The well-trailed announcement met with a market "meh" as Apple shares traded sideways after hours.
That muted reaction may simply reflect the fact that most people already knew roughly what was coming.
Here is the blow by blow from Apple's "Surprise and Shine" event.
The star of the show: iPhone Duo
Apple's long-rumoured foldable has arrived, though not under the name most had expected.
The device is called the iPhone Duo rather than the iPhone Ultra, opening in a book-style format with a 7.6 inch main display and a 5.4 inch exterior screen.
It is the thinnest iPhone Apple has ever made when open, at 5.2 millimetres, and the phone lacks a dedicated telephoto camera, running instead on two 48 megapixel lenses.
Notably, there is no Face ID on the device, with Apple instead building Touch ID into the side button.
The iPhone Duo starts at $1,999 for 256 gigabytes of storage, rising to $3,199 for the top 2 terabyte model, with pre-orders opening on 16 October and phones shipping a week later.
The iPhone 18 Pro and Pro Max
New chief executive John Ternus opened proceedings by pitching the iPhone as "an intelligent personal hub", before unveiling the standard Pro lineup.
Both phones run on Apple's new A20 Pro chip, a 2 nanometre processor Apple says delivers up to 40% improved graphics performance over the previous generation.
The 18 Pro Max claims the longest battery life of any iPhone yet, at 45 hours of video playback.
Both handsets are $100 more expensive than last year's equivalents, a rise Apple attributes largely to increased memory and storage costs.
The iPhone 18 Pro starts at $1,199, with the Pro Max starting at $1,299, and both go on sale on 18 September.
Apple Watch Series 12 and Ultra 4
Apple's smartwatches also received updates, with the Series 12 gaining a new "Audio Intelligence" feature that can alert wearers to sounds such as alarms or a crying infant.
The Apple Watch Series 12 starts at $399, while the more rugged Ultra 4 starts at $799, offering up to 50 hours of battery life in everyday use.
AirPods 5
Two new AirPods models were also announced, priced at $129 and $149 respectively, with the more expensive option adding a wireless charging case and on-stem volume controls.
The AI angle
All of the new hardware has been designed around Siri AI, a revamped, Gemini-powered voice assistant sitting at the heart of Apple's latest operating systems, due for public release on 14 September.
Siri AI will launch in English only, with support for French, Japanese, Korean, Portuguese and Spanish following in October, though the feature remains delayed indefinitely in the European Union and will not be available in China.
What was missing
Notably absent from the event were any new iPads or Macs, both of which Apple typically saves for later in the year.
Apple's long-rumoured smart home hub display also failed to make an appearance, suggesting the company may be saving that reveal, along with updated Apple TV and HomePod hardware, for a separate event down the line.
