Key Highlights from Apple’s Launch Event
- Apple’s iPhone launch event took place today, September 9.
- A foldable iPhone and potentially smart glasses were unveiled.
- This marked the debut event for the new CEO, John Ternus.
Today, September 9, at 10 AM PT, Apple held its highly anticipated annual iPhone event in Cupertino. The tech giant was expected to reveal a foldable iPhone aimed at competing with leading Android devices, such as the Samsung Galaxy Z Fold 8 and Google Pixel 11 Pro Fold.
Viewers can experience the event via a livestream hosted by CNET or follow real-time updates through ZDNET’s live blog, featuring two editors reporting live from Cupertino.
Also: Insights on the upcoming iPhone 18 launch – what to expect from ZDNET readers.
The anticipated iPhone 18 lineup is set to include new Apple Watches, AirPods, and more. Here’s a breakdown of what to expect based on available rumors and limited details from Apple.
Event Details: How to Watch
Schedule of the Apple Event
This year’s product launch event officially named the “Surprise and Shine” took place on September 9 at 10 AM PT (1 PM ET).
Livestream Access
For those tuning in online, the event can be streamed on CNET’s platform, the official Apple website, Apple TV, or through the company’s YouTube channel.
Live Blog Updates
For up-to-the-minute coverage, ZDNET is providing a live blog from the Steve Jobs Theater as Apple introduces its latest product lineup.
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Apple iPhone 17 Pro Max
Jason Hiner/ZDNET
1. iPhone 18 and the Foldable iPhone Duo
Rumors indicated the release of a foldable iPhone, alongside the iPhone 18 Pro and Pro Max models. The foldable, rumored to be called the iPhone Duo, is anticipated to be a compact device similar to the Samsung Z Fold 8, likely priced around $2,000.
Mark Gurman from Bloomberg speculates that Apple will reveal its Pro models this September, while the standard models—including the iPhone 18, iPhone SE, and iPhone Air—might be launched in the spring, a pattern consistent with previous years. This year’s iPhone models are expected to feature color options such as dark cherry, sky blue, dark grey, and silver, according to MacRumors.
Also: Should you buy the iPhone 17 or wait for the iPhone 18? Insights based on years of phone reviews.
Reports suggest that the iPhone 18 Pro Max may feature an enhanced battery capacity, with the iPhone 18 Pro increasing to 4,288mAh from 4,252mAh on the iPhone 17 Pro, while the iPhone 18 Pro Max could have 5,567mAh compared to 5,088mAh on its predecessor. Additionally, the iPhone 18 Pro Max might be equipped with a variable aperture lens, a feature exclusive to that model, enhancing its photography capabilities. Faster processing power is also anticipated for all new devices.
Several sources, including Mark Gurman and Wayne Ma, have reported a potential reduction in the size of the Dynamic Island feature this year. Furthermore, there are indications that Apple is broadening its satellite features across its iPhone lineup.
2. Apple Watch Series 12 and Ultra 4
Historically, Apple has introduced new smartwatch models during its September events, so it is highly likely that we will see at least an Apple Watch Series 12 and possibly an Ultra 4 this year. Gurman has indicated that the new watches will come in ceramic cases in white and gray, along with an innovative feature that allows the heart rate sensor to operate continuously throughout the day to monitor vital signs.
3. AirPods 5 Launch
While there have been leaks regarding future AirPods with camera capabilities, these are unlikely to debut this year. Instead, Apple is expected to unveil the AirPods 5 during the September event. Last year, Apple introduced the Pro model earbuds, the AirPods Pro 3, without updates to the AirPods 4, making this the ideal time for AirPods 5 to debut. The new AirPods will reportedly come in two versions, as indicated by Gurman: one with active noise cancellation and another without.
4. Siri 2.0 Revamp
At the Worldwide Developers Conference held in June, Apple introduced a revamped Siri, setting a course for more competitive performance against rival digital assistants like Gemini. This enhanced version of Siri is expected to integrate across all new products, including iPhones, Apple Watches, AirPods, and MacBooks.
Also: Will your device support iOS 27? Some older models won’t.
Leadership Change: John Ternus Takes the Helm
This year’s keynote will feature a new face as Tim Cook steps down, making way for John Ternus as the new CEO of Apple. Ternus, who previously served as senior vice president of hardware, brings 25 years of experience at the company, contributing to numerous products including the iPhone, iPad, Mac, Apple Watch, AirPods, and Apple Vision Pro.
Ternus follows in the footsteps of Cook, who transformed Apple from a $350 billion company to a $4 trillion giant during his 15-year tenure.
Event Invite: Hidden Clues?
In keeping with Apple tradition, the event invitation may hold hints about the upcoming product releases. The invitation features a bright blue sky and a radiant sun within the Apple logo, accompanied by the phrase “Surprise and shine.”
Also: Understanding Apple’s Upgrade Program – Is leasing an iPhone a suitable option for you?
Speculation arises about the significance of the sun imagery. Some suggest it might relate to sunglasses—perhaps even Apple’s smart glasses—hinting at what could be unveiled today. Alternatively, the color blue could indicate a new shade for the iPhone.
Ultimately, these interpretations remain speculative, and the true revelations will unfold shortly.
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