“Every new generation of Apple devices receives great attention from technology enthusiasts, but this year we wanted to mark the start of sales not only with new products on store shelves. On the first morning, we gave the opportunity to see, unpack, and try the latest devices live. This year, updates are abundant across the entire Apple device family – the new models feature higher performance, advanced functions, and longer battery life,” says Andrius Mežetis, CEO of C&C in the Baltic States.
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For photography lovers – more powerful iPhone 18 Pro and iPhone 18 Pro Max
Among the most important news this year are the iPhone 18 Pro and iPhone 18 Pro Max, which focus mainly on the camera, performance, and battery life. Photography enthusiasts should be pleased with the 48 MP Fusion main camera with variable aperture – it will allow capturing more details even in low light, and when taking portraits – highlight the person and naturally blur the background. The 8x optical quality zoom will be useful for clearly capturing distant objects, and the ability to film simultaneously with the front and rear cameras will allow capturing both the ongoing action and your reaction in one video.
The foundation of the new models is the A20 Pro chip with a dual 16-core Neural Engine. According to Apple, its graphics processor performance is up to 40% higher than in the previous generation iPhone 17 Pro Max models, so the phone will run smoothly when gaming, editing photos, or videos.
One of the biggest leaps of the new iPhone 18 Pro generation is battery life. The iPhone 18 Pro can be used up to 24 hours on a single charge, and the iPhone 18 Pro Max up to 30 hours. Using a compatible adapter, the battery can be charged up to 50% in about 15 minutes.
Device durability is also important for everyday use. The front of both models is protected by Ceramic Shield 2, which is three times more scratch-resistant compared to the iPhone 16 Pro. The iPhone 18 Pro and iPhone 18 Pro Max will be available in four colors – Burgundy, Glacier, Silver, and Black.
iPhone Duo – the first foldable iPhone
One of the standout news this year is the iPhone Duo, the first foldable iPhone, whose sales in Lithuania will begin in the second half of October. When unfolded, the device reveals a 7.6-inch Super Retina XDR display – the largest iPhone screen to date, 50% larger than the iPhone 18 Pro Max. When closed, the phone remains compact and easy to hold, and when unfolded, it provides much more space for movies, games, browsing, and working with apps.
The foldable design allows the iPhone Duo to be used in completely new ways. On the large screen, two apps can be used side by side simultaneously, and when the phone is placed upright or partially folded – you can watch videos, exercise following a video, or participate in a video call without holding it in your hands.
The iPhone Duo has a 48 MP Fusion main camera and a 48 MP Fusion Ultra Wide camera. The external screen can show a live preview to the person being photographed, and when photographing children, playful animations appear on it to help direct their gaze to the camera.
The iPhone Duo runs on the A20 Pro chip, and its battery allows watching videos for up to 31 hours on the internal screen and up to 44 hours on the external one. The device has a sturdy titanium construction, is protected by Ceramic Shield, and is water and dust resistant.
Apple Watch Series 12 – the most accurate Apple watch for heart rate measurement
The new Apple Watch Series 12 pays even more attention to health and physical activity monitoring – the watch features the most accurate Apple heart rate measurement in a wearable device. It measures heart rate variability (HRV) every five minutes, and this data provides more information about stress and body recovery. The readiness feature, which evaluates recent physical activity, vital signs, and sleep, provides an overall assessment that helps decide when to exercise more intensively and when to rest more.
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When exercising, the watch helps monitor workout intensity based on heart rate, choose the desired running pace, and see workout metrics in real time. The Apple Watch Series 12 also allows monitoring sleep and receiving its evaluation.
The aluminum case Apple Watch Series 12 will be available in dark bronze, light gold, black, and space gray colors; titanium – in shining gold titanium and natural titanium. The ceramic model will be available in Pearl White and Night Blue colors.
Apple Watch Ultra 4 – for intense sports and active leisure
Designed for active sportspeople, the Apple Watch Ultra 4 stands out with a battery lasting several days and advanced workout tracking capabilities. The precise dual-frequency GPS will be useful for running or cycling longer routes, and the watch is suitable for various workouts – from running and triathlon to mountain biking and strength training. In the extended workout mode, tracking can last up to 45 hours, and just 15 minutes of charging provides up to 18 hours of use.
Like the Apple Watch Series 12, the Ultra 4 monitors heart rate variability (HRV), which provides more information about stress and recovery. The watch also analyzes recent physical activity, vital signs, and sleep, and provides a readiness assessment to help decide when to rest and when to choose a higher physical load. The titanium case, sapphire glass screen, and water resistance up to 100 meters make the watch suitable for active leisure and water sports. The Apple Watch Ultra 4 will be available in black or natural titanium colors.
AirPods 5 – improved noise cancellation and richer sound
Among the news are also the AirPods 5 with improved active noise cancellation. Adaptive sound adjusts noise cancellation with the ability to hear the environment, and when you start speaking, the earbuds automatically reduce the volume of the content being listened to.
The updated acoustic architecture ensures richer sound, and the voice isolation feature helps hear voices more clearly during calls even in noisy environments. Personalized spatial audio provides a more immersive listening experience when watching movies, listening to music, or playing games.
The AirPods 5 are dust, sweat, and water resistant, making them suitable for sports. With active noise cancellation on, they last up to 4 hours on a single charge, and up to 20 hours with the case. The version with a wireless charging case lasts up to 5 and 22 hours respectively, and the case can be charged with an Apple Watch or Qi standard charger.
For those who want to use the latest Apple devices without paying the full amount upfront, C&C offers the SmartDeal rental-subscription service. It allows using the chosen device without an initial payment, and the monthly fee can be up to 30% lower than standard leasing. After the selected 12–36 month period, the device can be returned and, by signing a new contract, upgraded to the latest model.
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