Apple Event: Is Apple Finally Catching Up
Good morning Apple,
Yesterday evening, we sat down to watch the new Apple Event. For the first time, it was John Ternus, Apple’s new CEO, who welcomed viewers with a “Good morning,” while Tim Cook made a brief appearance at the very beginning.
It felt like the start of a new Apple era.
So, what did Apple actually bring to the table?
AirPods 5: Small, but Still Impressive
Let’s start with the AirPods 5.
Honestly, it is still remarkable how much technology Apple manages to put into such a tiny earpiece. The sound is excellent for most users, and they work particularly well during workouts. They have also become something of a fashion accessory — for some people, they are almost impossible to live without.
Apple appears to have improved the formula while keeping the price relatively accessible. Two models are available, with the more expensive version offering improved battery life and a wireless charging case for $149.
At Basket, we have tested some of the competition, including the latest earbuds from Sony and Samsung. The AirPods 5 continue to stand out because of their seamless integration with Apple devices and how easily they stay in your ears during exercise.
Sony’s WF-1000XM5 earbuds offer excellent noise cancellation and rich sound, though they can feel slightly bulkier and may move more during intense workouts. Samsung’s Galaxy Buds 2 Pro deliver balanced sound and a secure fit, although their touch controls can sometimes feel overly sensitive.
Apple’s approach remains simple: put them in, and they just work.
There is, however, one very Apple-like problem: lose one — or worse, both — and suddenly you are shopping for another pair.
Apple Watch 12 and Ultra 4: Familiar Design, Meaningful Improvements
Next up are the Apple Watch 12 and Apple Watch Ultra 4.
Apple told us that the Apple Watch had been redesigned from the ground up. Looking at them, however, our first reaction was: really?
Visually, they still look very familiar. But underneath that familiar design, Apple has made some worthwhile improvements.
Both models feature the new S9 processor, bringing faster performance and smoother animations. The displays are brighter and easier to read outdoors, with the Ultra 4 reaching up to 3,000 nits.
Both watches also get a new customisable Action Button, letting users launch workouts and shortcuts faster. Heart-rate monitoring has also improved, with greater accuracy and more advanced metrics for runners and cyclists.
Battery life has also received a welcome boost, with the Ultra 4 reaching up to 36 hours.
And yes, we love the new band colours.
But Apple still has some catching up to do. Look at what Samsung is doing with its watches, and you can see that the competition is becoming increasingly serious.
Then there is Siri.
According to Apple, the watches work even better with the new Siri. From what we have seen, Siri finally feels like it is moving in the right direction. This year’s improvements are far more significant than the incremental updates of previous years, and Apple may finally be getting closer to what Google has been offering.
iPhone 18 Pro and Pro Max: Evolution, Not Revolution
Then came the iPhone 18 Pro and iPhone 18 Pro Max.
At first glance, they look remarkably similar to last year’s iPhone 17 Pro and Pro Max. They come in Black, Silver, Glacier, and Burgundy.
We absolutely love the Burgundy and Black versions.
Last year’s orange was certainly eye-catching, but Burgundy feels much more sophisticated.
It is the kind of colour that looks expensive without screaming for attention.
The biggest practical improvement is the battery. Both the iPhone 18 Pro and Pro Max receive a significant battery-capacity upgrade. The days when you had to carry a cable and charger everywhere — something that takes us back to the early iPhone days — increasingly feel like the past.
The camera system is another major area of interest, particularly the new aperture controls. This is technology that will be familiar to photographers who use traditional DSLR cameras, and it could be a genuine game changer for people who know how to use it.
For everyone else, however, it may simply mean pressing the shutter button and letting the phone do the work.
And that is perfectly fine.
Samsung has its own approach, including the S Pen on the Galaxy S26 Ultra, while Apple is clearly targeting photographers who want more control without carrying a dedicated camera.
The iPhone 18 Pro models are impressive. But one thing is missing.
A cheaper iPhone.
A sub-$900 iPhone announcement would have been a welcome surprise.
