Apple has announced that the iPhone 18 Pro offers three times the cooling performance of last year’s model.
A new chip design puts the CPU closer to the “next generation” vapor chamber, for greatly improved cooling to support sustained high-performance use …
more…
Apple’s “Surprise and Shine” event might be the most anticipated iPhone keynote in 10 years. It all kicks off today, and like you, we can’t wait! So join us as we count down the hours and minutes with all the latest rumors, leaks, and speculation leading up to the big event on Wednesday, September 9, at 10 am PT.
You can watch the full keynote right here using the embedded YouTube link below or on Apple.com on your iPhone or Mac. The “Watch Now” tab in the TV app on the Apple TV will also show the stream live.
4 mins ago, By Michael Simon
48MP Fusion Camera with variable aperture that adjusts automatically based on the scene. When you’re in a darker environment, the aperture opens to let in around 50% more light, while night mode captures are faster with better quality.
9 mins ago, By Michael Simon
IPhone 18 Pro has a next generation vapor chamber that helps the system manage even more heat. It has three times the surface area as the one in iPhone 17 Pro. Deionized water is constantly cycled throughout the system for significantly improved thermals. Combined with the new chip’s efficiancy, you’ll get 36 hours on the iPhone 18 Pro and an absolutely insane 45 hours on the 18n Pro Max.
Michael Simon
Apple’s newest iPhone chip has Apple’s latest six core CPU featuring two of our new super cores that are up to 20% faster and four efficiency cores, all integrated with neural accelerators that power low latency on device AI workloads as a significantly advanced GPU and a new version of the neural accelerators with 2x faster 8-bit floating point math.
Jason Cross
So far, the iPhone 18 Pro pitch is all about how you should be excited for iOS 27 and now about why you would need or want a new iPhone.
18 mins ago, By Michael Simon
A20 Pro with new CPU core and GPU core, and “massive advancements in the most important areas intelligence, performance, battery, and camera.”
New colors: Silver, Deep Black, Glacier (Light Blue), and Burgandy (Dark Cherry).
Not only that, you can write and edit with Siri virtually anywhere you type, like generating an email to your kids soccer coach while on the go. Plus Siri AI sounds incredible. That’s because iPhone 18 Pro takes advantage of our most advanced on-device model ever, which powers expressive voices. You can pick from multiple options, then customize the pace and expressivity.” But we’ve seen all this before.
Siri AI will have usage limits but “most iCloud+ plans” will offer increased access.
19 mins ago, By Michael Simon
This isn’t a new product category but rather an explanation of what the iphone is: “First, you would want something that is always with you, deeply personal and able to bring intelligence to the moments when it matters most. You’d require a powerful processor that can run incredibly capable on-device models to quickly answer questions in the moment and pervasive networking to access knowledge and even more capable models in the cloud.
There’s no product in the world better designed to be your intelligent personal hub than iPhone.”
Jon is describing Apple Intellgence’s privacy and iPhone’s AI abiltities. “So today we’re going to take these experiences even further with the next generation of iPhone. And here it is.”
24 mins ago, By Michael Simon
A video montage of actors describing how a show or movie should open and then Tim Cook starts narrating the video of “our main character, no no no,. not me, that’s your guy.” And it’s John Ternus.
24 mins ago, By Michael Simon
The music has faded and the blue Apple logo has given way to an iPhone 17 Pro camera, with a message, “The following was shot on iPhone.”
35 mins ago, By Michael Simon
We’ve got less than 10 minutes until we get out first look at Apple’s folding iPhone project! Get ready everyone!
55 mins ago, By Michael Simon
Get a snack and a drink and meet us back here at 10am PT/1pm ET for the start of the show!
2 hours ago, By Michael Simon
It looks like Apple’s iPhone event will be filled with more Shine than Surprises. According to Mark Gurman’s somewhat playful tweet, Apple is holding back some rumored products that are supposedly ready to launch, including the touchscreen MacBook, Apple TV 4K, and HomePad smart home hub. As he quips, “don’t worry. It’s only September.” So you can probably expect at least one more event later this fall.
3 hours ago, By David Price
For several years now I’ve complained about the fact that basic iPhones, despite costing less, come with much nicer colors than their Pro equivalents. Why can’t Pro users have fun too?
Perhaps Apple heard me, because last year’s Pro-exclusive Cosmic Orange was arguably Apple’s funnest color yet. (I’m using that word deliberately to prepare readers for the likely grammatical crimes of today’s Apple event.) But if the pre-launch rumors are true, that was only the precursor for a huge anti-fun announcement today.
The iPhone 18 Pro, according to our sources, will come in black, silver, light blue, and a charming burgundy branded as Dark Cherry. Less fun, arguably, than the green, blue, and lilac which the iPhone 17 will continue to offer (because its successor won’t arrive until the spring). But infinitely more fun than the poor iPhone Ultra/Duo, which is expected to come in just two colors: dark blue, and white. Despite starting at $2,000, and going all the way up to $3,000 if you want the top storage tiers.
The more you pay, the less fun you get. Make it make sense, Apple.
David Price / Foundry
3 hours ago, By David Price
It’s been pointed out in the Macworld offices that Microsoft wasn’t the first tech company to use the name Duo on a product. Apple itself had the PowerBook Duo, a line of laptops sold between 1992 and 1999. Which therefore predate the Surface Duo by the small matter of 28 years.
More recently, there was the (not terribly good) MagSafe Duo charger. And in a matter of hours, if Mark Gurman’s sources are correct, we will get the iPhone Duo.
Christopher Phin / Foundry
3 hours ago, By Michael Simon
In a tweet to followers ahead of the big event, new CEO John Ternus shared a 12-second video of a beam of light that first shines at the viewer and then pans down to shine on what appears to be a camera lens. It’s hard to see it as anything other than a tease for the iPhone 18 Pro’s rumored variable aperture camera. At any rate, it’s certainly a departure from Tim Cook’s keynote messages, which were filled with little more than vague excitement.
X/@johnternus
3 hours ago, By Michael Simon
Apple has never allowed you to use your Apple Pencil on anything other than an iPad, but the folding iPhone could change that. According to Mark Gurman, the iPhone Ultra/Duo will indeed support Apple Pencil, so you’ll be able to doodle and draw on the screen just like you can on your tablet. It’s not clear whether both screens will support Apple’s stylus or just the inner one, though.
5 hours ago, By Michael Simon
We’ve been bracing for an iPhone price increase ever since Apple hiked prices on Macs and iPads by hundreds of dollars in June. A new report from Mark Gurman claims they won’t be as bad as that: Apparently the new iPhone 18 Pro and Pro Max will cost $100 more than the current models, in line with previous price hikes.
