Apple's foldable iPhone Duo starts at $1,999 and ships October 23, alongside Watch Series 12 and AirPods 5

SentiSense · Published Sep 10, 2026, 2:11 PM ET · Updated Sep 28, 2026, 2:45 AM ET

Apple set the foldable iPhone Duo at $1,999 for 256GB, with preorders October 16 and shipping October 23. Watch Series 12 starts at $399 for 42mm and $449 for 46mm, Watch Ultra 4 holds at $799, and AirPods 5 start at $129 with active noise cancellation. Apple shares closed up 3.6% on September 10, adding roughly $164 billion in market value.

Apple's foldable is priced at $1,999 for the 256GB configuration, with preorders opening October 16 and units shipping October 23. That figure settles a number that had been reported as a rounded $2,000 in pre-event coverage, and the October ship date is a separate track from the rest of the lineup: the watches opened for preorder September 9 and ship September 18. Those two timelines are easy to merge incorrectly, and only the watches are the September date.

The rest of the pricing ladder is where the margin story sits. Watch Series 12 starts at $399 for the 42mm and $449 for the 46mm, a $20 increase from the prior $429 on the larger size, with the ceramic Series 12 at $899 and $949. Watch Ultra 4 holds at $799, unchanged. AirPods 5 come in at $129 for the base model with active noise cancellation and $149 for the version adding touch controls and a wireless case. Out-of-warranty repair pricing runs $599 for the ceramic Series 12 and $549 for the Ultra 4.

Supply economics are the part still resting on secondhand reporting. Samsung Display is reported to hold a three-year exclusive on the foldable panel at roughly $250 per unit, a figure that comes from a supply-chain leaker rather than either company, and should be treated as reported rather than confirmed. TrendForce projects Apple taking a 24.8% share of the foldable market on roughly 5 million units, which is a forecast rather than a shipment figure.

AAPL closed up 3.6% on September 10, adding about $164 billion in market value, after trading roughly flat immediately following the event itself. A $1,999 entry price on a fourth iPhone tier is the mechanism that matters for the model: it lifts blended average selling price without requiring unit growth, in a year when the Pro line also took a price increase. What to watch is October 16 preorder lead times, the cleanest early read on whether a two-thousand-dollar iPhone finds a volume audience or stays a halo product.