Como de costume, depois do evento especial “Surprise and shine”, no qual a Apple apresentou seus novos iPhones, Apple Watches e AirPods, a empresa disponibilizou em seu canal do YouTube alguns vídeos destacando os principais anúncios da keynote.
Para quem busca uma rápida passada pelos produtos apresentados durante o evento, o vídeo de recapitulação abaixo pincela os principais destaques de cada um dos dispositivos revelados hoje, indo e voltando na apresentação oficial em um tom bastante irreverente (e frenético).
iPhones 18 Pro
O vídeo de apresentação do iPhone 18 Pro deu destaque ao chip A20 Pro, à Siri AI e suas capacidades, à gestão térmica com a nova versão da câmara de vapor (tornando a dissipação de calor ainda mais eficiente) e ao novo sistema de câmeras (que introduziu a abertura variável para ajuste da entrada de luz no sensor).
Já esse vídeo recapitula alguns dos principais destaques do iPhone 18 Pro ao contrapor esses elementos-chave com os tradicionais closeups cinematográficos dos comerciais da Apple.
Ele dá destaque ao novo sistema de resfriamento, à abertura variável de câmera (o que inclui melhorias em cenários de baixa luminosidade, profundidade de campo e controles mais customizáveis), às novas cores e ao chip A20 Pro, além das frases “Projetado para performances extremas”, “Câmara de vapor de última geração” e a menção à autonomia de reprodução de vídeo no iPhone 18 Pro Max (que é de 45 horas).
Para fechar a tríade de vídeos do iPhone 18 Pro, a Apple publicou um recorte da keynote com a apresentação completa desses aparelhos.
iPhone Duo
O vídeo de apresentação do primeiro dobrável da Apple destaca a versatilidade de uso do novo design, que inclui a maior tela já vista em um iPhone, num aparelho que é também o mais fino já feito pela Apple, bem como um iOS completamente repaginado para embarcar essa nova experiência.
O render cinematográfico do iPhone Duo dá destaque à tela maior e seus múltiplos usos em multitarefa, aos diferentes modos de câmera (incluindo o recurso Duo Preview), além de mencionar o sistema de resfriamento, o chip A20 Pro e a construção em titânio, com Ceramic Shield nas duas partes externas. Outro detalhe é a menção ao fato de que o aparelho é “o iPhone mais fino da história”, superando a marca do iPhone Air.
Como o título induz, neste vídeo temos tudo que foi mostrado do iPhone Duo durante o evento. Assim como esse vídeo, já entramos em detalhes sobre o que foi apresentado do iPhone Duo aqui no MacMagazine.
Apple Watches Series 12 e Ultra 4
A apresentação inicial do novo Apple Watch deu destaque ao seu novo sensor de frequência cardíaca, descrito como “o mais preciso de um dispositivo vestível”. O restante do vídeo traz destaque os diferentes cenários onde essa precisão faz diferença no cotidiano dos usuários.
Já esse vídeo alterna entre a exibição do design do Apple Watch Series 12 e as suas novidades, como o monitoramento da variação de frequência cardíaca e insights de saúde mais sofisticados, mapeamento dos ciclos de sono, além, claro, de mencionar os recursos da Siri AI e da Apple Intelligence que estão presentes no dispositivo (como o Audio Intelligence), junto com a bateria de 24 horas e o carregamento rápido.
Também foi disponibilizado na íntegra a parte da keynote dedicada aos novos relógios. Esses detalhes também estão presentes em nossa cobertura desses produtos.
AirPods 5
Apesar do título, temos aqui um vídeo comercial condensando os recursos dos novos AirPods, como o Cancelamento Ativo de Ruído aprimorado, a clareza do som com o Modo Ambiente e a personalização do Áudio Espacial, dentre outras funcionalidades.
Este acima se difere um pouco em conteúdo; aqui, em vez de algo mais curto e comercial, temos tudo que foi revelado sobre os AirPods 5.
Keynote completa
O evento também pode ser conferido na íntegra, com pouco mais de 1 hora e 17 minutos de duração:
NOTA DE TRANSPARÊNCIA: O MacMagazine recebe uma pequena comissão sobre vendas concluídas por meio de links deste post, mas você, como consumidor, não paga nada mais pelos produtos/serviços usando os nossos links de afiliado.
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)
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Apple is expected to use Wednesday’s “Surprise and Shine” event in Cupertino as the public debut of new CEO John Ternus and one of the company’s most ambitious hardware slates in years, according to reporting from Bloomberg News’ Mark Gurman.