6 hours ago, By David Price
As part of the usual pre-event ritual, Apple has taken down its online store. “We’re making updates to the Apple Store,” the text reads. “Check back soon.”
It’s hard to believe that a company with Apple’s resources needs five hours to update an electronic storefront, but by this point it’s become a tradition more than anything else. And maybe there’s some element of kindly advice to customers: “Please don’t buy anything this morning, it’ll be outdated by lunchtime.”
Apple
6 hours ago, By David Price
It’s not exactly a secret that Apple is about to announce a bunch of new hardware products, but it’s still surprising to see the evidence in black and white before the event begins. But sure enough, dozens of new Apple hardware identifiers have been spotted on the company’s services backend.
It’s important to note that these won’t necessarily all appear today; the iPhones and Apple Watches, for sure, but the Macs and iPads are likely to be delayed until later in the fall. (We don’t know for sure if there will be an October/November event. They may just appear in a press release.) The real enigma, however, is HomeAccessory17,1 and its two siblings. Could that be the much-anticipated smart home hub? We’ll find out in a few hours.
8 hours ago, By David Price
Forget iPhone Ultra, forget iPhone Fold… the latest breaking news is that Apple’s first ever folding handset will be called the iPhone Duo. That’s according to Mark Gurman’s sources, and he’s generally well informed when it comes to information like this.
Gurman made his last-minute prediction in an article (subscription required) this morning. He also claimed the device will start at $2,000, have a short-and-wide design, and go on sale in October, later than the other new iPhones. But we knew all that already. The name is the real bombshell.
Some may accuse Apple of copying Microsoft, whose Surface Duo was a pioneer in this field. On the other hand, maybe Microsoft should have kept that brand going; the line was discontinued nearly two years ago. The Duo brand also goes rather nicely with Neo, as in MacBook. And, please note, it was one of the options mentioned by my colleague Emma Rowley earlier this week.
More on this story here.
9 hours ago, By David Price
They’ve got slightly lost in the iPhone Ultra hype, but Apple is also expected to launch the AirPods 5 today. These aren’t the camera-equipped models you may have seen doing the rounds after Apple accidentally leaked them (they’re not expected to arrive until next year). Instead, the main new feature of the AirPods 5 will be improved active noise cancellation, likely made possible by the inclusion of a new H3 chip. Bloomberg leaker Mark Gurman yesterday confirmed this–based on his sources, at any rate.
10 hours ago, By David Price
After months of speculation, it all comes down to this. Today’s the day for the first ever folding iPhone, and so much more.
Welcome to Macworld’s live blog for the September 9 Apple event. The event itself kicks off at 10 am PT, and is likely to last around 70 minutes. But our coverage here will last throughout the day. We’ll be bringing you breaking news and last-minute rumors for the next 9 hours or so, before bringing you the announcements (along with our expert analysis) as they happen. Then of course there will be masses of discussion of the new products after Apple’s livestream ends.
It’s going to be fun. Enjoy the ride!
15 hours ago, By Michael Simon
Casemaker dbrand has added cases and skins for the iPhone 18 Pro and Pro Max and the iPhone Ultra, in case you want to get a jump on buying one. This doesn’t necessarily confirm anything about the new phones other than the company thinks the rumors are pretty solid, since the design and colors they show almost perfectly match the reports we’ve been reading for months.
16 hours ago, By Michael Simon
We’ve been hearing reports that a new Apple TV 4K is on the way for a while. We’re not expecting it to be much of an update, but the latest information in the rumor mill suggets that it could be bigger than we thought. According to Aaron Perris on X, the new Apple TV has an identifier of AppleTV18,1, which indicates that it will have an processor in the A19 family, making it one of the most powerful devices in Apple’s lineup and much fasterl than A15 in the current model.
What does that mean for AI features? Gaming? Smart home? We’ll find out soon.
20 hours ago, By Michael Simon
It won’t just be the iPhone 18 Pro with the hot new color this year. New Balance is feeling the Dark Cherry vibes with the release of its New Balance 990v4 in a new Monarch Burgundy option. They’re not quite the 992s that Steve Jobs wore, but someone at New Balance has clearly been reading the iPhone rumors.
Foundry
22 hours ago, By Michael Simon
With less than a day to go before the keynote kicks off, there’s an interesting development concerning the Apple Watch SE 3. Over at Apple.com, every possible combination is listed as “currently unavailable” for delivery or pickup. And if you order one at Amazon, you won’t get a delivery date. That’s strange.
For comparison, you can order a Series 11 or Ultra 3 without a problem. I’ve been covering Apple events for many years and have never seen an entire product spontaneously disappear from the store less than a day before the event is supposed to start. I don’t know what to make of it.
Chris Martin / Foundry
23 hours ago, By Michael Simon
A code spelunker has discovered a few clues hidden in the iOS 27 beta that point to new Apple Watch features. There’s nothing particularly groundbreaking, but the Series 12 watch will reportedly get an updated heart-rate sensor as well as a significant storage boost to 128GB. Apple last updated its heart-rate sensor with a 3rd-gen model with the Series 6, so a new sensor is definitely overdue. As far as the storage goes, it’s probably related to on-device Apple Intelligence models, because I don’t know why anyone would need that much storage on their watch.
1 day ago, By Michael Simon
Mark Gurman reports that Apple is planning to launch a new Readiness app alongside the new Apple Watches tomorrow “as a variant of the Vitals app.” The Vitals app on Apple Watch brings together key health metrics such as heart rate, sleep, and blood oxygen to give users a deeper understanding of their daily health, so this app will presumably use similar information. Gurman says this new app will “better compete with software from Whoop & Oura” along with improved heart-rate sensing on the new watches.
1 day ago, By David Price
Rumors strongly suggest that the iPhone 18 Pro and 18 Pro Max will be available in a classy new Dark Cherry finish: a rich burgundy wine color. (If that’s not your bag, don’t worry. There will also be more prosaic dark gray and lightish blue options.) We expect this color to be wildly popular, much as Cosmic Orange was last year. But Apple won’t have the burgundy phone market all to itself.
Ever since the dark-red iPhone rumors started, Android manufacturers have been falling over themselves to copy Cupertino’s colorway, from the Poco F9 Ultra and Tecno Camon Slim 5G to the Huawei Pura X View and Xiaomi 18 Fold. As Tech Advisor reports, burgundy is the new orange. And pre-emptive plagiarism is the new originality.
Poco, Macworld, Huawei
1 day ago, By David Price
“We have great respect for these words,” said Tim Cook in 2017, “and we don’t use them lightly.” Those words, of course, were One More Thing.
That little phrase has signalled the arrival of some of Apple’s most iconic products and services, including the iMac G4, the MacBook Pro, FaceTime, the Apple Watch, Apple Music, and the iPhone X. Will it be uttered this year, and if so, what will it herald?
