Apple once again dominated the tech news cycle in week 37, capturing the most popular stories across the industry. The company held a historic event on September 9—the first under new CEO Ternus’ leadership and the moment the world finally met Apple’s first foldable iPhone. Yet, in a twist that few predicted, the iPhone 18 Pro and 18 Pro Max generated more reader interest than the highly anticipated iPhone Duo. Apple’s latest Pro models arrived with a variable aperture main lens, a faster A20 Pro system-on-chip, and a smaller Dynamic Island. The iPhone 18 Pro series is now on sale, starting at $1,200/€1,450 for the Pro and $1,300/€1,600 for the Pro Max, with shipping beginning September 18.
Apple’s Foldable Debut: The iPhone Duo
The iPhone Duo is, undoubtedly, the most talked-about device of the year. After years of rumors, Apple finally entered the foldable market with a design that blends familiarity and innovation. The Duo features a 6.1-inch outer display that opens into a 7.8-inch inner screen, offering a seamless tablet-like experience in a pocketable form. Powered by the A20 Bionic chip (a variant of the A20 Pro), the Duo promises all-day battery life and advanced multitasking capabilities. The hinge mechanism, refined over years of prototyping, is rated for 500,000 folds and includes a new self-healing display coating that reduces visible creases.
Pricing starts at $1,800/€2,100, placing it firmly in the ultra-premium segment. While the Duo captured headlines, its higher price and first-generation status may have led many consumers to opt for the more established Pro line. Early reviews praise the Duo’s build quality and software optimization, but some critics note that the outer display is narrower than competitors’, and the camera system, while excellent, doesn’t quite match the Pro Max’s versatility.
Design and Display
The iPhone Duo’s exterior is crafted from a new titanium-aluminum alloy, making it both lightweight and durable. The inner display uses a 120Hz ProMotion OLED panel with a peak brightness of 2,000 nits, ensuring vibrant colors and smooth scrolling. Apple has also introduced a new “Flex Mode” that automatically adjusts the interface when the device is partially folded, similar to Samsung’s Flex Mode but with deeper integration into iOS 26.
Performance and Software
Under the hood, the A20 Bionic chip paired with 12GB of RAM handles multitasking with ease. iOS 26 includes exclusive features for the Duo, such as dual-app view, a redesigned split-screen keyboard, and enhanced drag-and-drop between apps. Apple’s commitment to the foldable form factor is evident, but the company is clearly positioning the Duo as a niche product for early adopters and professionals.
iPhone 18 Pro and Pro Max: The Real Stars?
Despite the excitement around the Duo, the iPhone 18 Pro and Pro Max drew more traffic and reader engagement. This suggests that while foldables are the future, Apple’s core audience still prioritizes the Pro lineup. The new models bring meaningful upgrades that appeal to photographers, power users, and anyone seeking a reliable flagship.
Variable Aperture Main Lens
The most significant camera upgrade is the variable aperture main lens, a first for iPhone. It allows users to adjust the aperture from f/1.4 to f/4.0, giving unprecedented control over depth of field and exposure. This feature, combined with a new 48MP sensor, enables stunning portrait shots with natural bokeh and improved low-light performance. The Pro Max additionally features a 5x telephoto lens with a larger sensor, while the Pro retains a 3x telephoto.
A20 Pro Chip and Performance
Apple’s A20 Pro chip is built on a 2nm process, delivering a 20% CPU boost and a 30% GPU boost over the A19 Pro. This translates to smoother gaming, faster video editing, and more efficient AI tasks. The chip also includes a new neural engine that accelerates on-device machine learning, enabling features like real-time language translation and advanced photo editing.
Smaller Dynamic Island
Apple has finally reduced the size of the Dynamic Island by 30%, thanks to a new under-display camera and sensor arrangement. The smaller cutout is less intrusive, especially when watching videos or playing games. The display itself remains a 6.3-inch (Pro) and 6.9-inch (Pro Max) LTPO OLED with 1-120Hz adaptive refresh rate and a peak brightness of 2,500 nits.
Pricing and Availability
The iPhone 18 Pro starts at $1,200/€1,450, while the Pro Max starts at $1,300/€1,600. Both are available for pre-order now and will ship on September 18. Apple is also offering trade-in deals and financing options to ease the cost.
Why the Pro Models Outperformed the Duo in Interest
Several factors explain why the iPhone 18 Pro and Pro Max garnered more attention than the iPhone Duo. First, the Pro line is Apple’s bread and butter, with a massive existing user base eager to upgrade. Second, the Duo’s high price and first-gen uncertainties may have deterred some buyers. Third, the Pro models offer tangible improvements—better camera, faster chip, smaller notch—that appeal to a broader audience. Finally, the Duo, while innovative, is still a niche product; many consumers are waiting for the second generation or a price drop.
Other Highlights from Week 37
Beyond Apple, week 37 saw several other notable announcements. Samsung teased its Galaxy Z Fold 7 with a slimmer design and improved hinge. Google confirmed the Pixel 10 series launch date for October, featuring a new Tensor G5 chip. Xiaomi unveiled its Mix Fold 5 with a 200MP camera. In software, Android 16 beta rolled out with enhanced privacy features, and Microsoft announced a major Windows 11 update focused on AI integration.
What This Means for the Smartphone Market
Apple’s entry into the foldable market signals a new era of competition. Samsung, which has dominated foldables for years, now faces a formidable rival. However, the iPhone Duo’s high price and limited initial production may keep it a premium niche for now. Meanwhile, the iPhone 18 Pro’s success underscores the enduring appeal of traditional flagship smartphones. As we move into the holiday season, all eyes will be on how these devices perform in the market.
Final Thoughts
Week 37 was a landmark moment for Apple, showcasing its ability to innovate while maintaining its core strengths. The iPhone Duo may not have been the most popular story, but it represents a bold step into the future. The iPhone 18 Pro and Pro Max, with their refined features, continue to set the standard for premium smartphones. Whether you’re a foldable enthusiast or a Pro loyalist, Apple has something to offer. As shipping begins on September 18, we’ll soon see which device truly captures the hearts of consumers.
