Apple’s September product launch event kicks off on Wednesday, and there is so much to look forward to. It’ll be a milestone for the company in multiple ways.
First off, the “Surprise and Shine” event be the first with John Ternus welcoming everyone, not Tim Cook. He became Apple CEO just days ago, and will surely be acting as ringmaster for all the announcments.
That will keep him busy, with plenty of new products on the agenda. The first folding iPhone is expected to be the star of the show, joined by the iPhone 18 Pro and Pro Max, Apple Watch Series 12 and Apple Watch Ultra 4, with potentially even more products in store.
Here’s everything expected to take the stage at the Steve Jobs Theater in Apple Park on September 9.
Expect John Ternus to run the September product launch event (like he now runs Apple)
John Ternus officially took over as Apple CEO from Tim Cook on September 1, ending Cook’s 15-year tenure at the helm.
Ternus is very much a “hardware guy,” having spent much of his Apple career overseeing the development of the company’s computers and other products before becoming CEO. As Apple’s former head of hardware engineering, he has had a hand in the development of virtually every major product line, so the devices unveiled at this event are hardly unfamiliar territory for him.
In other words, while this may be Ternus’ first product launch as CEO, he’s been involved behind the scenes in bringing many of these products to life. And here’s excited.
“We have a huge launch next week that’s going to be phenomenal,” he told employees during his first day on the job.
The folding iPhone will steal the show
AI image: Google Gemini/Cult of Mac
The biggest announcement at Apple’s September event will surely be the long-rumored foldable iPhone… sometimes referred to as the iPhone Ultra.
Leaks point to a book-style design that opens to reveal a 7.8-in foldable display. It will usher in the most significant change to the iPhone design since… ever.
The iPhone Ultra is a controversial move. Early Android foldables were laughably bad, and some people still harbor doubts that Apple can do better. And there’s no question that the handset will be expensive.
But an iPhone that breaks the product line out of its rut is overdue, and Apple seems ready to offer a screen as large as an iPad that still fits easily in a pocket.
Bring on iPhone 18 Pro and Pro Max, but not iPhone 18
Photo: D. Griffin Jones/Cult of Mac
Apple is also expected to launch the iPhone 18 Pro and iPhone 18 Pro Max at the September event. These are expected to be quite similar to their predecessors, but in new colors: possibly silver, dark cherry, and sky blue.
The big changes will be internal. The two iPhone 18 Pro models are rumored to be powered by Apple’s new A20 Pro processor and get a smaller Dynamic Island along with improvements to wireless connectivity.
The iPhone 18 Pro Max could get an especially exciting upgrade: a variable-aperture main camera that will give photographers more control over depth of field.
But do not expect to see a regular iPhone 18 at this event for good reasons. Multiple reports indicate that Apple will split its iPhone lineup into two annual launches. That means the iPhone 18, iPhone 18e and second-generation iPhone Air have been pushed back to spring 2027.
As a result, Apple’s September event will heavily feature premium handsets: iPhone Ultra, iPhone 18 Pro and iPhone 18 Pro Max.
Apple Watch Series 12 and Ultra 4 are coming, too
New Apple Watch models are also expected at the September “Surprise and shine” event. We can look forward to the Apple Watch Series 12 and Apple Watch Ultra 4.
Neither model is expected to receive a dramatic redesign. Instead, Apple is reportedly concentrating on faster performance and improvements to fitness and health tracking, including a possible upgrade of the existing hypertension alerts feature. Still, a new-generation processor could provide a welcome performance boost after several years of relatively modest Apple Watch chip upgrades.
Rumors also suggest Apple could bring back a ceramic case option for the Series 12.
- See also: Apple Watch Series 12: Everything we know so far
- See also: Apple Watch Ultra 4 rumors: Everything we know so far
Plus new AirPods, Apple TV and HomePod
AI image: ChatGPT/Cult of Mac
The list of items on Apple’s agenda for the September 9 event could be quite long. But note that while the new iPhones and Apple Watches are a virtual certainty, the following products are considerably less so. Apple could easily save them for another event.
AirPods with cameras are still many months away, but AirPods fans might have something to look forward to: AirPods 5. Leaks indicate an updated version of Apple’s basic earbuds will once again come in a standard model plus one with active noise cancellation, and audio performance improvements to both are expected.
For many months, rumors have pointed to new versions of the Apple TV 4K and HomePod mini. They’ve apparently been held up waiting on the AI-enabled version of the Siri voice assistant, and that launches in September, so the wait could be almost over.
Speaking of Siri AI, rumors point to Apple entering a new category: a smart home hub designed around the smarter Siri. This will apparently be Apple’s first smart display built for the home. Expect a tabletop version and one that hangs on the wall, each with a seven-inch touchscreen.
More Apple products that are more likely in October or later
The “Surprise and Shine” product launch event might not be the only one Apple holds this fall. Leaks and rumors indicate that the company has plenty more to launch in the next few months. While it’s possible some of these will show up next week, it’s unlikely all of them will. Except some of them in October, but others in early 2027.
At the top of the list is the first-ever touchscreen MacBook. This is rumored to boast so many new features that it’s a potential game changer for Apple. Beyond touch support, it’ll supposedly be the first macOS notebook with a beautiful OLED display. The computer is also expected to get a redesign that’ll carry through to other MacBooks throughout the next year.
The M6 processor that recently debuted in the 2026 Mac mini is reportedly headed for the iMac, too. That’ll bring a significant performance bump to the colorful desktop, as the latest version has an M4.
Those in the market for more basic laptop can keep an eye open for the M6 MacBook Pro. This is rumored to be a “chip-and-ship” refresh of the current M5 version, just with a speed boost thanks to the newer processor.
Apple is also hard at work on the first iPad mini with an OLED screen. In addition to a better display, look forward to a faster processor for running Apple’s AI.
Other Apple devices that have been the subject of recent rumors won’t be out before 2027. That includes the M6 MacBook Air, the MacBook Neo 2, the budget iPad 12, an OLED iPad Air and an M6 iPad Pro.
Ed Hardy has been writing full-time about tech for 26 years, and using it for much longer than that. His intro to Apple was a Macintosh SE/30 (which he still has), but now he uses a 13-inch iPad Pro as his primary computer.
That’s because he’s a “tablet first” type of guy. Rather than use a Macbook, he connects a keyboard case to the iPad. And instead of a desktop Mac, he connects his tablet to a 27-inch display and full-size keyboard. (So don’t try to tell him that everyone has to use a Mac to be productive.)
Before coming to Cult of Mac, Ed wrote for NotebookReview, TabletPCReview and Brighthand, as well as other sites.
