Apple News 24 Hours

Last updated: September 7, 2026, 10:40 PM ET

Event Week Arrives

Apple's September event is officially this Wednesday, with the company set to unveil three new iPhone models. The "Surprise and Shine" event will see the debut of the iPhone 18 Pro and Pro Max, alongside the rumored foldable iPhone Ultra. Notably, Tim Cook won't appear in the event video, though he will attend the screening. The former CEO isn't going anywhere soon, but he's stepping back from the presentation stage. Meanwhile, a viral video purportedly showing iPhone 18 Pro Max units in a retail store has been debunked as fake, with the leaker's claims drawing skepticism. Similarly, a Korean carrier's published details about the upcoming range appear to be AI-generated and unreliable, offering nothing beyond what the rumor mill already knows. The event video will also be without Tim Cook, marking a notable shift in presentation duties.

iPhone 18 Pro Expectations

Analysts are split on the impact of Wednesday's announcements. Key Banc Capital Markets warns that the event could become a negative catalyst for Apple stock, citing high prices and the absence of a non-Pro iPhone debut. However, the firm has historically maintained price targets below reality, and its latest commentary may ignore key factors. A separate analysis suggests there are nine reasons to skip this year's upgrade, with the 2027 models expected to bring more substantial changes. Despite the warnings, leaked code suggests Apple is preparing significant camera improvements. Five new iPhone 18 Pro camera features have seemingly leaked in iOS 27 code, including exposure scopes, focus peaking, and expanded manual controls. A separate video claiming to show new color options in a retail store is likely fake, though an AI-generated mock ad makes the rumored dark cherry color look surprisingly appealing. High prices and the lack of a base model could hurt Apple in the short term, according to Key Banc's analysis.

Apple Watch and iOS 27

While the Apple Watch Series 12 may only see minor hardware improvements, the surprises will come from software. Code in watch OS 27 and iOS 27 hints at four new features for the Series 12 and Ultra, suggesting the operating system will carry the innovation this year. Apple is also packing more pro photography tools into iOS 27, building on the camera improvements expected in the iPhone 18 lineup. The company's Web Kit team is also inviting developers to submit their ideas for Interop 2027, the next edition of the cross-browser initiative aimed at improving web interoperability. The watchOS 27 surprises are expected to be a key differentiator despite the minor hardware updates.

Competition and Ecosystem

Xiaomi has thrown its hat into the foldable ring, announcing the 18 Fold at a product event in China, just two days before Apple is expected to unveil its own foldable iPhone. The device is Xiaomi's first wide-format foldable, directly targeting Apple's upcoming entry into the category. Apple, meanwhile, continues to work on a foldable Mac, though that product remains years away from release. In the smart home space, this week's Smart Home Insider podcast features Matic co-founder Mehul Nariyawala to discuss iPhone 18 Pro rumors and new Sonos gear.

App Store Strategy

Apple is reportedly looking at further ways to monetize the App Store and increase recurring revenue from the platform. Phil Schiller's departure from the App Store is said to be linked to Apple's aim to boost App Store profit, but critics argue this is a bad idea. Reports describe two routes for Apple to increase Services revenue — one involving App Store monetization, the other home security — and only one is worth pursuing. The company's plan to squeeze more revenue from the platform has been detailed in a new report, sparking debate about the long-term implications for developers and consumers alike. Apple's plans to increase App Store revenue have drawn scrutiny from industry observers.

Apple TV and Entertainment

Apple TV dominated the first two nights of the 2026 Emmy Awards, securing a record 20 wins. The comedy-horror hit "Widows Bay" took home eight awards, the most of any program, with the Primetime ceremony set for September 14. The streamer is also reportedly working on a spinoff to "Silo", which just wrapped its third season, with a fourth and final season already dated for summer next year. However, the books' author is pushing back on the claim, casting doubt on whether the dystopian franchise will continue beyond its planned finale. The Apple TV Emmy sweep positions "Widows Bay" for a potential awards sweep at the upcoming Primetime ceremony.

Deals and Buying Guides

Amazon has knocked $100 off AirPods Max 2, bringing the over-ear headphones down to $449 as part of its Labor Day sale. The broader Labor Day deals roundup includes AirPods, Mac, charging gear, and accessories, with Air Pods Pro 3 down $50 off and various accessories at $20 each. For those considering alternatives to new purchases, a comparison of Apple refurbished products against Amazon Renewed and Walmart Restored offers guidance on where to find the best value. Apple's unexpected August update to the Mac mini and Mac Studio has shifted pricing, and a new desktop Mac buyer's guide breaks down which model to buy this fall.

Privacy and Security

LG television owners are being urged to disconnect their sets from the internet immediately. Even with an Apple TV set-top box, the LG television itself can compromise privacy, and unplugging Ethernet and disabling Wi-Fi is recommended. The warning comes amid growing concerns about smart TV data collection and the limits of external streaming devices in protecting user privacy.

WhatsApp and AI Integration

WhatsApp is working on a feature that will let users connect third-party AI agents to the app, chat with them, and give them instructions to carry out tasks on their behalf. The platform will reportedly support up to five third-party AI agents simultaneously, marking a significant expansion of the messaging app's capabilities into AI-assisted task automation.

Industry Notes

The trailer for an upcoming CBS legal drama called "Cupertino" has drawn criticism for misrepresenting the region where Apple calls home, with critics noting it doesn't reflect the area's demographics, landmarks, or reality. The B-tier drama's depiction of the city has sparked backlash from those familiar with the actual Silicon Valley community. Meanwhile, the best of IFA 2026 for Apple users includes offerings from DJI, Belkin, Lexar, Aqara, and Philips Hue, with nearly all of the announced products expected to ship soon. An AI-generated mock ad for the iPhone 18 Pro showcases the dark cherry color in a way that has won over some skeptics.