At its “Surprise and Shine” event, Apple unveiled the iPhone Duo, its first foldable iPhone, alongside the iPhone 18 Pro and iPhone 18 Pro Max. The event was also the first major iPhone launch led by new Apple CEO John Ternus, following Tim Cook’s departure from the top job.
But the biggest talking points were not limited to Apple’s new hardware. The launch also reignited the long-running Apple-Samsung rivalry, with Samsung using social media to take several pointed digs at Apple’s move into foldables. And then there is the price. For Indian buyers, Apple’s latest iPhones come with a noticeably higher price tag than their US counterparts.
iPhone Duo enters Samsung’s territory
The iPhone Duo is arguably the most significant announcement from Apple’s event. It is the company’s first foldable iPhone and opens into a 7.6-inch display, while the outer screen measures 5.4 inches.
Apple says the device is the thinnest iPhone ever when opened and uses a titanium frame, a custom hinge and a redesigned version of iOS 27 built around the foldable form factor. It is powered by the A20 Pro chip and includes a dual 48MP camera system.
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The US price starts at $1,999 for the 256GB model. In India, the iPhone Duo starts at ₹2,99,900.
For 512GB: ₹3,24,900
1TB: ₹3,74,900 and for
2TB: ₹4,49,900
That makes Apple’s most expensive iPhone yet and puts it firmly into ultra-premium territory. Pre-orders in India begin on October 16, with sales starting on October 23.
Samsung did not wait quietly for Apple
Apple may have taken years to enter the foldable market, but Samsung has been there since the early days of foldable phones. So when the iPhone Duo finally appeared, Samsung’s social media accounts did not exactly roll out the welcome mat.
Samsung Mobile US posted a series of sarcastic messages during Apple’s event. Among them was the line “So far, so same”, followed by another jab suggesting Apple was “reheating our leftovers”.
Samsung also posted that while Apple was making people wait, it was “over here, folding 3 ways”. The posts did not always explicitly mention Apple, but the timing made the target fairly obvious.
The joke works because Apple’s foldable arrives years after Samsung established the Galaxy Z Fold line. The iPhone Duo is therefore not simply another new iPhone. It is Apple stepping into a category where Samsung already has a head start. That makes the Duo launch as much about Apple’s ability to catch up as it is about the technology itself.
The iPhone 18 Pro got more expensive as well
The iPhone Duo grabbed the headlines, but Apple’s regular premium models are also more expensive this year. The iPhone 18 Pro starts at $1,199 in the US, while the iPhone 18 Pro Max starts at $1299. Both prices are $100 higher than the starting prices of last year’s Pro models. However, in India, the iPhone 18 Pro starts at ₹1,64,900, while the iPhone 18 Pro Max starts at ₹1,79,900 for 256GB.
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Both models are available with 256GB, 512GB, 1TB and 2TB storage options. The top-end Pro Max reaches ₹3,29,900 in India. Apple has also introduced a new 48MP Fusion Main camera with variable aperture, the A20 Pro chip and improvements to battery life and sustained performance.
Why does the iPhone cost so much more in India?
This is where Apple’s launch gets particularly interesting for Indian buyers. The US starting prices of the iPhone 18 Pro and Pro Max are $1,199 and $1,299. At the current rupee-dollar exchange rate, those figures convert to roughly ₹1.14 lakh and ₹1.23 lakh before taxes and other market-specific costs.
In India, however, the starting prices are ₹1,64,900 and ₹1,79,900.
The difference is substantial. It does not mean Apple is simply converting the US price into rupees. US prices are generally quoted before sales tax, while Indian retail pricing incorporates local taxes and other costs. Apple also sets country-specific pricing rather than applying a simple currency conversion.
The same gap is even more striking with the iPhone Duo. Its $1,999 US starting price converts to roughly ₹1.9 lakh at current exchange rates, while the official Indian price is ₹2,99,900. So for Indian consumers, the question is no longer simply whether the new iPhone is worth upgrading to. It is whether Apple’s newest hardware is worth the premium India is being asked to pay for it.
Where is the regular iPhone 18?
There was one notable absence from Apple’s iPhone announcement. The standard iPhone 18 was not launched at the “Surprise and Shine” event. Instead, Apple concentrated its September launch on the premium iPhone 18 Pro, iPhone 18 Pro Max and the new Duo. Reports indicate that the standard iPhone 18 is expected to arrive later, potentially as part of a more staggered iPhone launch strategy.
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That changes the usual September iPhone equation. Consumers waiting for the more affordable model will have to wait, while Apple has opened this year’s cycle with its most expensive devices.
Apple Watch and AirPods join the launch
The iPhone was not the only hardware unveiled during the event. Apple introduced the Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5 alongside its new smartphones.
The AirPods 5 start at ₹14,900 in India, with a Wireless Charging Case version priced at ₹17,900. Apple says the new AirPods feature open-ear Active Noise Cancellation, improved sound and hands-free Siri AI access. The watches also received new hardware and health-focused upgrades, giving Apple users more reasons to look beyond the iPhone itself.
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The bigger story is not just the iPhone 18
Apple’s 2026 iPhone launch is interesting because three stories have collided at once. There is a new CEO taking the stage for his first major iPhone launch. There is Apple’s first foldable phone entering the market and there is a significant price gap for Indian buyers.
Indrani Priyadarshini is a journalist and editorial professional specialising in technology, artificial intelligence, smart cities, green energy, and digital transformation. With over four years of experience in tech journalism and digital media, she is known for turning complex industry developments into clear, engaging, and insightful stories. Her expertise spans reporting, editorial strategy, digital publishing workflows, and in-depth coverage of emerging technologies shaping the future.
