Apple’s recent "Surprise and Shine" event marked a major pivot for the company, headlined by the long-awaited launch of the iPhone Duo, its first foldable smartphone. Starting at Dh8,499, the device is designed to be a refined entry into the foldable market, featuring a 7.6-inch inner display and a unique version of iOS 27 tailored for multitasking with side-mounted navigation. While Apple skipped the standard iPhone 18 entirely, they did release the iPhone 18 Pro and Pro Max. These models boast significant performance upgrades, such as the 2nm A20 Pro chip and improved camera capabilities, though they come with a notable price hike that hits the top-tier storage configurations particularly hard.

Beyond the phones, Apple expanded its wearable and audio lineups with the Apple Watch Series 12, the Ultra 4, and the new AirPods 5. The watches now feature a more robust health-sensing system, offering highly accurate heart rate sampling and a daily "readiness" score to help users manage their recovery. Meanwhile, the AirPods 5 aim to make active noise cancellation more accessible at a lower price point. However, the event left some questions unanswered, specifically regarding future plans for mid-range handsets and the looming prospect of subscription costs for premium Siri AI features, signaling that Apple's strategy is shifting toward a more tiered, service-heavy ecosystem.