Apple News 24 Hours

Last updated: September 7, 2026, 2:31 PM ET

Apple Event Week Begins

Apple's September 9 event is now just days away, and the rumor mill is running at full tilt. The company is expected to unveil three new iPhone models, including the iPhone 18 Pro and iPhone 18 Pro Max, alongside a first-ever foldable iPhone Ultra. A detailed preview of what's coming highlights the lineup, with the foldable device expected to be the headline act. However, a new analysis outlines nine reasons why some users may want to hold off on upgrading this year, citing incremental improvements and a potentially more significant redesign in 2027. Meanwhile, Key Banc Capital Markets has issued a warning that the event could become a negative catalyst for Apple's stock, suggesting that high prices and the absence of a base iPhone 18 model could hurt sales in the short term. The firm's commentary, detailed in a separate report, ignores several key factors, including Apple's loyal customer base and the strength of its ecosystem.

One notable development is that Tim Cook will not be presenting at the event. While the former CEO will attend the screening, he will not feature in the "Surprise and Shine" video, marking a significant shift in Apple's presentation style. This change comes as John Ternus takes over as CEO, with analysts suggesting he will be a steady hand for the company. The executive transition has been smooth, but Cook's absence from the stage is a clear signal that Apple is entering a new era.

iPhone 18 Pro Camera and Design Leaks

A deep dive into iOS 27 code has revealed five camera features seemingly planned for the iPhone 18 Pro, including improvements to low-light performance and new video recording capabilities. The leaks suggest Apple is making a significant push on computational photography. However, not all leaks are credible. A viral video claiming to show the iPhone 18 Pro Max in a retail store has been debunked as fake, and a separate video showing new color options is also likely fabricated. Even carriers are being misled, with a Korean carrier publishing unreliable details about the upcoming range that appear to be AI-generated. Despite the noise, one AI-generated mock ad showcasing a "dark cherry" color option has gained traction, with many fans expressing genuine enthusiasm for the shade.

For those looking to make the event more interactive, a Bingo Card Generator app is available to play along with the keynote, allowing users to mark off common Apple presentation tropes in real-time.

Apple Watch and Foldable Mac

Ahead of the Apple Watch Series 12 and Ultra 4 announcement, code in watch OS 27 and iOS 27 has leaked four new features for the upcoming wearables, including enhanced health sensors and improved battery life. The leaks point to a significant upgrade over the current generation. Meanwhile, Xiaomi has announced the 18 Fold, its first wide-format foldable, at a product event in China—just two days before Apple is expected to unveil its own foldable iPhone. The device is positioned as a direct rival to Apple's upcoming foldable, though Apple is also reportedly still working on a foldable Mac, but the device is years away from release. The company is exploring a clamshell design that could double as both an iPad and a Mac, though technical challenges remain.

Deals and Buying Guides

With Labor Day deals winding down, Amazon has knocked $100 off the AirPods Max 2, bringing the price down to $449. The discount is part of a broader sale that includes AirPods Pro 3 at $50 off and various Mac models with significant markdowns. For those considering a desktop Mac, a new buyer's guide breaks down the best options across the Mac mini, Mac Studio, and iMac lineups, noting that Apple's unexpected August update has changed pricing dynamics considerably. Alternatively, shoppers looking to save money could consider refurbished options, with a comparison of Apple's refurbished store against Amazon Renewed and Walmart Restored programs.

App Store Revenue and Services

Apple is reportedly looking to squeeze more revenue from the App Store, according to a new report. The company is exploring ways to increase recurring revenue from the platform, potentially through new subscription tiers or advertising options. However, an opinion piece argues that this approach is a bad idea, suggesting that Apple should focus on user experience rather than squeezing developers and consumers. The report also notes that Phil Schiller's departure from the App Store may be linked to this new strategy. A broader analysis compares two potential revenue paths for Apple: boosting App Store profits versus expanding into home security services. The latter is seen as the more promising and consumer-friendly option.

Apple TV and Emmys

Apple TV has had a stellar start at the 2026 Emmy Awards, taking home 20 wins in the first two nights of the ceremony. The comedy-horror hit "Widows Bay" led the charge with eight wins, the most of any program, and is set for a potential awards sweep at the Primetime ceremony on September 14. The strong showing solidifies Apple TV+ as a major player in original programming.

IFA 2026 Highlights

The 2026 IFA trade show in Berlin wrapped up, and a roundup of the best announcements for Apple users highlights new products from DJI, Belkin, Lexar, Aqara, and Philips Hue. Unlike CES, most of these products will ship soon, making them immediately relevant for consumers. The coverage also includes insights from the Smart Home Insider podcast, which features Matic co-founder Mehul Nariyawala discussing the company's radically different robot vacuum design alongside Apple Event rumors and new Sonos gear.

Final Thoughts

As Apple prepares for its biggest event of the year, the company faces both opportunities and challenges. The iPhone 18 Pro lineup promises significant camera and design upgrades, but high prices and a lack of a base model could dampen sales. The foldable iPhone Ultra represents a bold new direction, but competition from Xiaomi and others is heating up. With Tim Cook stepping back from the spotlight and John Ternus taking the reins, this week's event will mark a defining moment for Apple's future trajectory.