We discussed this on the podcast, and figured it would be a nice moment if new CEO John Ternus got the chance to utter those immortal words as part of his debut. (Debut as overall event host, that is. He’s spoken in individual segments before now.) The most obvious product to get the One More Thing treatment is the iPhone Ultra, but a bigger surprise would be the arrival of Apple’s long-rumored smart home hub. Either would work.
But Macworld readers put forward other ideas. At the less serious end, jimrock reckoned “It’d be really sick if he announced a $2,000 monitor stand” while Adam Moran proposed “One more thing: Now shipping iPhones with a charger.” Hashtag courage.
Moving on to things that could happen (but won’t), Rob K put forward “One more thing: iPhone Air 2 with 6,000 mAh silicon carbon battery, three cameras, and no stupid fold.” And Tower Lord suggested “AI-driven smart glasses. Minus the creep factor found in Meta glasses. Instead, true spatial computing. The ultimate personal computer.” Get rid of the AI part and we’re on board.
And finally, a note of sanity from Mike: “One more thing was Steve’s thing. Can we please stop measuring every CEO against Steve and let them be their own leaders?”
Apple
1 day ago, By Michael Simon
When Apple (allegedly) unveils its first folding iPhone tomorrow, Greg Joswiak or whomever gets the honor of announcing the phone on the stream, will talk about the displays, interface, cameras, design, and anything else Apple feels is worth highlighting. What they probably won’t spend a lot of time talking about is the crease.
Ever since Samsung’s first folding phone arrived, the center display crease has been an issue. It’s gotten better over the years, but it’s still the biggest hurdle for new customers to overcome. Even on the newest phones, you can see it when it’s opened and feel a little valley while using it. It’s flies in the face of Apple’s pursuit of perfection and likely the reason why we haven’t gotten a folding iPhone until now.
Earlier this year, it was reported that Apple had devised a way to overcome the crease with a combination of ultra-thin glass (UTG) and an optically clear adhesive that allows “the folding area to be locally thinned at the bending axis to improve bendability.” Samsung’s newest flagship phone features a display with a 60-micrometer UTG layer, which is likely a similar material to what Apple will use.
No folding phone has been able to completely eliminate the crease. Will Apple be the first?
Luke Baker
1 day ago, By David Price
Tim Cook chose an interesting moment to resign from the CEO hotseat: September 1, a week before the biggest event of Apple’s year. It’s understood that he did this so that John Ternus could have the fun and credit of announcing the iPhone Ultra himself, and begin his reign on a positive note. Bloomberg reporter Mark Gurman has referred to this as a “massive tailwind” for the incoming CEO.
But Gurman has plenty more to say about recent squabbles and politicking at the top of Apple’s hierarchy, and there could be some complications for the new boss. Read the Macalope’s latest article for all the dirt and some very convoluted metaphors.
1 day ago, By David Price
Sad to say for an event with the word surprise in its tagline, but there don’t seem to be many mysteries left concerning the foldable iPhone. With one notable exception: its name.
In the early days, most pundits referred to the rumored device as the iPhone Fold for obvious, logical reasons. But in the spring, we all started calling it the iPhone Ultra, even though, features-wise, that doesn’t entirely make sense. And with just one day to go until the announcement, case makers still can’t decide between the two options, with some plumping for Fold and others for Ultra in their pre-launch marketing materials.
And this all assumes that Apple won’t pull a last-minute switcheroo and go for iPhone Duo or iPhone Folio instead.
Over on our sister site Tech Advisor, Emma Rowley discusses the thorny question of the foldable iPhone’s name.
1 day ago, By David Price
Last year, the iPhone 17 Pro Max and iPhone Air competed for the title of Apple’s flagship handset. The Air was certainly more interesting, but the Pro Max was a far better specced, more powerful phone (not to mention more expensive). But this year there will only be one clear winner: the iPhone Ultra. Will you yield to temptation and pay what’s likely to be more than $2,000 for Apple’s first foldable smartphone?
One commenter on our YouTube channel is leaning towards no.
“If I was purchasing an iPhone and an iPad at the same time, then I would consider the Fold as it might work out cheaper than buying two separate devices,” writes christopherclarke6184. “But I am happy with my iPad M4 and iPhone 17 Pro Max so won’t be upgrading for a while… unless Apple has something special I may need. I’ll still be watching the show, though.”
Apple will be hoping for strong interest from the early adopter crowd, but given that this is an entirely new market for the company and a very high price, moderate sales may be enough in the short term.
1 day ago, By David Price
One big difference this year is that the main host will be Apple’s new CEO, John Ternus, rather than Tim Cook. Ternus is a relative unknown to members of the public, and Apple fans will be keen to see how he handles hosting duties. Will he be a showman, like Steve Jobs? Quietly professional, like Cook? Or something new and unique to himself?
That’s not to say we’ve got no idea how he’ll carry himself in a presentation. As head of hardware Ternus spoke at multiple keynotes and product launches in the past, including the iPhone reveal last fall. His manner was very positive, with lots of superlatives, while being unafraid to delve into technical detail. But acting as main host is a different assignment, so we may see a new side to him on Wednesday.
In the meantime, read Alex Blake’s piece on the new boss, in which he describes Ternus as “the perfect CEO for this Apple era.”
Apple
2 days ago, By Michael Simon
Our sources report that Apple will offer the iPhone Ultra in just two colors for its debut. The first is silver, which we expect from a new iPhone, but the other is a little different: Dark Blue. Apple regularly offers its iPhones in various shades of blue, of course, but it’s rare for a brand new model to arrive in anything other than black and white.
2 days ago, By Michael Simon
According to Mark Gurman’s latest Power On newsletter, Tim Cook won’t make an appearance in this year’s keynote. While he reports that he will be at Apple Park for the event, Cook has officially and completely handed the reins to Ternus, who will be the face of the Surprise and Shine event.
2 days ago, By Roman Loyola
On the newest Macworld Podcast, Michael Simon and Jason Cross talk about what to expect at Apple’s Surprise and Shine iPhone event. What iPhones will Apple release? How will John Ternus do in his first keynote as Apple CEO? And will there be a “One more thing”? Get ready for the event by tuning in to the podcast.
2 days ago, By Michael Simon
The iPhone Ultra doesn’t exist yet, but you can find cases all over social media. It’s worth noting that case manufacturers don’t get information from Apple ahead of events, but they pay very close attention to the rumors and some probably have their own sources in the supply chain. Are they real? We’ll know in just a couple days.
2 days ago, By David Price
Apple has given this week’s showcase the tagline “Surprise and Shine.” But what’s the big surprise? Apple’s September events are among its most predictable, almost always revolving around new iPhones and new Apple Watches, and sometimes new AirPods.
