Apple has unveiled its new iPhone Duo at an event from its headquarters in Cupertino, California. It is the most significant design change of the iconic phone since its inception and reveals a foldable device. The size is similar to that of a passport, the largest screen an iPhone has ever had (it is 80% larger than that of the iPhone 18 Pro). It is also the thinnest ever made to date. Foldable screens are not a new technology, they began to be implemented in 2018, but they are still quite niche. All this could change with the launch of this model.
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There was a lot of anticipation for this new model, some details of which had previously been leaked and were extensively explained at the event. For example, the system reacts when you fold it, allowing one of the screens to become a keyboard, or when placed on a table it goes into standby mode, displaying a phone interface. The idea is not just to have a large screen, but for it to function as two, hence its name.
The spotlight is on the iPhone Duo, but sales are expected to be larger in the classic line. The Phone 18 Pro was also presented, available in black, silver, a pale blue called “glacier,” and burgundy. And the iPhone 18 Pro Max, an even more advanced version. The first will be sold in the United States starting at $119, the second from $1299. Prices are expected to be slightly higher in Europe.
The event also introduced the AirPods 5, wireless headphones with noise cancellation 50% more effective than the previous ones, adaptive audio, and live translation. They will cost $129 in the United States. There will be a Pro version, with a longer-lasting battery and volume control for $149, available from September 18.
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The presentation of the new Apple Watch Series 12 focused on health issues, claiming to be the wearable that measures heartbeats with the greatest accuracy. The device recognizes and translates sounds, which can be a help for deaf or hearing-impaired people. It alerts when the doorbell rings or when a baby is crying. The device can also transcribe conversations and retrieve them after some time. This way, notes can be taken from a conversation or meeting. The slightly unsettling implications of this tool have been considered. After the announcement, it was emphasized that the audios are not saved and not even Apple can access them.
The Apple Event is marketed as an event, but it is essentially an announcement on steroids. It has Hollywood-level production and generates global anticipation, with consumers turned into fans. But this occasion is important beyond marketing. It is the first presented by John Ternus, who took leadership of the company just nine days ago after 15 years with Tim Cook at the helm. The presentation video made a nod to this transition, with a cameo of the former CEO handing over to the new one.
Apple’s stock price has increased more than 2,000% since Cook took office in 2011, multiplying Apple’s value by 13. Ternus has a high bar to meet. His challenge is to keep the company as a benchmark, and in this regard, all eyes (and ears) are on Siri. Apple’s personal assistant will present a new version tonight. Artificial intelligence is key in the new generation of devices. Google has integrated it into its new phones, and Apple is expected to do something similar to try to lead a sector in which it is falling behind. Apple Intelligence will be available in 16 languages, including Spanish.
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