The centerpiece is a foldable smartphone Apple has named the iPhone Duo. Gurman reported that Apple settled on a starting price of about $2,000 after absorbing extra memory costs, with storage configurations reaching 2 terabytes and a top price near $3,000. The device is slated to ship in October, support Apple Pencil, and launch in dark blue and white. Apple is positioning the expensive foldable as both a status product and a bid to reassert itself as a hardware innovator.
The event, scheduled for 10 a.m. local time, is also expected to include the iPhone 18 Pro lineup, new Apple Watches, and updated AirPods. Gurman said the five biggest storylines are Ternus’s first major product showcase, the $2,000-and-up Duo, camera upgrades on the iPhone 18 Pro models, Watch and AirPods refreshes, and higher iPhone prices. He separately listed expected Pro colors as black, light blue, silver, and burgundy.
The Apple Watch Series 12 and Apple Watch Ultra 4 are expected to add a privacy-focused AI “recaps” feature that uses the microphone, GPS, and other sensors to summarize a user’s day, including conversations. Gurman reported that the system is not designed to store audio recordings or produce transcripts. Users would be able to run it all day or only in selected locations, with summaries living in a new Siri app. The feature is aimed at competing with always-listening AI wearables while emphasizing on-device processing and tighter privacy controls. New Watch chips are expected to handle that processing.
AirPods 5 are also expected, in versions with and without a wireless charging case and with stronger noise cancellation. Camera-equipped AirPods that Apple had considered for this cycle were delayed, Gurman has reported.
The Duo’s long development path has been a decade-plus effort.
Pre-orders for the new iPhones are widely expected to start Friday, September 12th. Supplies of iPhone Duo are expected to be extremely tight for many months. As with any pre-event report, Apple can still change names, prices, colors, or feature details on stage.
MacDailyNews Take: iPad mini hardest hit.
As for Apple Pencil support, we can see it for specific use cases, but mostly not:
Oh, a stylus, right? We’re going to use a stylus. No. Who wants a stylus? You have to get them and put them away and you lose them. Yuck. Nobody wants a stylus. So, let’s not use a stylus. We’re going to use the best pointing device in the world. We’re going to use a pointing device that we’re all born with — we’re born with ten of them. We’re going to use our fingers. We’re going to touch this with our fingers. And we have invented a new technology called multi-touch, which is phenomenal. It works like magic. You don’t need a stylus. – Steve Jobs
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3D render claiming to depict Apple’s first foldable iPhone (image: Jon Prosser)
Apple is widely expected to introduce its first folding iPhone at a product event Wednesday at its California headquarters, the first major launch under new CEO John Ternus.
The event would represent the most visible change to Apple’s flagship smartphone since the iPhone X dropped the physical home button in 2017. The iPhone generated $209.6 billion, or just over half of Apple’s sales, in the company’s most recent fiscal year.
The keynote will also be Ternus’s first extended public appearance as CEO. The former hardware chief has kept a relatively low profile aside from occasional product introductions and sustainability efforts.
Samsung and Huawei have sold folding phones since 2019, but the category has remained a niche. Analyst firm IDC nevertheless expects Apple to sell every unit it can make and capture about 40% of the foldable market by the end of next year.
Analysts say Apple’s late entry could help it solve longstanding engineering problems, including a durable – potentially Liquidmetal – hinge that minimizes the crease where the display folds. Dust and water resistance remains a question; Google’s latest Pixel 10 Pro Fold carries an IP68 rating* that some rivals have not matched.
The event is also expected to alter Apple’s usual product calendar. Analysts anticipate new watches but say the company will likely postpone updates to cheaper iPhone models until next spring, focusing instead on the foldable and the iPhone Pro and Pro Max lineup. The shift is intended to even out Apple’s typically strong holiday-quarter sales in the U.S. and Europe.
*In IP68, (6 means the device is dust-tight (no dust gets in). 8 means it can survive being immersed in water deeper than 1 meter for a period specified by the manufacturer (often 30 minutes or more), under defined conditions. It does not guarantee protection against high-pressure jets, steam, or damage from drops. Actual depth and time vary by product.
MacDailyNews Take: We’re just hours away now!
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Faltando poucas horas para o evento “Surprise and shine” da Apple, uma nova leva de rumores trouxe detalhes que praticamente fecham o quadro do que a empresa deverá anunciar hoje.
As informações, divulgadas por Mark Gurman (da Bloomberg), indicam o possível nome oficial do iPhone dobrável, sua faixa de preços e uma série de especificações técnicas — além de novidades para Apple Watch e AirPods.
