August marks the start of Apple's busiest season, with major fall launches ahead. John Ternus becomes CEO on September 1, taking over from Tim Cook. The first big event features the iPhone 18 Pro and iPhone 18 Pro Max, with the standard iPhone 18 delayed until early 2027. The iPhone Fold/Ultra is also expected to debut, featuring dual displays, a 48MP dual-camera system, and an A20 Pro chip, with early estimates placing its price between $2,000 and $2,900.

Alongside the iPhone lineup, Apple is expected to launch the Apple Watch Series 12, a potential Apple Watch Ultra 4 redesign, and the iPad mini 8, which may finally receive an OLED display. Most devices will carry the A20 Pro chip, and analysts suggest the iPhone 18 Pro could cost up to $300 more than its predecessor.