Apple dominated week 37 with its historic September 9 event under new CEO Ternus, unveiling the iPhone Duo foldable and iPhone 18 Pro series. The iPhone Duo features a passport-sized design, anti-reflective inner display, under-display camera, and returning Touch ID, priced at $2,000/€2,300 and shipping in October. Meanwhile, the iPhone 18 Pro and 18 Pro Max launched with variable aperture lenses, A20 Pro SoC, and smaller Dynamic Island, starting at $1,200/€1,450 and $1,300/€1,600, shipping September 18. Battery capacities were confirmed via EU labels: 4,056m Ah for the 18 Pro and 5,391m Ah for the Pro Max.

The iPhone Duo faces natural comparison to Samsung's Galaxy Z Fold8, with a full analysis pending. Outside Apple, Honor revealed the Magic9 series debuting in China September 28, while vivo's X500 Pro Max features a circular camera island and teleconverter zoom.

Key highlights include the foldable's seamless design, pro models' performance upgrades, and market positioning against competitors like Samsung. The event marked a pivotal moment for Apple's hardware innovation under Ternus, blending foldable technology with premium pricing strategies across global markets.