Is John Ternus going to spring a surprise in 2026? After asking this question on TikTok we’re unconvinced by the idea of an Apple alarm clock (sorry), but another reader’s proposal of a “tabletop Pixar light robot personal assistant with Siri” is a little more plausible. That sounds a lot like the rumored smart-home hub which Apple has been working on for years, and could make an appearance this week. It could even turn up as One More Thing at the end and make for a fun encore.
But ultimately the most likely outcome is that, as far as Apple is concerned, the widely expected foldable iPhone counts as the surprise. To those of us who live in the Apple rumor bubble the iPhone Ultra (or iPhone Fold) now looks like virtually a sure thing for Wednesday’s presentation, but to the wider community it’s far less well known. And officially, of course, it doesn’t even exist. Surprise!
2 days ago, By David Price
Apple loves to launch at least one new color for each iPhone generation. Partly this allows the company to prune the colors which sold poorly the year before and experiment with alternatives, but the main advantage is that it allows customers to show off the fact they’ve got a new phone, even if the design is otherwise the same. Those who bought the iPhone 17 Pro in Cosmic Orange last year got some major bragging rights.
Perhaps surprisingly, the wildly popular Cosmic Orange is expected to be dropped from the range this year. The two new finishes are a little less garish: a dark-red/burgundy wine color, expected to be branded as Dark Cherry, and a light blue. Macworld exclusively revealed these colors in the summer.
If you’d like to see more of the new finishes, take a look at this leaked video, which appears to show demo models of the iPhone 18 Pro (in blue) and 18 Pro Max (in Dark Cherry).
2 days ago, By Michael Simon
Generally, Apple opens up pre-orders for all the new iPhones and Apple Watches on the Friday following the Apple event at 5am PT. However, with 9/11 falling on Friday this year, it’s likely that Apple will delay the launch one day out of respect for the anniversary. Pre-orders instead are expected to begin on Saturday at midnight PT.
2 days ago, By Michael Simon
In case you haven’t been following the rumors, Apple isn’t expected to launch a new iPhone 18 this week. That means the iPhone 17 will be on shelves alongside the iPhone 16 and 16 Plus for another six months. This would be the first time (other than the budget SE and e models) that Apple has spilt the new iPhones into separate launches and could create some serious FOMO for annual updaters.
2 days ago, By Michael Simon
Just like last year, we’ve gotten our hands on Apple’s iPhone event keynote script ahead of the big reveal, and we’re sharing it all with you: the bad jokes, clever marketing, outrageous prices, and big surprises. Read it all before it happens.
*May not be real
2 days ago, By Michael Simon
Welcome to the Surprise and Shine live blog! You don’t need to wait till Wednesday to get up to speed on everything Apple’s releasing. Over the next two days, we’ll share rumors, features, roundups, thoughts, reader comments, and lots more. Stay right here for everything you need to know.
Apple might have dubbed this the “Surprise” event, but we have a pretty good idea what Apple is going to announce. Here’s what we expect to see:
iPhone Ultra/Duo: Apple is almost certain to launch its first folding phone this week. We’re expecting a passport-style design with a 5.5-inch cover display and a near-8-inch inner display when opened.
iPhone 18 Pro and 18 Pro Max: We expect a similar design with a faster chip and a better camera system, possibly including a variable-aperture lens for the first time.
Apple Watch Series 12: The latest Apple Watch update will reportedly be a minor refresh with a new chip, all-day heart-rate tracking, and maybe the return of a ceramic finish.
Apple Watch Ultra 4: Like the Series 12, the Ultra 4 is expected to be a minor refresh largely focused on a new chip tuned for Siri AI.
AirPods 5: Apple is rumored to be launching a new pair of low-end AirPods, but we don’t know much about them.
Smart home: It’s less likely that Apple’s rumored smart-home hub arrives at this event, but we could see an updated Apple TV 4K and HomePod mini.
iPhone 18 Pro is now official. Apple just kicked off its big event today, and the first new products include the iPhone 18 Pro and iPhone 18 Pro Max.
more…O Threads disponibilizou uma nova versão do seu painel de insights destinado aos criadores da plataforma, expondo com mais clareza o funcionamento do seu algoritmo.
Além de seguir apresentando a quantidade de visualizações, espectadores, curtidas e republicações, agora o painel conta com resumos gerados pela Meta AI sobre o desempenho da conta e de postagens individuais, comparando o alcance e engajamento da sua conta.
Em um salto qualitativo, a IA da Meta é capaz de detalhar a porcentagem de queda nas visualizações e interações, bem como as preferências do público e o perfil demográfico médio dos seus seguidores.
Mas, como observado pelo Engadget, apesar das adições houve a remoção de uma métrica: a das visualizações sobre cliques em links. Antes mesmo dessa decisão da Meta, a intenção (ou falta dela) da empresa quanto à saída do app já foi motivo de muitas especulações, sobretudo se a Meta boicotava (ou não) o alcance dos criadores que adicionavam links externos em suas publicações.
via TudoCelular.com
MBLM has released its annual study of brand intimacy, and Apple has dropped to number seven on the list.
Brand Intimacy is defined as “the emotional science that measures the bonds we form with the brands we use and love.” The Brand Intimacy Report compared over 600 brands across 19 industries.
MBLM measures “brand intimacy” by examining users’ emotional connections to a brand, including the characteristics of their bond across categories such as nostalgia, indulgence, and identity. It also measures the intensity of a user’s connection with the brand.
Apple scored a 55.5 in the report. Ahead of it are: Disney (62.1), Costco (60.3), Samsung (59.5), Netflix (57.7), Target (57.2), and Amazon (55.6).
In 2018, Apple ranked first in the Brand Intimacy Report. It’s score has been declining since.
I hope you’ll help support Apple World Today by becoming a patron. Almost all our income is from Patreon support and sponsored posts. Patreon pricing ranges from $2 to $10 a month. Thanks in advance for your support.
The post Apple drops to seventh on MBLM’s ‘Brand Intimacy Report’ rankings appeared first on MacTech.com.
A MBLM divulgou seu estudo anual mais recente sobre as marcas que tem as “conexões mais íntimas” com seus clientes — avaliando o grau de apego dos consumidores a empresas específicas.
Embora geralmente bem colocada nesse ranking, neste ano a Apple não ficou em uma posição muito prestigiada: a empresa está agora na sétima colocação da lista (e em segundo lugar no ranking do setor).
Com isso, pela primeira vez, ela foi ultrapassada pela sua rival Samsung (que ocupa a terceira posição geral e a primeira em tecnologia).
Na avaliação da MBLM, a Apple tem um quociente de relacionamento de 55,5, sendo que seu arquétipo mais forte é o “ritual”.
