Apple Prepares 10-Plus Product Launches for September Event, Led by iPhone 18 and Apple Watch
Updated
Updated · 9to5Mac · Aug 18
Apple Prepares 10-Plus Product Launches for September Event, Led by iPhone 18 and Apple Watch
3 articles · Updated · 9to5Mac · Aug 18
Summary
Apple is expected to unveil more than 10 products at its September showcase, with new iPhones and Apple Watch models seen as the most certain announcements.
Four new Home devices could arrive as early as next month, broadening the event beyond Apple’s usual phone-and-watch focus.
AirPods with IR cameras have also surfaced after a macOS 26.7 leak, though Bloomberg’s Mark Gurman has said that model may not ship until 2027.
Analysts cited in earlier reports have pointed to September 9 for the keynote, with invitations potentially going out around August 26 and some Macs more likely held for October.
As John Ternus takes the helm, will Apple's gamble on a $2,500 foldable and delayed base models alienate its core consumer base?
Could the delay of the standard iPhone 18 and a $1,949 Pro Max signal the end of affordable flagship upgrades?
With cameras now rumored for AirPods, is Apple building an ambient AI ecosystem or an unprecedented personal surveillance network?
Apple’s $2,000+ Foldable iPhone Ultra and 2026 Lineup: Leadership Shift, Hardware Overhaul, and AI-Driven Strategy
Overview
Apple’s September 2026 event marks a major turning point, as Tim Cook steps down and John Ternus leads a shift toward bold, engineering-driven products. Facing industry-wide RAM shortages and soaring memory costs, Apple boosts RAM across its new devices to support advanced AI, but must delay some launches and raise prices. The iPhone Ultra Foldable debuts with a unique wide design, but its high price and bulky feel create mixed reactions and force accessory makers to adapt. To make the expensive device more accessible, Apple introduces a new leasing program. Meanwhile, delays and cancellations of other models squeeze profitability and reshape the product lineup.