By Jason Snell

September 9, 2026 5:39 PM PT

John Ternus enters, with folding phones and AI watches

In his first event video since taking over as Apple CEO, John Ternus got a cheeky introduction from his predecessor Tim Cook before boldly referencing some classic Steve Jobs moments and setting the company’s most important product on a new course.

I appreciated the video’s opening conceit, which was essentially a cinematic debate about what makes for a great opening scene, leading to Tim Cook narrating his own entrance to Apple Park—and then, in a twist, explaining that he’s not the main character of this story, it’s the other guy—namely Ternus. What a great, ego-deflating moment of support—and it stuck the landing in the way that many Apple introductory segments don’t, feeling either a bit too silly or a bit too smug.

(I also appreciated the direction of this video, which made sure that the scenes behind presenters were actually populated. Past videos made it feel like Apple Park was abandoned after some sort of apocalypse, while this one made it feel like everyone at Apple was still hard at work on making the company’s next batch of products. And it allowed for some low-key levity, like the segment set at a Hollywood backlot that featured a fake rainstorm falling on film noir characters and Apple presenters alike, a collection of Roman soldiers marching with a classical composer, and a couple of astronauts riding on the back of a golf cart.)

After professing what a privilege it was to represent Apple, Ternus quickly turned to a defense of the iPhone, and the smartphone more generally, as a cornerstone of our digital worlds. In casting the tech product at the center of our experiences as an “intelligent personal hub,” Ternus was alluding to Jobs’s declaration more than 25 years ago that the Mac was the center of a “digital hub.” In modern terms, the smartphone certainly fills that role, connecting to accessories and bringing in data from disparate sources.

Not only was it bold to tie the first pronouncement of a new Apple CEO to a famous Jobs strategy, but it was also bold to use the moment to take a direct shot at competitors who seek to replace the smartphone with unspecified new AI-infused tech products. It has always seemed obvious to me that the smartphone is just too perfectly positioned, with the right set of attributes, to survive whatever an AI-infused future might throw at it.

Ternus’s opening remarks fed into that, referencing the key features that make the iPhone such a powerfully useful product: It’s always with you, has a powerful processor, a great display, is always connected to a high-speed network, has high-quality sensors, and has a battery big enough to last all day. I have a hard time believing that even a deeply AI-heavy future won’t require all of those features, and it’s already in our pockets.

Of course, he would say that. He’s the CEO of a company that sells devices, primarily smartphones. But I think he’s also right.

Apple’s take on AI

Still, Apple is a tech company, and everything in its sphere is touched by AI now, so the company needed more than a profession that the iPhone was just great at AI, thank you. And so Ternus and his team worked to define Apple’s place in our AI-focused world—in some interesting ways.

Obviously, the presentation spent a lot of time discussing Apple Intelligence, which—after a two-year delay—is finally living up to its promise. The new Siri AI assistant is quite good, and it will provide iPhone users with a satisfying experience for casually looking up information and performing tasks, whether it’s world knowledge or personal data that lives on their devices. Apple is about to turn a real weakness into—well, if not a strength, then at least no longer an Achilles heel.

Apple also pressed its advantage when it comes to designing its own processors, which give the iPhone a strong story in terms of on-device AI. You can see how Apple has begun to prioritize AI benchmarks—the new A20 Pro processor has two Neural Engines (just as the M6 chip does), offers a bunch of next-gen GPU cores with neural accelerators, and has a 50% boost in memory bandwidth.

How much AI work is currently being done on-device on smartphones? Probably not much, but perhaps a little, and over time if app developers want to minimize their reliance on expensive (and potentially non-private) cloud services, they may gravitate toward using the features Apple provides on device. This is a bet by Apple that on-device AI becomes more prominent over time, but if you design your own chips and sell your own smartphones, it’s the right bet to make. I’ve seen the pendulum swing from processing being focused in the cloud to it happening on personal devices more than once. It would not surprise me at all if it happens again, and Apple is positioning itself to be ready if it does.

But there were some appreciably non-obvious examples of Apple’s approach to AI in the event, as well. Apple has said previously that it would support SynthID, a feature that tags AI-generated content. What it hadn’t previously revealed is that it’s built Apple Reference Image, a system that cryptographically signs the original pixel data from an iPhone camera’s sensor in a way that can verify that a photo is unedited. Accepting that most photos do get edited, Apple has built the system in a way that the signed, unedited original rides along with the version you’re processing and editing—but even if you edit the image, there’s a method to view the original and make sure that it’s properly reflecting reality.

I don’t know enough about this category to know if there are similar implementations from other groups, or if there’s an emerging standard that Apple is either inventing or avoiding, but it sure does sound like a good idea to have a way to say that a photograph was really taken from an iPhone’s image sensor and wasn’t just fabricated.

Finally, Apple’s most surprising AI announcement of the day, one that I doubt anyone had on their bingo card, is that Apple is apparently making the Apple Watch an AI wearable. The new Apple Watch models, apparently in conjunction with a fairly modern iPhone, have a feature that listens to your conversation and lets you display what someone said for the previous 15 seconds. It’s like TiVo for… reality? And then there’s Siri Recap, which listens to everything and writes high-level notes based on your conversations. It’s AI meeting notes for your life.

These features are wild, and if you haven’t noticed, they are coming at a time when people are increasingly critical of tech companies intruding into places that were previously presumed to be at least a bit private. Fortunately, Apple does have a fairly positive reputation when it comes to privacy, and the company has detailed technically how these features work—no audio files are saved, apps have no access to audio data, and the AI transcription engine runs on audio in a buffer. But since we live in a world where people are already convinced their phones listen to them and use their conversations to send them ads, I’m not convinced the nuance of a statement like “my Apple Watch is listening to our conversation, but it’s not recording” is going to go over well.

