Following the usual tradition, the Apple Store is down ahead of this morning’s September Apple event, kicking off at 10 AM Pacific Time.

We are expecting Apple to announce the new iPhone 18 Pro and Pro Max, the foldable iPhone Duo, Apple Watch Series 12, and updated AirPods (fifth-generation).

Apple has hiked priced across its range of products the past few months, but the iPhone has so far escaped unscathed. That is set to change today when Apple unveils its newest lineup of high-end iPhone models, including iPhone 18 Pro, iPhone 18 Pro Max, and the brand new foldable device, the iPhone Duo.

But a late-breaking Bloomberg report indicates that the price increases may not be as bad as some feared. Bloomberg’s Mark Gurman reports that iPhone 18 Pro and iPhone 18 Pro Max will cost $100 more than the previous-generation, setting a new starting price of $1199.

Apple will announce the new Apple Watch lineup later today, and Mark Gurman at Bloomberg has the early scoop. He reports that the Apple Watch Series 12 and Apple Watch Ultra 4 will include a new AI feature that ambiently listens to the microphone, GPS, and uses other sensor data, to generate daily recaps of what you did, including conversation summaries.

Gurman says the feature does not store audio recordings, and can be controlled to run all day long, or only when at certain locations. and generated Recaps will be stored inside the new Siri app.

Apple TV just wrapped up the third season of its hit sci-fi series Silo, with a fourth and final season already dated for summer next year.

But it seems the streamer has more ambitious plans yet. According to reliable Apple TV reporter Sigmund Judge, Apple is working on a spin-off show that could go into pre-production later in the year.

The prestigious television Emmy Awards began this weekend, with the winners announced for Creative Arts categories. The Primetime award ceremony is coming up on September 14th, which will include the big categories like Best Drama and Best Comedy.

So far, though, Apple will be very happy with the recognition it has gotten, with Apple TV leading the weekend with a record 20 wins. A lot of that success is attributable to the breakout comedy Widows Bay, which earned 8 wins, and is now looking likely to sweep up all the top prizes in the comedy categories.

There’s a new original movie streaming today on Apple TV: a new action-comedy called Mayday, starring Ryan Reynolds and Kenneth Branagh.

Streaming for free with an Apple TV subscription, Mayday sees Troy (Reynolds) infiltrate Russian territory amidst the Cold War. Ex-KGB agent Nikolai (Branagh) becomes an unlikely ally in this caper.

iOS 27 beta 5 has further expanded the new Siri voice customization options. In earlier betas, the new Pace and Expressivity sliders were only available for the two newly-introduced Siri voices that have an American accent.

But now, the customization is available for any American voice, and all of the existing British accent voices as well …

Bloomberg’s Mark Gurman wrote today that Apple is planning a return of the much-beloved ceramic Apple Watch. In fact, Gurman says a new ceramic Watch could go on sale as soon as this year.

The ceramic watch option was last offered in 2019 as the ‘Apple Watch Edition Series 5’, back when it still used the Edition branding for its more premium watches featuring higher-end materials.

Bloomberg’s Mark Gurman goes into some detail today about the future for the Apple Watch product line.

He suggests Apple is going back to the drawing board as the Watch faces stiffer competition from the likes of the Oura Ring and other screenless smart fitness devices. It seems Apple is preparing to revamp the concept of the Apple Watch from the ground up …

The Apple TV streaming service launched a new commercial this week alongside the premiere of Ted Lasso season four. The clever new ‘Welcome Back’ commercial inserts coach Lasso into a bunch of other Apple TV shows, including hits like Severance, Silo, and The Morning Show.

You can watch the 1:30 ad after the break …

The ongoing Apple-OpenAI lawsuit of alleged trade secrets theft continues, with OpenAI today filing a motion to have the case dismissed by a federal judge. OpenAI said Apple’s complaint was “filed without adequate investigation” and framed “ordinary conduct” out of context.

Meanwhile, Apple is currently pressing for a preliminary injunction, which will be heard in court on October 1. The larger case could take years to resolve.

The Apple-owned Shazam app today announced its first ever Artist Sticker Pack, available for free as part of the latest update to the Shazam app. The sticker pack is celebrating the global release of Ariana Grande’s new album petal.

On Tim Cook’s final earnings call before formally resigning as Apple’s CEO, artificial intelligence was a hot topic of conversation. The investor community is interested in Siri AI’s potential to boost iPhone upgrades, and at the same time concerned about what it means for Apple’s rising capital expenditure costs.

Cook suggested that the financial outlook for Siri AI is still unclear, but did mention in passing that heavy users of Siri AI will be faced with an iCloud+ subscription paywall.

The Find My app is used by millions of people to find their misplaced devices in a pinch, and millions more use it to share their current location with close friends and family.

The iOS 27 software releases include a bevy of changes to enhance the Find My experience. Specifically, iPhone users who regularly go for a walk with just their Apple Watch will automatically benefit from smarter location sharing …

Apple today launched its Back to School deal for 2026. Students can get a gift card worth up to $150 with the purchase of a MacBook Pro. $100 gift cards are available with the purchase of MacBook Air, iPad Pro, and iPad Air.

As is typical, you can usually save more money than the $150 gift card included in Apple’s promo by buying a new Mac from Amazon. However, it can still represent a reasonable deal for students who want to buy from the Apple Store directly.