A Apple tem 15% dos usuários na fase de compartilhamento, 7% na de vínculo e 4% na de fusão. Dos consumidores que escrevem sobre a Apple, 25,5% têm algum tipo de intimidade com a marca.
A MBLM faz essa medição examinando as conexões emocionais dos usuários com uma marca, incluindo as características de seu vínculo em categorias como nostalgia, indulgência e identidade. O estudo deste ano abrangeu 425 marcas em 23 setores.
via AppleInsider
Apple CEO John Ternus and a team of Apple executives are expected to host the company’s “Surprise and Shine” special event today, Wednesday, September 9th, at 10am PDT / 1pm EDT.
Apple’s event will be webcast from the Apple Park campus in Cupertino, California.
During Apple’s event, MacDailyNews will offer live notes on this page below.
You can watch the event live right here:
Live notes from Apple’s “Surprise and Shine” special event in reverse chronological order:
• End of event.
• Ternus: “Thank you for joining us. Have a great day.”
• Ternus recaps today’s announcements
• AAPL: 310.63, -5.60, (-1.77%) @ 2:16:21 PM EDT
• iPhone Duo commercial being shown
• Available: October 23rd
• Pre-order: October 16th
• Starts at 1999 256GB; up to 2TB available
• Apple has made two cases: iPhone Duo Folio and iPhone Duo Case
• iPhone Duo is the perfect selfie camera – use the best cameras and still see the outer display
• Dual capture in FaceTime – share both simultaneously
• Center Stage front camera
• Supports Texture and Grain control
• 4K 120 FPS video
• iPhone Duo Camera system: 48MP Fusion Ultra Wide Main Camera and 2X optical quality Telephoto
• All-day battery life, up to 31 hours of video playback (inner display); 44 hours (outer display)
• iPhone Duo is eSIM-only worldwide
• Apple’s advanced C2 Modem: 5G mmWave support in US
• Peak performance for on-device AI immediately; up to 35% higher sustained performance than iPhone 17 Pro
• Powered by A20 Pro
• Titanium pate at the bottom of display for increased durability
• Multilayer lamination display
• iPhone Duo – custom nano-texture finish for display – minimized crease visibility
• Myriad apps are being updated for iPhone Duo
• Can be your perfect bedside clock
• Standby mode available even when not charging
• Can use iPhone Duo partially folded
• Works in Portrait and Landscape (like iPad)
• Split view multitasking
• Ceramic Shield on back, Ceramic Shield 2 on front display
• Grade 5 Titanium frame
• Two colors: Star White and Night Sky
• Can unlock iPhone Duo effortlessly with Apple Watch
• Touch ID integrated into the side button
• Apple Pencil capable on either display
• 5.4-inch outer display
• iPhone mini spotted off in a corner weeping silently to itself
• iPhone Duo makes new experiences possible
• iPhone Duo and iOS 27 redefine what an iPhone can do
• System reacts when you fold our turn to side or flip it over
• As you most betwen displays, the software seamlessly transitions
• iOS 27 adjusts to fit iPhone Duo
• Very pocketable when closed
• Aerospace-grade titanium fram
• Impressive battery system
• Thinnest iPhone ever when opened
• Hinge mechanism – custom variable torque control
• Fluid transitions between opened and closed – faceTime camera behind the display
• Largest iPhone display ever designed
• Similar size to your passport
• Apple redefines the experience of using a foldable smartphone
• Introducing iPhone Duo
• Ternus: “There is one more thing”
• AAPL: 312.57, -3.65, (-1.16%) @ 1:52:03 PM EDT
• Series 12 commercial shown
• Pre-order today, available September 18th
• Ultra 4 starts at $799
• Series 12 starts at $399
• Apple Watch Ultra 4 Black and natural titanium
• Apple Watch Series 12 Titanium in gold and silver
• Apple Watch Series 12 ceramic available in white and blue
• Apple Watch Series 12 Aluminum: Space Gray, Black, Light Gold, Dark Bronze
• Apple Watch offers thousands of face and bad customizations
• New S11 chip – Always-on processor, faster CPU, faster GPU, and faster Neural Engine
• Live Rewind and Siri Recap coming later this year in beta
• New Siri Modular Face for Apple Watch
• Audio is not recorded or stored, Apple cannot listen
• Siri recap: Uses ambient listening to take notes of meetings, lectures, etc.
• Live Rewind lets you see a transcription of the last 15 seconds
• Sound recognition to Apple Watch – can listen to notify you of what’s hapening
• Audio Intelligence makes sense of what your hear using Apple Watch microphone
• iPhone, Apple Watch, and Apple Intelligence all work together in new Health app (coming later this year)
• VO2 Max test via iPhone camera – follow instructor on iPhone screen, measured by Apple Watch
• New longevity tab give you deeper insights into your health
• Health Age: a simple way to measure your data vs. your calendar age and how to improve it
• Personalize guidance powered by Apple Intelligence
• Health app is a central and secure repository – all-new design in iOS 27
• Readiness: tells you when to push and when to hold back in workouts (recovery score)
• Updated Heart Rate app
• Apple Watch’s health sensing vs. rivals: Apple Watch has the most accurate heart rate sensing in a wearable
• Higher freq. continuous heart rate data – every 5 seconds all day long – a 60X increase
• Increase electrode area, redesigned photo diodes; larger, green LEDs
• Advanced sensor array – Health Sensing System
• Both get all-new Apple Silicon
• Apple Watch Ultra 4
• Apple Watch Series 12
• Ternus: ANC is now standard across the entire AirPods lineup
• Pre-order today, available September 18th
• AirPods 5 with all of these extras in $149
• Comes with wireless charing case
• Up to 5 hours with ANC
• Second model has on-stem volume control
• AirPods 5: $129
• More duarale than ever; up to 4 hours with ANC and up to 20 hours with charging case
• Live Translation in AirPods 5
• AirPods 5 are a seamless extension between Siri AI and your iPhone
• AirPods 5 auto adjust between ANC and Transparency
• Transparency is even more natural
• The best ANC in any open ear earbud
• Active Noise Cancelation: 50% more than previous generation
• Personalize Spatial Audio improved
• AirPods 5: Open ear fit, redesigned from the inside for improved audio, adaptive EQ
• New AirPods: AirPods 5
• Ternus returns to talk AirPods
• Pre-order this Friday, available September 18th
• iPhone 18 Pro Mac starts at $1299
• iPhone 18 Pro starts at $1199
• Updated clear case, Silicone case, new wrist strap, new TechWoven cases
• iPhone Handoff – uses same number on multiple iPhones (carrier dependent)
• iOS 27 review
• iPhone 18 Pro/Max offer a Smaller Dynamic Island
• iPhone 18 Pro Max used to shoot today’s special event video
• Photographers will want iPhone 18 Pro or iPhone 18 Pro Max
• Apple Reference Image: prove the authenticity of a photo taken on iPhone 18 Pro (not available in EU or China)
• Image authenticity: Apple will support AI tagging
• Photographic styles: Texture and grain control
• Smart focus tracking uses on-device AI models to track
• Change white balance, use histogram, manually adjust aperture, adjust shutter speed
• Pro controls: Lets you customize your camera experience
• 4K time lapse
• Cinematic video after you capture video
• Camera system is paired with AI
• iPhone 18 Pro’s 48 MP fusion camera with variable aperture, custom-designed mechanical aperture
• Aperture controls how much light enters the system
• Camera: Biggest camera improvement in years
• Game demos
• Game developers can push further than ever on iPhone
• iPhone 18 Pro provides up to 24-hours usage per charge; 30 hours for iPhone 18 Pro Max
• Battery life: iPhone 18 Pro is smaller, but delivers the same battery life as iPhone 17 Pro Max
• Highest sustained performance on an iPhone – ever
• iPhone 18 Pro has a next-gen Vapor Chamber – significantly improved cooling vs. iPhone 17 Pro
• Brand new thermal design
• Silicon connected directly to Vapor Chamber
• Custom packaging, inspired by M-class chips
• 50% memory bandwidth increase
• 32-cores dual Neural Engine is an AI acellerator
• New Neural Acelerators
• 7-core GPU, 40% faster than A19 Pro
• Super cores are desktop class – fastest in any smartphoen
• 6-core CPU, 2 new super cores / 4 efficiency cores
• A20 Pro is an exceptional chip – brand new 2nm architecture
• Increased access available with “most” iCloud+ plans
• iPhone 18 Pro delivers deeply personal AI
• Siri AI and Apple Intelligence is woven throughout – in Safari, Phone app, Calendar, Camera, etc.