I’m curious just how much of this feature is happening on the Apple Watch and how much is happening on the connected iPhone. Is the Apple Watch just there to listen to audio, make disclaimer chimes to warn people they’re being monitored, and pass the audio on to the iPhone for processing? Is the Apple Watch performing a raw transcription of audio chunks into text and passing that on to the iPhone for assembly into more understandable blocks of text? I’m sure it’ll all come out. And then we’ll all need to judge: are either of these features useful enough to make it worth the trouble of explaining to other people that things are being captured? It’s worth considering the inverse, too: Does Apple’s admirable commitment to privacy lead to summaries that aren’t especially helpful or actionable?

A lot of questions, not a lot of answers—yet.

I’d argue that Apple can’t afford to not try features like this, however. Our culture may ultimately reject even the most privacy-focused AI recording features, whether they come in camera glasses or attentive smartwatches. But if there’s any valid, non-creepy case to be made for this sort of technology, someone needs to make it. I know a lot of people will roll their eyes at this, but this is one of those times when the phrase “only Apple can do this” might actually be true. They’re taking a swing, and I admire that. It may not be enough.

Keep in mind that there’s another invasive AI feature rumored to be attached to a future Apple product—namely, the next generation of AirPods Pro, which may come with embedded cameras. I assume Apple’s explanation of these new Apple Watch features is a preview of how camera-bearing AirPods would be explained—namely, that the image data is walled off, inaccessible, processed by AI algorithms on device and then discarded. If these Apple Watch features become wildly unpopular, it might be a hint to stow those AirPods. If people accept Apple’s assurances, maybe things will be different.

The main event

Off to the iPhone, the big reason Apple does these events. Of course, the iPhone Duo is the most interesting and different iPhone in years, if ever. I can’t wait to play with one. It’s an incredibly complex piece of hardware engineering that also generates hundreds of serious usability issues for iOS and all the apps that run on it.

At first glance, Apple seems to have gotten really creative in trying to solve those usability issues. There was a time when Apple might have introduced a product like this and just explained that while you could rest the device partially open at an angle, horizontally or vertically, those angles simply weren’t supported and you should only ever use the product open or closed. And a lot of us would’ve shrugged and said, well, okay Apple, I get that we’re asking a lot by wanting you to cover all the bases right away. Maybe next year?

Not the iPhone Duo. While I’m sure there will be some frustrating edge cases, this product announcement shows what can happen when a company is fully committed to bringing its entire organization to bear on supporting a new piece of hardware. There’s a new multitasking model, support for Apple Pencil on iOS for the first time(!), the ability for apps to run on both inside and outside screens at once, Apple’s first under-display camera, an entirely reoriented iOS dock and set of toolbars, and a whole lot more.

It’s almost overwhelming, but it’s also clearly the right way to launch a product like this. It would make no sense for Apple to spend years developing a folding iPhone… and then shrugging and releasing a half-baked iOS update to support it. If a company boasts about how the integration of hardware and software is its secret sauce, this is the moment when it needs to back that up with action. Feels to me like it has.

As exciting as this all is, let’s not forget that folding phones are a teeny portion of the overall smartphone market. Not only is this the most expensive iPhone ever, but it’ll probably be the worst seller of the iPhone line, at least to start. And in doing so, it’ll probably be the best-selling folding phone of all time. Apple’s endorsement of this style of device will drive sales of other folding phones, too. Just don’t expect it to take over the world. If it sells as well as the iPhone Air, it would be quite a coup.

That’s because most people will want to buy the iPhone 18 Pro. While that product pales in comparison to the alien newness of the iPhone Duo, it’s also exactly the phone most people will want to buy. The new camera upgrade, which adds a moving aperture to the iPhone for the first time, should offer a serious improvement in an array of shots. I’m sad that Apple has seemingly retired Cosmic Orange this year, but that’s okay, it’s just resting—I predict a nostalgic orange iPhone comeback in a year or two.

Bottom line—the iPhone 17 Pro was a huge hit and I suspect the 18 Pro will be, too. Yes, it starts at $100 more than the past models, but what doesn’t? I’m actually relieved Apple didn’t raise the price by $150 or $200. The iPhone 18 Pro might not be the one most people talk about, but it’ll be the one most people buy. (And then in the spring, we’ll see how the iPhone 18 fares as a phone released out of the spotlight of the big fall iPhone event.)

In the long run, though, is the iPhone Duo the future of the iPhone line? It depends on what you mean by “long run.” It seems to me that the impulse of the iPhone Duo and all folding phones is based on the premise that phone users want huge displays (true) but at some point those displays just don’t fit in their pockets (a sad fact of physics and tailoring). Wouldn’t you want the biggest screen that also fits in your pocket? If so, then at some point that ideal device becomes a foldable, or rollable, or some other kind of shape that can be large when in use and small when it’s stowed away.

Now is probably not that time. (Certainly not at that price.) But its time may yet come, especially as Apple does its thing and just keeps iterating, making the iPhone Duo thinner and lighter and more full featured over time.

I can’t wait to try out the iPhone Duo. As someone who spends a lot of time using an iPad, I’m seriously intrigued if it might fit in my life as a primary device. But for most people, it will be not just too expensive, but too weird. That’s fine. Apple strikes me as a company that’s willing to be patient—while making a lot of money from people who want to be out there on the cutting edge.

For everyone else, there’s the iPhone 18 Pro. And that’s as it should be.

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