The 8 biggest Apple announcements from its launch event

Everyone's talking about Apple's new foldable phone, but that's only one of the new gadgets the iPhone maker unveiled on Wednesday.

At its annual product launch, Apple revealed a slew of novel products and features, from watch technology that tells users how old they really are to a version of Siri that listens to all your conversations.

Despite the new offerings, Apple's stock price fell about 2% near the end of the launch presentation before recovering late Wednesday afternoon. The company also revealed it was raising the prices of its iPhones by $100 across the board, a move Apple says is due to the ongoing memory shortage.

In its most anticipated announcement, Apple launched a new foldable iPhone — its first foray into foldable technology.

The iPhone Duo starts out as a 5.4-inch phone with a screen, and once opened up like a book, it becomes a 7.6-inch device that resembles an iPad. The device starts at $1,999. Pre-orders begin October 16, with availability beginning October 23.

John Ternus, Apple's CEO, said during the launch that other foldables feel too much "like two phones awkwardly stuck together." The company instead wanted a larger display, one that Ternus said feels "as natural and intuitive as an iPad."

Samsung, which first launched a foldable phone in 2019, shared its thoughts on Apple's shiny new product in a post on X. "Let us know when you're done reheating our leftovers," it wrote.

Apple's new iPhone 18 model offers better battery life, camera capabilities, and performance than its predecessor, the company said. It comes in four colors: black, silver, glacier, and burgundy.

Available in two models, the Pro and Pro Max, the devices can be preordered on September 12, with availability beginning September 18.

In addition to camera upgrades, the new phone has improved graphics rendering and a more robust "dynamic island," the small, black, cylindrical segment near the top of the phone's display.

The Pro version starts at $1,199, or buyers can pay installments of $49.95 a month. The Pro Max starts at $1,299, or $54.12 a month for 24 months. The devices come with storage capacities of 256 gigabytes, 512 gigabytes, 1 terabyte, or 2 terabytes.

Apple unveiled two new smartwatch models on Wednesday: The Apple Watch Series 12 and the Apple Watch Ultra 4, the latter geared more for athletic wear.