Apple has once again turned the launch of its new iPhones into one of the year's major technological events. The Cupertino company unveiled its new generation of phones last Wednesday, and this time, the refresh goes quite a bit beyond a processor or camera improvement.
The main star is the iPhone Duo, the first foldable phone in Apple's history. A device that completely changes the traditional iPhone design and, in addition, comes accompanied by the new iPhone 18 Pro and iPhone 18 Pro Max, two models that focus on photography, performance, and artificial intelligence.
The new generation also marks the first major launch for John Ternus as Apple's CEO after replacing Tim Cook. And the company seems to have chosen precisely this presentation to mark the beginning of a new era. The initial impact suggests that the bet has generated enormous anticipation: the official presentation video for the iPhone Duo exceeded 8.8 million views on YouTube just one day after the announcement, placing it far ahead of content dedicated to the rest of the novelties presented by Apple, and it is now around 16 million views.
iPhone 18 Pro and Pro Max: more camera, more battery, and more artificial intelligence
The new iPhone 18 Pro and iPhone 18 Pro Max maintain the essence of previous generations' design but incorporate significant internal changes.
Both models debut the A20 Pro chip, manufactured with 2-nanometer technology, which improves performance and, especially, capabilities related to artificial intelligence. Apple has also incorporated a new vapor chamber cooling system to maintain performance during prolonged use.
The camera is another major selling point of this generation. The 48-megapixel Fusion main sensor incorporates variable aperture for the first time, allowing it to adapt light input to scene conditions and offer greater control over photographs and portraits.
New professional controls also appear within the Camera app and artificial intelligence tools for working with images. Battery life also takes a leap. The iPhone 18 Pro achieves up to 36 hours of video playback, while the Pro Max reaches up to 45 hours, according to figures provided by Apple.
In Spain, the iPhone 18 Pro starts at 1,469 euros, while the iPhone 18 Pro Max begins at 1,619 euros. Both will be available from September 18.
The big surprise: Apple finally enters the world of foldables
But if there's one device that captures all eyes, it's the iPhone Duo. After years of seeing Samsung, Google, and other manufacturers bet on foldable phones, Apple finally joins this category with a book-style device.
The Duo features a 5.4-inch external screen that allows it to be used closed, and when opened, it unfolds a 7.6-inch internal screen. The idea is to combine the convenience of a conventional phone with a much larger surface for working, consuming content, or using multiple applications simultaneously.
Apple has also worked especially on the hinge, one of the key elements of any foldable. The mechanism is made up of more than 100 components, and the device incorporates IP68 protection against water and dust.
The phone runs on the new A20 Pro, incorporates a vapor chamber to improve cooling, and features up to 2 TB of storage. It will also be compatible with Apple Pencil and brings back Touch ID integrated into the side button.
Apple's great revolution also comes with a price tag commensurate with its aspirations. The iPhone Duo starts at 2,339 euros in Spain for the 256 GB version. The 512 GB configuration goes up to 2,589 euros, while the 1 TB model reaches 3,089 euros. The top-of-the-range, with 2 TB, reaches 3,839 euros.
It will not be immediately available. Apple has set October 16 as the date to begin reservations and October 23 as the commercial launch day in Spain. The strategy is evident: the Duo does not aim to compete on price, but to become Apple's new technological showcase.
Siri prepares for the definitive leap
Alongside hardware, Apple has also put a good part of its efforts into artificial intelligence. The new iPhones come with iOS 27, which incorporates a much more integrated Siri into the phone's operation. The assistant will be able to use the user's personal context and consult information from different applications to respond to certain requests.
For example, Siri will be able to locate information related to messages, emails, photos, or calendar without the user having to manually search for it application by application.
Apple thus tries to regain ground in a race for artificial intelligence in which in recent years it had advanced more slowly than some of its main competitors.
Which one is more worth it?
The new generation leaves three quite differentiated profiles. The iPhone 18 Pro is probably the most balanced model for those who want Apple's main novelties without reaching the most extreme prices. The Pro Max is designed for those who prioritize screen, battery, and photography and want the maximum within the traditional format.
The iPhone Duo, on the other hand, plays in another league. Its price makes it a clearly premium product, but it is also the only one that represents a radical change in the user experience.
And that is precisely the key to this generation: Apple has not limited itself to improving the iPhone we already knew. For the first time in years, it has presented a phone that forces us to imagine what the iPhone of the coming years will be like.
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