Apple’s Fall Event: A New Chapter Begins
TREE NEWS reports: On September 10, Apple held its much-anticipated fall launch event, unveiling the iPhone 18 Pro series and the foldable iPhone Duo. This marks the first keynote led by Apple’s new CEO, a successor to Tim Cook, who appeared in a pre-recorded opening video before handing over the stage. The event signals a strategic shift as Apple navigates a maturing smartphone market and intensifying competition.
Key Product Announcements
- iPhone 18 Pro & Pro Max: Powered by the A20 Pro chip built on a 2-nanometer process, priced from ¥9,999 to ¥10,999, available September 18.
- Foldable iPhone Duo: Features a 7.6-inch inner display and a 5.4-inch outer display, starting at ¥15,999, shipping October 23.
- AirPods 5: Base model at ¥999.
- Apple Watch Series 12 & Ultra 4: Starting at ¥2,999 and ¥6,499 respectively.
- Notable omissions: No standard iPhone 18 model was announced, and older models saw an official price increase of ¥800.
Industry Analysis
The absence of a standard iPhone 18 is a curious move. It suggests Apple is streamlining its lineup to focus on premium segments, possibly to protect margins amid rising component costs. The ¥800 price hike on older models could be a tactic to push consumers toward newer, higher-priced devices. The introduction of the foldable Duo finally places Apple in a category that Samsung and others have dominated for years. With a starting price of ¥15,999, it targets early adopters and brand loyalists, but faces stiff competition from cheaper, more established foldables.
Under new leadership, Apple appears to be taking calculated risks. The 2-nanometer A20 Pro chip underscores its commitment to performance leadership, while the foldable design signals a willingness to innovate in form factors. However, the lack of a standard model might alienate budget-conscious buyers, potentially ceding ground to Android rivals in the mid-range segment.
Forward-Looking Perspective
Apple’s stock reaction will be telling. Investors will scrutinize whether the foldable Duo can generate the same hype as the original iPhone or Apple Watch. The price increases and premium focus could boost average selling prices (ASPs) and margins, but unit sales growth may slow. As the new CEO steps out of Cook’s shadow, the market will watch for a distinct strategic vision. With the holiday quarter ahead, Apple’s ability to execute on supply chain and consumer demand will be critical. The foldable segment, though nascent, could become a key growth driver if Apple’s ecosystem integration proves compelling.