Prices haven't reached some of Apple’s most extreme levels after previous increases, but they are still about $100 higher than before. At these prices, customers will expect a lot.
Should You Upgrade?
If you already own an iPhone 17 Pro or Pro Max and are happy with it, we would probably wait.
The iPhone 18 Pro and Pro Max are better, but the improvements feel more refined than revolutionary.
Coming from an iPhone 15 or an older model, however, the story is different. The improvements in battery life, camera technology and display brightness make the new Pro models considerably more attractive.
For photographers, professionals and power users, the upgrade makes sense.
For someone with a relatively new iPhone who simply wants something new, we would save the money.
And Then Apple Did Something We Have Been Waiting For
Apple is finally catching up with the foldable-phone revolution.
Yes — Apple presented its first folding iPhone: the iPhone Duo.
This is Apple’s entry into an entirely new category, and honestly, we love it.
The format is similar to Samsung’s Z Fold approach, and that makes sense. A foldable this size is particularly useful for professional work, reading books and newspapers, watching films and television, following sports, and simply having a larger screen when you need it.
Think Apple TV+, Netflix, YouTube, Disney+, sports platforms and everything else you normally consume on a phone — except now you have considerably more screen real estate.
The hinge feels smooth, and the crease in the middle is surprisingly flat. When folded, the phone feels solid and remarkably slim. The weight is well balanced in both configurations, while the outer screen is comfortable to use with one hand, much like a conventional iPhone.
Open it up, and the experience becomes much more interesting.
The inner display is bright and responsive, and multitasking and split-screen applications make much more sense on this format. Navigating between apps feels fluid, while typing on the larger screen is surprisingly pleasant.
You will still want both hands for longer sessions, but that is hardly a criticism of Apple. That is simply the reality of using a large foldable.
Compared with Samsung’s Z Fold 8, the iPhone Duo feels slightly less bulky, while the flatter crease is a noticeable improvement during everyday use.
Apple has also paid attention to the small details. The edges around the display feel softer against your fingers than some competing foldables we have used.
And, perhaps most importantly, it feels like an Apple product.
The Camera Problem
Unfortunately, the camera is where our enthusiasm drops slightly.
Like many foldable phones, the iPhone Duo’s camera system is a compromise compared with a conventional flagship iPhone.
The iPhone 17’s camera is simply fantastic — we use one every day and have very little to complain about. But the iPhone Duo costs $1,999.
At that price, we expect more.
The Duo also introduces Apple’s newer internal C2 modem technology, introduced in the iPhone 16e and iPhone 17e. We didn't encounter problems with the iPhone 16e during our testing, although we didn't test it extensively in large urban environments.
Despite these reservations, the overall experience is extremely polished.
The iPhone Duo is particularly compelling for people who use their phone for both work and entertainment. One minute you can be answering emails or working on documents; the next, you can unfold the device and watch a film or follow a sports event.
That versatility is precisely why foldables exist.
And yes, we absolutely love the new iPhone Duo.
Whether customers love it enough to spend $1,999 is another question.
The Basket Verdict
Overall, we thought this was a good Apple Event.
We would have loved to see Apple return to the atmosphere of the old days, with a live audience and that sense of occasion that made Apple launches feel like genuine cultural events.
We also miss some of the emphasis Apple once placed on the planet and ecology. Technology is impressive, but what happens to the planet while we produce, ship and replace all these devices matters too.
Still, something about this new chapter feels refreshing.
With John Ternus as CEO, Apple appears to be moving forward with new energy — and, in some areas, finally catching up with the competition.
The foldable iPhone is the biggest example.
The new Siri is another.
The improved cameras, batteries, and Apple Watch features show that Apple can still refine its products at a very high level.
And remember: this was the flagship-device presentation.
There is more to come.
Rumours are already pointing to new iPads, a refreshed MacBook Air, and potential updates to the HomePod and Apple TV.
For us at Basket, that’s good news.
Apple is back in the race. Now let’s see how fast it can run.
