September…that means iPhone season is upon us!
The expected lineup, without seeing any of the rumors, would be a new iPhone 18 lineup with the base model along with the Pro models, and maybe a new iPhone Air, continuing from last year. But, that it seems like Apple’s release strategy has shifted.
Just to start, this was the first event that Apple is being led by their new CEO, John Ternus, and I thought they did a great job of seamlessly transitioning to their new CEO, with Tim providing a cameo in the beginning, giving me a twinge of sadness for how much of an impact Tim Cook has had on the company over the last 15 years as CEO and longer being at the company. Hats off to you, Tim, you’ve done an exceptional job, and you will be missed.
One thing that I found interesting about the format of the event was how they revealed the iPhones first before the Apple Watches or AirPods, because usually Apple builds the anticipation for the main headliner of the event, which is the latest iPhones. Now, Apple’s release strategy has changed, announcing the premium iPhones only in the fall rather than the entire lineup including the base model or even the next generation iPhone Air or 18e model. To me, I can understand Apple’s thinking behind only releasing the Pro models now, one being since Apple now has over six iPhone models, so spreading it out and only releasing some now does make sense in that regard. Considering though why they wouldn’t just release the base model and Air, the Pro models account for around 52% to 75% of iPhone sales, so boost excitement immediately and continue on the year cycle of the iPhone, providing a consistent upgrade schedule for the majority of the iPhone owners, being the Pro users. I will run down the new features and updates to the Pro models in a separate post, but they did bring new updates to the battery life, performance, and camera along with fresh new colors.
Apple also announced its latest generation of Apple Watch models, including the Apple Watch Series 12 and Ultra 4. While these models were expected to launch today, it is interesting that Apple didn’t release a new SE model, which seems stuck in the past in terms of performance and features. The new models do provide new updates to the sensors and usability along with a boost in performance, but what I thought was interesting was the announcement of a Ceramic finish to the Apple Watch Series 12, which Apple describes as:
“Sophisticated and scratch resistant with a rich, polished finish and a durable sapphire crystal display.“
Coming in Pearl White and Night Blue, the Ceramic finish has not been available on an Apple Watch since the Series 5, and bringing it back for the Series 12 marks a major shift in Apple’s premium strategy. The original Series 5 Ceramic was a niche luxury item starting at a steep $1,299, but Apple has lowered the barrier to entry this time around, pricing the new models from $899. The ceramic line was originally discontinued because the material was incredibly difficult and costly to manufacture, and consumers were hesitant to spend luxury watch prices on technology that would eventually fall behind, especially once a cheaper titanium alternative came along. While it probably won’t be the popular choice, it does provide another option to make the Apple Watch a more designer accessory that tech device. Also, they announced several color variations including a Bronze and more Gold variants. Seems that since the Apple Watch has become so evolved tech-wise that Apple is leaning more towards the aesthetics and designer appearances for their new lineup, which makes sense from an evolution standpoint.
Alongside these updates, Apple also introduced the AirPods 5, which fold Active Noise Cancellation right into the base $129 model. The open-ear earbuds feature 50% more effective noise cancellation than before, integrated Siri AI head gestures, and Live Translation capabilities. For $149, a step-up version adds stem-based volume swipe controls and a longer-lasting wireless charging case, which all seem like the natural revolution for the base model, with all of the AirPods now having ANC (active noise cancellation).
For the notorious “One more thing” and the star of the show, Apple announced the iPhone Duo, its first-ever foldable iPhone. Honestly, I was a bit surprised by the name announcement because I had anticipated a name like iPhone Ultra or even just iPhone Fold, but the name highlights the two displays, the one on the outside and the larger, iPad mini-sized display once unfolded. I will unpack more later, but it it represents a massive milestone for Apple. While Samsung and other phone makers have had foldables on the market for years now, Apple has famously taken its time to watch from the sidelines and perfect the tech before jumping in. From what I’ve seen so far, it looks like they are getting pretty close to that goal. The iPhone Duo marks a significant design leap, packing a powerful new dual-screen interface into a remarkably thin body while running a highly optimized version of iOS tailored for multitasking. Apple absolutely nailed the hardware by making the inner screen look incredibly smooth and virtually creaseless, giving it a huge edge over long-standing competitors. It is a bold, expensive risk, but it feels like the most exciting thing Apple has done in years.
For a sneak peak at the iPhone Duo, watch this video from Apple:
There is a lot more to dive into from this keynote, from the software tricks of the iPhone Duo to the full specs of the new AirPods. In the meantime, you can check out more info about the event as a whole here from 9to5mac:
Apple Event News Hub: iPhone 18 Pro is here, more
Or read directly from Apple: Newsroom – Apple
It’s officially Apple season, so stay tuned for more releases and announcements in the coming months!
The Apple Enthusiast 