo is the phone with the largest screen among Apple’s lineup, according to Ternus. And when folded, it measures roughly the size of a passport.
Ternus described the split-screen feature as the Duo’s standout attribute. It lets users run two separate apps at once, or open two windows of the same website side by side — a trick he said might come in handy for comparing prices.
Apple built the Duo to combine iPad-like display real estate with iPhone portability, and it comes in two hues: star white and night sky.
“The result is a series of remarkable innovations that we believe will redefine the experience of using a foldable phone,” Ternus said.
Battery and camera details
Apple says the iPhone 18 Pro Max can handle up to 45 hours of video playback. Faster charging is also supported by the new models.
Apple’s camera system comes with an effect that can be added to standard video shot on the phone. The company calls it “cinematic effects”. It joins new manual controls that give users direct command over settings, along with “smart focus tracking”, which locks onto a single moving subject.
The stakes for Ternus
Ternus’s position was described by Chatterjee as “a boon and a burden.”. The new CEO takes over a company that has already set a very high bar under Cook.
Otto described the event as “in line with expectations,” which lets the market judge the products on their own terms rather than relying on a measured assessment. Her closing question — whether these updates will get consumers excited — will be what defines the next few months.
Apple has set the prices and the dates. The market decides.
Source: cbsnews.com
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