“iPhone Duo”: nome, preço e especificações
Depois de meses sendo tratado internamente como “iPhone Ultra”, o primeiro iPhone dobrável da Apple deverá chegar ao mercado como “iPhone Duo” — um nome que reforça a característica central do aparelho, que terá duas telas (uma externa e uma interna, ao abrir).
Segundo o relato, o preço de entrada será de US$2.000 para a versão com 256GB de armazenamento. As versões de maior capacidade — que deverão chegar a 2TB — podem levar o preço a algo próximo de US$3.000. A Apple estaria absorvendo parte do aumento de custos causado pela recente crise de memória (RAM 1Random access memory, ou memória de acesso aleatório./NAND) para conseguir manter o valor de entrada nessa casa, repassando o excedente apenas para quem optar por mais armazenamento.
Cores branco e azul-escuro (aparentemente sem opção em preto).
O lançamento nas lojas está previsto para “o mais cedo possível em outubro“, segundo o termo usado no relato, sugerindo que o dispositivo poderá chegar depois dos “iPhones 18 Pro/18 Pro Max”.
“iPhones 18 Pro e 18 Pro Max”
Do lado dos modelos tradicionais, o desenho deverá permanecer praticamente idêntico ao da geração anterior — a principal mudança visual ficará por conta da nova cor estilo cereja, substituindo o laranja da linha atual.
As atualizações mais relevantes ficarão por conta de:
Ilha Dinâmica (Dynamic Island) menor e aprimorada, agora com suporte a três Atividades ao Vivo (Live Activities) simultâneas (contra duas atualmente);
Great reporting from @markgurman. The new Dynamic Island with 3 items is already supported in iOS 27. Here’s what it looks like.
Ótima reportagem de @markgurman. A nova Dynamic Island com 3 itens já é suportada no iOS 27. Aqui está como ela fica. O código requer uma região de sensor com menos de 100 pontos de layout de largura, ou abaixo de 16,57mm para esse novo modo. O iPhone 17 Pro tinha 20,76mm.
Novo sistema de câmeras, com o modelo Pro Max ganhando abertura variável para maior controle de profundidade de campo e melhor desempenho em pouca luz;
Chip “A20 Pro”;
Câmara de vapor redesenhada para dissipação de calor;
Cores preta, azul clara, prateada e cereja.
Quanto aos preços, o aumento deverá ficar limitado a US$100 por modelo — bem abaixo do que analistas vinham projetando (entre US$200 e US$300), embora o valor final possa variar mais em mercados fora dos Estados Unidos, dependendo da cotação local.
Apple Watches
Os novos relógios não deverão trazer mudanças radicais de design, mas há novidades importantes: o “Apple Watch Series 12” deverá recuperar a opção de caixa em cerâmica, enquanto o “Ultra 4” provavelmente ganhará melhorias de autonomia de bateria.
O destaque, porém, é um recurso batizado de “Recaps”, ligado à Siri e a um novo app “Readiness” (variante do Sinais Vitais). A função usaria os sensores do relógio — e, segundo os rumores, também trechos de conversas captadas ao longo do dia — para gerar um resumo das atividades do usuário. A Apple garantiria que nenhum áudio é armazenado nem transcrito; os dados seriam processados e descartados na hora, exigindo hardware específico de processamento seguro de áudio, presente apenas nos modelos novos. O recurso poderá ficar ativo o dia todo, ser acionado sob demanda ou vinculado a locais específicos.
“AirPods 5”
Por fim, a linha de earbuds também deverá ganhar uma atualização mais discreta, com os “AirPods 5” trazendo cancelamento de ruído ativo bastante aprimorado. Como na geração anterior, deverão continuar existindo duas versões — uma com estojo de recarga sem fio e outra sem esse recurso.
O evento “Surprise and shine” começará às 14h (horário de Brasília) e deverá confirmar — ou desmentir — boa parte dessas informações de última hora.
Atualização 09/09/2026 às 10:09
Em um estilo já diferente do de Tim Cook, o novo CEO 2Chief executive officer, ou diretor executivo.John Ternus acaba de publicar um teaser no X:
Pelo pouco que dá para ver no vídeo, podemos interpretar a luz com uma alusão à abertura variável da câmera do “iPhone 18 Pro Max”, e na parte inferior dá para ver um pouquinho da nova cor cereja.
Notas de rodapé
1
Random access memory, ou memória de acesso aleatório.
A Apple parece estar preparando seus sistemas para a nova leva de produtos que será lançada em breve. A menos de 24 horas do evento “Surprise and shine” (“Surpreendente e brilhante”), a empresa adicionou nada menos que 37 novos identificadores de hardware ao seu backend, abrangendo iPhones, iPads, Macs, Apple Watches e outros dispositivos.