• Siri AI has expressive voices – powered by on-device model
• You can write with Siri AI
• Siri app lets you maintain history and sync across your Apple device ecosystem
• Siri AI has Visual Intelligence and can work with over 300K apps
• 2.5 billion Siri requests made everyday, currently (with the sucky Siri)
• Built for Apple Intelligence, Apple Foundation Models, Siri AI
• Color-matched aluminum and back glass: Black, Silver, Glacier, and Burgundy
• iPhone 18 Pro and iPhone 18 Pro Max
• Most advanced camera system ever
• Longest battery life in iPhone history
• Apple A20 Pro
• Ternus intros next-gen iPhone
• Private Cloud Compute extends privacy to the cloud when needed
• iPhone understands your context; Apple values privacy; personal data stays on-device whenever possible
• Ternus: There’s no product in the world better for personal AI hub than iPhone
• Apple’s goal: To make the best products available
• Ternus talks about inspiration and relentless pursuit of excellence at Apple
• Apple CEO John Ternus takes the stage (on video; missed opportunity; better would’ve been live on-stage)
• Narrated at the end by Tim Cook
• Opens with short film Shot on iPhone (shows the quality and versatility of iPhone camera systems)
• AAPL: 313.78, -2.44, (-0.77%) @ 12:55:27 PM EDT
• AAPL: 313.61, -2.61, (-0.83%) @ 12:29:18 PM EDT
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The post MacDailyNews presents live coverage of Apple’s ‘Surprise and Shine’ special event appeared first on MacDailyNews.
Für beinahe jede Sprache hat Apple ein eigenes Motto aufgelegt, dem originalen jedoch recht ähnlich. Auf Deutsch heißt es am 9. September ab 19 Uhr MESZ „Staunen und strahlen“. Erstaunliches wird es gewiss geben, Überraschungen wird Apple aber wohl nur im Detail bieten, zu viel ist schon über iPhone 18 Pro, iPhone Ultra und Apple Watch Series 12 durchgesickert.
Vor 6 Minuten, Von Peter Müller
36 Stunden Videowiedergabe auf dem iPhone 18 Pro, gar 45 Stunden beim iPhone 18 Pro Max. Dabei ist die Batterie physisch sogar kleiner geworden. Schneller aufladen lässt das iPhone 18 Pro nun auch.
Vor 7 Minuten, Von Peter Müller
Sechs CPU-Kerne: zwei Superkerne und 4 Effizienzkerne. 7 GPU-Kerne sollen 40 Prozent Performancezuwachs bringen, stark. Neuronale Beschleuniger sind natürlich auch dabei, die Neural Engine ist jetzt wie beim M56 verdoppelt, bringt also 32 Kerne. Der Chip ist ein wenig anders strukturiert, ähnlich wie die M-Chips aufgebaut. So kann man ihn direkt mit der Dampfkammer verbinden, die Wärme besser abführt. Die Dampfkammer hat gegenüber dem iPhone 17 Pro eine dreimal so große Oberfläche.
Vor 14 Minuten, Von Peter Müller
Leider ist bisher nichts über Siri AI in der EU bekannt. Das Werbevideo können wir beinahe überspringen. Aber klar, Apple ist stolz auf seine Weiterentwicklung, die systemweit das iPhone besser machen will. Die Stimme anpassen kann man nur mit den neueren Geräten und in der EU – genau, gar nicht. Bisher ist die Vorstellung des neuen iPhones eher eine Wiederholung der neuen Funktionen von Siri AI. Auf Deutsch wird es Siri AI noch länger nicht geben.
Vor 18 Minuten, Von Peter Müller
Apple legt gleich mit dem neuen iPhone los: Wann man auf dem Mond war, was macht man dann? Man geht zurück an die Arbeit und baut ein noch besseres. Angefangen mit dem Prozessor, einer Batterie, die den ganzen Tag hält, und einer besseren Kamera. iPhone 18 Pro in Schwarz, Silber, Glacier und Burgundy. Also doch vier Farben, aber keine davon heißt “Dark Cherry”. Sieht aber so aus.
Vor 18 Minuten, Von Peter Müller
Und spricht von der Ehre, hier präsentieren zu dürfen. Erst spricht er über KI und den Nutzen, die sie mit den richtigen Geräten hat. Das ist natürlich das iPhone, welches das alles zusammenführt. Kein Produkt der Welt sei besser als persönlicher Intelligence Hub geeignet als das iPhone. Apple Intelligence läuf so lange auf dem Gerät selbst, bis es sich an vertrauenswürdige Server von Apple wenden muss.