A descoberta foi feita por Aaron Perris. No X, ele compartilhou todos os identificadores, sendo sete deles relacionados a iPhones.
A bunch of upcoming Apple device identifiers have been found on Apple’s backend. Interestingly, there are 7 iPhone models listed. We only know of 6.
O número chama atenção pois, até o momento, os rumores dão conta de seis modelos compondo a futura linha: “iPhone 18 Pro”, “iPhone 18 Pro Max” e “iPhone Ultra”, além dos “iPhone 18”, “iPhone Air 2” e “iPhone 18e” — os três últimos, segundo as notícias, só serão lançados no ano que vem.
Isso, porém, não significa necessariamente que a Apple esteja preparando um sétimo iPhone do qual nunca ouvimos falar. O identificador pode muito bem ser simplesmente uma variante de um dos modelos já esperados — como, por exemplo, uma configuração específica do “iPhone Ultra” destinada à China.
Além dos iPhones, a lista inclui nove identificadores de Macs, oito de iPads, nove de Apple Watches, um de Apple TV e três associados à categoria “HomeAccessory”, utilizada internamente pela Apple para produtos domésticos.
Lembrando que, no evento de amanhã, a Apple muito provavelmente lançará produtos como o “Apple Watch Series 12”, o “Apple Watch Ultra 4”, uma nova geração da Apple TV e, quem sabe, o aguardado hub inteligente para a casa — além dos iPhones, é claro. Novos Macs (como um iMac com chip M6 e a estreia dos “MacBooks Ultra”) e iPads (como o iPad mini com tela OLED), contudo, não são esperados para esta semana.
Apple holds its biggest product event of the year on Wednesday, September 9, at 10am PDT / 1pm EDT at Apple Park in Cupertino. The “Surprise and Shine” keynote will be livestreamed on Apple’s website, the Apple TV app, and YouTube. It is also the first major launch under new CEO John Ternus.
The company is expected to skip a standard iPhone 18 this fall and instead focus on premium hardware: the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable iPhone, widely referred to as the iPhone Ultra. New Apple Watch models are also on the docket. The base iPhone 18 and a follow-up iPhone Air are rumored for spring 2027.
The foldable is the main actThe long-awaited foldable is expected to use a book-style design: a compact phone when closed and a larger tablet-like screen when opened. Reports describe an outer display around 5.5 inches and an inner display of about 7.8 inches. Pricing is expected to start above $2,000.
Rumored details include Apple’s A20 Pro chip, an in-house modem, Touch ID instead of Face ID on at least some reports, and a hinge designed to reduce the crease that has defined earlier foldables. Camera setup is expected to be more limited than the Pro models, with some reports saying there will be no dedicated telephoto lens. If Apple pulls it off, this would be the first major iPhone form-factor change in nearly two decades.
iPhone 18 Pro and Pro Max stay the volume play
The Pro and Pro Max are expected to look similar to last year’s models, with most of the work happening inside. Anticipated upgrades include the A20 Pro processor, better thermal design, improved battery life, and camera refinements. Some reports point to a smaller Dynamic Island and new color options. The Pro Max may get the larger battery and extra cooling.
Apple appears to be splitting its iPhone calendar: high-end and experimental devices in September, more affordable models later. That would keep this week’s stage focused on the products with the highest prices and the most novelty.
Watches and the rest of the lineup
Apple Watch Series 12 and Apple Watch Ultra 4 are widely expected. Typical September extras such as new AirPods could appear, though camera-equipped AirPods Pro rumors have been less consistent for this date. Macs and iPads are more likely later in the fall. Software release windows for iOS 27 and related updates usually get mentioned as well.
Why this event matters
Ternus takes the stage after years as Apple’s hardware chief. The company has spent much of the past decade refining existing lines. A foldable iPhone, a narrower fall phone lineup, and a new CEO on the same day add up to more than a routine refresh. Whether the foldable becomes a mainstream product or a high-priced niche will be one of the first real tests of the next chapter.
MacDailyNews Note: Watch the stream Wednesday at 10am PDT / 1pm EDT here and check our home page tomorrow for the link to our live coverage.
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Apple is preparing its first major showcase under new Chief Executive Officer John Ternus, and the September 9th “Surprise and Shine” event is expected to mark more than another annual iPhone refresh. According to Bloomberg News’ Mark Gurman, the keynote will introduce the latest iPhones and Apple Watches — and kick off what he describes as the company’s biggest run of new devices in years.
For much of the past decade and a half, Apple has spent more energy refining existing lines and expanding services than inventing new categories. Gurman’s reporting frames next week as the start of a different stretch: new form factors and entirely new product areas arriving across 2026, 2027 and beyond, with Ternus taking the stage as the public face of that shift.
The centerpiece is expected to be Apple’s first foldable iPhone, widely rumored to carry an Ultra-style name. Reporting tied to Gurman and other briefings describes a book-style device rather than a clamshell: a cover display around 5.5 inches and an inner screen near 7.8 inches, closer to an iPad mini when opened. The hinge and pocketability have reportedly impressed people who have handled prototypes. Trade-offs are also part of the story — a two-lens rear camera without a dedicated telephoto, and Touch ID on the side button instead of a conventional Face ID system because of how thin the folded body is. Pricing is expected to start above $2,000.
Alongside the foldable, Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max. The standard iPhone 18, a cheaper 18e model and a follow-on iPhone Air are widely expected to wait until 2027. Memory and component costs have already pushed rivals higher; Gurman has indicated Apple is likely to raise Pro pricing as well, with the 18 Pro discussed in the neighborhood of $1,199 before taxes and configurations. Camera upgrades, including talk of a variable-aperture main lens, are among the features watchers will look for on the conventional Pros.
New watches are also on the agenda. The Apple Watch Series 12 is expected to be a relatively modest update, while the Apple Watch Ultra 4 is rumored to take a larger design step. AirPods 5 could appear as well, though camera-equipped AirPods and several home products sit further out on the roadmap Gurman has sketched in recent months.
That longer map is the other half of the Sept. 9 story. Gurman has written that Ternus inherits a pipeline far larger than the handful of new categories launched during Tim Cook’s tenure. A touch-screen MacBook is among the follow-on products flagged in the Bloomberg piece’s own framing. Smart-home displays, more ambitious wearables and other experiments have been discussed as 2027–2028 possibilities, even as some larger foldable tablet or Mac concepts have been reported as delayed or canceled.
MacDailyNews Take: The event is scheduled for Wednesday, Sept. 9, at 10 a.m. Pacific at Apple Park, livestreamed on Apple’s site, the Apple TV app, and YouTube. Pre-orders for the new iPhones could follow within a day or two if Apple sticks to its usual cadence, though early foldable supply may be tight. Whether “Surprise and Shine” delivers a true surprise or simply the first official look at products the rumor mill has already mapped in detail, Ternus’s debut as CEO will be judged on whether Apple can turn a foldable iPhone and a more active product calendar into the kind of growth it has not seen from hardware in years.
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Apple Chief Executive Officer John Ternus touted the company’s strong product pipeline and teased a “phenomenal” iPhone launch next week in his first remarks to employees as their new leader, according to Bloomberg News‘ Mark Gurman.
Ternus, who officially began as CEO on Tuesday, sent a company-wide memo on his first day. The former head of hardware engineering thanked staff for their well-wishes and lauded Apple’s upcoming products and longer-term pipeline.
“Today, on my first day as CEO, I just wanted to send a quick note to thank everyone for the warm wishes,” Ternus wrote. “I also want to extend my deep appreciation to Tim for sharing so much of his knowledge and experience during this transition, and more importantly, for everything he contributed to Apple over the years. We’re so lucky to have had a CEO who led with his values and with such decency and humanity. We are all better for it, and I’m so grateful he’ll be our executive chairman.”
He added: “I’m honored to be stepping into this role at what is truly the greatest company in the world, and I am so excited about everything we have in store. We have a huge launch next week that’s going to be phenomenal. Thanks for everything you’ve all done to make it possible.”
The September 9th event, branded “Surprise and Shine,” will be Ternus’s first major product launch as CEO and is widely anticipated to include new high-end iPhones and Apple’s first foldable iPhone. Apple typically uses its September event to introduce the products that generate most of its revenue.
Ternus said he is equally focused on what comes after the launch. The CEO said that he’s excited about what “lies beyond” the new iPhone release, “including the incredible products already in the works and the ones we haven’t even imagined yet that we’ll dream up and create together.”
“There’s no team in the world I’d rather build the future with,” he wrote. “More to come. In the meantime, thanks for your excellent work!”
The remarks come as Ternus inherits a company preparing a broader hardware push beyond the annual iPhone cycle, including products already in development that Gurman has previously reported span new categories planned over the next several years.
MacDailyNews Take: Let’s go!
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takes the stage (on video; missed opportunity; better would’ve been live on-stage)