Vor 25 Minuten, Von Peter Müller
Der Apfel scheint in voller Größe. Die Eröffnungsszene wurde mit einem iPhone gedreht. Szene aus einem Gangsterfilm und dann sind wir in einem Wohnzimmer, in dem ein Kind Gegenstände levitiert. Und jetzt sehen wir eine Frau vor einem Badezimmerspiegel, die sich ihrer Maske entledigt. Dann einen gefesselten und geknebelten Mann, eine Szene aus einem japanischen Kriegsfilm aus dem Mittelalter, eine Verfolgungsjagd im Auto. Kann sich Apple jetzt mal für eine Szene entscheiden? Oh, Tim Cook tritt kurz auf, erst als Stimme, dann in Person – und übergibt sofort an John Ternus. “Das ist euer Mann!”
Vor 33 Minuten, Von Peter Müller
Barry can’t swin: Dance Dance Dance! Und dann “After the Rain” von Overmomo.
Vor 37 Minuten, Von Peter Müller
Wochenlang war die Rede davon, Apple nenne sein faltbares Smartphone iPhone Ultra. Aber offenbar hat man sich in Cupertino nun anders entschieden und wird das Gerät iPhone Duo nennen. Das passt dann auch besser zu den zwei Bildschirmen, die es haben wird. Inzwischen gibt es auch die ersten Produktbilder von Hüllenherstellern:
ESR
Vor 59 Minuten, Von Peter Müller
Höchstwahrscheinlich wird Apple heute nur iPhones, Apple Watches und Airpods zeigen, obwohl weitere spannende Produkte in Arbeit sind oder sogar fast reif zur Veröffentlichung. Konkret sind das Homepod Mini, Apple TV 4 und der ominöse Homepad, die das Smarthome à la Apple endlich intelligenter machen sollen. Das wäre an sich eine eigene Show wert, es besteht bei der neuen Produktkategorie Erklärungsbedarf. Auch ein neues Macbook Pro M6 und ein iMac mit dem neuen Chip, den Apple jetzt auch in den Mac Mini einbaut, sollten anstehen. Aber eben nicht heute, oder wie Mark Gurman auf X lapidar sagt: „Keine Sorge, es ist ja erst September.”
Vor 6 Stunden, Von Peter Müller
Wer unbedingt noch heute etwas bei Apple kaufen wollte, bevor es bestimmte Geräte nicht mehr gibt, ist zu spät dran. Schon kurz nach 13 Uhr MESZ hatte Apple das bekannte Schild “Wir sind gleich wieder da” in das virtuelle Ladenfenster gestellt. Nach Ende der Keynote wird der Apple Store zurückkehren, mit neuen Produkten, die vermutlich alle teurer sind als ihre Vorgänger.
Apple
Vor 6 Stunden, Von Halyna Kubiv
Sowohl Mark Gurman als auch der Quellcode von iOS bestätigen eine weitere Neuerung der Apple Watch. Zumindest die neuesten Modelle wie die Apple Watch Series 12 und die Apple Watch Ultra 4 können anhand von KI-Algorithmen den Alltag ihres Trägers oder ihrer Trägerin genauer aufschlüsseln. Gespräche oder generell Audio werden nicht aufgezeichnet.
The Apple Watch Series 12 and Ultra 4 will have privacy-focused AI feature for analyzing your day, providing a summary of what took place, including conversations. It can’t show a transcript and doesn’t record or store audio. Ultra 4 gets better battery life. https://t.co/58VLtVNka6
— Mark Gurman (@markgurman) September 9, 2026
Der Twitter-Nutzer “pdfu” hat noch im Quellcode genaue Beschreibungen der Tätigkeiten gefunden, die eine Apple Watch erfassen kann. Dazu gehören Essenzubereitung, Essen, Ausgehen, Staubsaugen, Pendeln im Bus, Pendeln im Zug, Arbeit am Laptop, Arbeit am Tablet und noch weitere rund 60 Alltagstätigkeiten zusammen mit “Unknown” also “Unbekannt”.
Ambient Sensing summaries/Recaps have fields for time and date, place, meal info, people, and their relationship to the user.
— pdfu (@itspdfu) September 9, 2026
The code supports the following activity categories:
• Eating Meal
• Snacking
• Preparing Meal
• Making Drinks
• Baking
• Plating
•… https://t.co/olgAxLhSEa
Vor 10 Stunden, Von Peter Müller
Ungewöhnlich: Der Apple Store zeichnet die Apple Watch SE 3 als “derzeit nicht verfügbar” aus. Normalerweise ist das ein Hinweis auf ein bald kommendes neues Modell, doch damit rechnen wir an sich nicht. Unsere Vermutung: Die Apple Watch SE 3 wird heute teurer, auch die erwarteten Series 12 und Ultra 4 werden einen höheren Preis bekommen als ihn die aktuellen Series 11 und Ultra 3 haben.
Vor 1 Tag, Von Halyna Kubiv
In dem Code von iOS 27 Beta 4 hat ein findiger Entwickler Spuren von einem Kombi-iPhone gefunden, das einerseits einen Ultra-Breitband-Chip führt und andererseits über Touch-ID verfügt. Bislang ist nur eine Kombination der Features möglich: Alle iPhones mit UWB-Chips haben Face-ID. Die iPhones wie iPhone SE 3 setzen auf Touch-ID, haben jedoch nie den Ultra-Breitband-Chip erhalten. Bislang schließen sich UWB und Touch-ID bei iPhones aus.
Da Apple sein Flagschiff mit den neuesten Technologien wie UWB ausstattet, lässt sich daraus schließen, dass das kommende iPhone Ultra statt mit Face-ID mit der Touch-ID ausgestattet wird. Es wurde schon zuvor gemunkelt, dass in einem derart dünnen Gehäuse kein Platz für das Face-ID-Modul wäre. Der Code in iOS 27 Beta 4 scheint dies zu bestätigen.
Vor 1 Tag, Von Peter Müller
Die Apple Watch Series 12 könnte – zusammen mit der Apple Watch Ultra 4 – einen neuen Pulssensor bekommen. Dieser wäre in der Lage, den Herzschlag dauerhaft zu vermessen, was zu einer höheren Genauigkeit der Gesundheitsauswertungen führen würde. Zur Fitness-App kommt wohl noch eine App namens Readiness hinzu, die Auskunft über die Erholung zwischen zwei Trainings gibt.
Vor 1 Tag, Von Peter Müller
Tim Cook wird zwar die voraufgezeichnete iPhone-Keynote im Apple Park verfolgen, in seiner neuen Rolle als Aufsichtsratsvorsitzender des Unternehmens. CEO ist seit dem 1. September aber John Ternus und der wird auch durch die Show führen, wie Bloomberg-Reporter Mark Gurman in der jüngsten Ausgabe seines Newsletters “Power On” berichtet. Apple habe die Übergabe genau orchestriert. Das faltbare iPhone Ultra soll das erste Produkt der Ära John Ternus werden. Ein Auftritt von Tim Cook im Keynote-Video würde diesem Narrativ schaden.
Vor 1 Tag, Von Peter Müller
Wir können an dieser Stelle an sich den Vorbericht einstellen und uns auf einen geruhsamen Mittwochabend freuen, denn unser Kollege David Price hat das Skript für die Keynote aufgespürt. Das ist natürlich nicht ernst gemeint, aber sehr vergnüglich zu lesen. Und vermutlich liegt seine humoristische Prognose gar nicht mal so weit daneben.
Vor 2 Tagen, Von Peter Müller
Hellblau und dunkelrot scheinen als Farben für das iPhone 18 Pro (Max) gesetzt zu sein, wie die Kollegen der Macworld berichten.
Vor 2 Tagen, Von Peter Müller
Seit Dienstag vergangener Woche hat Apple einen neuen CEO: John Ternus. Dieser hatte sich in einem Memo an die Apple‑Belegschaft gewandt und ihr versprochen, es werde am 9. September eine Keynote mit “großen Produktvorstellungen” geben. iPhone 18 Pro, iPhone Ultra, neue Apple Watches – das hat er nicht gesagt, aber wohl gemeint. Nicht auszuschließen, dass wir auch etwas für das Smarthome zu sehen bekommen.
Vor 6 Tagen, Von Peter Müller
Anscheinend wird Apple auch in diesem Jahr das iPhone Pro nur in drei Farben anbieten. Seit dem Frühjahr kennen wir vier Kandidaten: Himmelblau, „Dark Cherry“, Silber und Schwarz. Einer dieser vier Töne hat es nicht in die Endauswahl geschafft. Welche das ist, darüber gibt es widersprüchliche Berichte. Der chinesische Leaker „Fixed Focus Digital“ ist überzeugt, dass es kein iPhone 18 Pro in Silber gebe, der Leaker Sonny Dickson hingegen vermisst Dunkelgrau.
Apple is expected to announce the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone at its September 9 “Surprise and Shine” event. With the launch only hours away, the latest reports give us a clearer picture of when buyers should be able to preorder each model. The Apple September 9 event […]
The post iPhone 18 Pro and iPhone Duo Preorder Dates: What to Expect appeared first on The Mac Observer.
The best iPhone 17 Pro deals are getting more interesting just hours before Apple’s September 9 event, especially if you do not need whatever Apple announces next. The iPhone 17 Pro still starts at $1,099.99 in the US, but current carrier promotions can bring that cost down to $0 through monthly bill credits. Apple’s “Surprise […]
The post Best iPhone 17 Pro Deals Before Today’s Event appeared first on The Mac Observer.
Apple’s “Surprise and shine” event takes place today, September 9, at 10 a.m. Pacific Time, or 10:30 p.m. IST, with the iPhone 18 Pro lineup, Apple’s first foldable iPhone, new Apple Watch models, and possibly AirPods 5 expected to lead the keynote. Apple’s September 9 event details However, Apple has several other products in development […]
The post What Apple Probably Won’t Announce at Today’s September 9 Event appeared first on The Mac Observer.
Apple’s September 9 event carries the tagline “Surprise and shine,” and the invitation gives us a few visual clues about what Apple may announce. The artwork shows a bright Apple logo against a pale blue background, with a strong point of light passing through its center and subtle rainbow-like refraction around the edges. The event […]
The post Apple’s Event Invite, Decoded: What ‘Surprise and Shine’ Means appeared first on The Mac Observer.
Apple’s iPhone 17 series generated over US$170 billion in wholesale revenue in its first year of sales, the highest ever for an iPhone series, according to Counterpoint Research’s Global Handset Model Sales Tracker.
This is an 11% increase over the iPhone 16 series’ wholesale revenue in its first year. Strong demand across the lineup, especially for the base and Pro Max variants, supported by a stronger replacement cycle, contributed to this record revenue.
“The iPhone 17 series stands out as Apple’s strongest lineup in years, with the base model inheriting features once reserved for Pro variants and the 17 Pro series delivering powerful Apple silicon, a standout camera system, impressive design and greater choice in color, material and finish,” said Counterpoint Research Director Tarun Pathak. “The iPhone 17 series has resonated with a remarkably broad user base, from first-time upgraders drawn to Pro-level features at the base tier to loyal Pro users pushing for the latest Apple silicon and camera performance. The iPhone 17 base model’s revenue grew 1.3x over its predecessor during the first year. It was also the No. 1 best-selling smartphone model globally in H1 2026 in terms of units, followed by the iPhone 17 Pro and iPhone 17 Pro Max. The iPhone 17e, the most affordable model of the line-up, also saw a powerful performance.”
In terms of regional markets, China was the biggest driver of revenue growth for the iPhone 17 series, with wholesale revenue up 35% compared with the iPhone 16 series and accounting for nearly 24% of global iPhone 17 series revenue, largely due to base-variant upgrades. Japan, the Middle East and Africa (MEA) and the Asia-Pacific markets posted healthy gains. Strong demand in these markets helped offset moderate growth in mature markets like North America and Europe and contributed to the overall revenue increase.
“The iPhone 17 series also benefited from a narrower price gap with Android flagship smartphones,” said Counterpoint Senior Research Analyst Shilpi Jain. “While rising memory and component costs led many Android manufacturers to raise prices for existing and new models and adjust specifications, Apple kept iPhone prices relatively stable. This was particularly notable given that memory prices have quadrupled since Q4 2025. Installment plans and promotional offers in key markets further lowered the affordability barrier, supporting demand for higher-end iPhone models.”
The next iPhone cycle is expected to further boost Apple’s smartphone business. The company is expected to launch the iPhone 18 Pro and Pro Max alongside its first foldable iPhone today, with the standard iPhone 18 and iPhone 18e models expected to follow in 2027.
Counterpoint says that adding an ultra-premium foldable could raise Apple’s overall iPhone ASP (average selling price), while the later launch of lower-priced models could broaden the portfolio and sustain sales momentum into the following cycle. Apple is likely to be one of the key catalysts for the foldable smartphone market, adds the research group.
I hope you’ll help support Apple World Today by becoming a patron. Almost all our income is from Patreon support and sponsored posts. Patreon pricing ranges from $2 to $10 a month. Thanks in advance for your support.
The post iPhone 17 Series Outpaces All Previous Series With First-Year Revenue of Over $170 Billion appeared first on MacTech.com.
Apple has not announced the iPhone 18 Pro price yet, but the latest reports suggest the new flagship will start at around $1,199 in the United States. That would make it $100 more expensive than the iPhone 17 Pro, which launched at $1,099. Earlier estimates were considerably higher. Analysts previously suggested prices between $1,299 and […]
The post iPhone 18 Pro Expected Price: Latest Leaks, Estimates, and What Changes appeared first on The Mac Observer.
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