While Ternus spent months training and working closely alongside Cook to prepare for the massive responsibility, he has officially held the chief executive title for only eight days. Despite the brief tenure, the new CEO has already set high expectations internally, teasing what he described as a "phenomenal" lineup in a recent memo distributed to Apple employees worldwide.
From a software perspective, the event is widely viewed by industry analysts as a critical sink-or-swim moment for the Cupertino-based company. Apple has found itself under mounting pressure as it continues to play catch-up with artificial intelligence competitors across Silicon Valley. The company has yet to fully deliver on the high-profile promises surrounding Siri AI since its initial announcement back in 2024, and the sneak peek provided at WWDC earlier this year was strictly just a preview. However, virtually all reliable indicators point toward Siri AI finally making its official, consumer-facing debut alongside the rollout of iOS 27.
Shifting back to physical hardware, this year’s September showcase appears to maintain a tightly focused strategy centered exclusively on Apple’s premium tier of devices. Rather than executing a sweeping overhaul across its entire product catalog all at once, Apple is reportedly concentrating its autumn announcements on the next generation of iPhone Pro models, Apple Watch iterations, and updated AirPods. Meanwhile, other long-awaited hardware updates—including new Mac configurations, a revamped Apple TV box, and a significantly smarter HomePod—are being deliberately pushed back to a secondary, separate event later in the year.
Naturally, this selective focus has done nothing to slow down the relentless cycle of industry leaks, supply-chain reports, and beta-code snooping. Because of this extensive pre-event reporting, consumers and tech enthusiasts already have a remarkably detailed preview of what is heading down the pipeline, including what is rumored to be Apple’s most significant iPhone redesign in years. Based on that comprehensive reporting, here is a close look at the hardware most likely to take center stage on September 9, along with a glimpse at what is likely being held back for later in the autumn season.
iPhone 18 Pro
Expect Apple’s standard Pro model to anchor the front half of the presentation, likely featuring a slightly revised Dynamic Island layout, a more unified back-glass construction, and heavily updated internal components. Among these expected internal upgrades are the powerful new A20 Pro chip and an advanced cellular modem designed to boost connectivity speeds and power efficiency. Significant camera enhancements are also slated to be a major selling point for this year’s iteration, continuing Apple’s tradition of pushing smartphone photography forward.
iPhone 18 Pro Max
Apple’s largest and most capable flagship smartphone is expected to follow the exact same strategic playbook as its smaller Pro sibling. Supply-chain reports strongly point toward the inclusion of a notably larger battery capacity and a marginally larger, heavier physical build specifically engineered to accommodate that expanded power source. Additionally, industry insiders suggest that certain high-end camera capabilities, including a rumored variable-aperture lens system, may be kept exclusive to this top-tier model rather than trickling down to the standard Pro.
iPhone Ultra
Apple’s heavily rumored first foldable smartphone remains the absolute biggest question mark heading into the keynote event, right down to what the company will actually decide to call it. While "iPhone Ultra" has served as the working title in the vast majority of media reports and supply-chain leaks, recent chatter originating from case manufacturers has floated "iPhone Duo" as a potential alternative naming convention.
That particular naming rumor, however, has failed to gain much traction elsewhere in the industry. Regardless of its ultimate retail moniker, consumers should anticipate a sophisticated, book-style foldable device equipped with dual displays, biometric security via Touch ID, and an intensely premium price tag that will sit well above the rest of the traditional iPhone lineup. Current financial projections suggest that the device will command a starting price hovering around $2,000 to $2,500, representing a steep investment for hardware that functions essentially as a more portable, pocket-friendly tablet.
Apple Watch Series 12 and Ultra 4
Apple’s mainline smartwatch lineup is widely expected to stick remarkably close to its current physical design language this year. According to insiders, any radical or sweeping exterior redesigns are currently being saved for a future product cycle. Instead, consumers should look out for fresh new color options and expanded band selections, accompanied by incremental health-tracking and fitness-monitoring upgrades under the hood.
Similarly, Apple’s rugged, adventure-oriented Watch Ultra is anticipated to receive its customary annual refresh alongside the standard Series 12. Like its mainline counterpart, the new Ultra model will likely focus on sensible under-the-hood performance improvements rather than undergoing a dramatic aesthetic overhaul. For consumers hoping for a complete physical reinvention, industry trackers note that a major Apple Watch redesign is definitely on the roadmap, but it simply will not make its debut this year.
AirPods 5
Rounding out the core hardware ecosystem, a brand-new generation of wireless earbuds is also slated to make an appearance during the keynote presentation. While persistent rumors have swirled around the potential development of camera-equipped AirPods featuring integrated visual sensors, those futuristic accessories may not quite be ready for prime-time disclosure.
According to prominent industry reporter Mark Gurman, the upcoming AirPods 5 will represent another iterative, evolutionary update for the popular audio line. The refreshed lineup is expected to be split between a standard base model and a higher-end version featuring advanced active noise cancellation technology. Nevertheless, the camera-equipped variant is reportedly actively in development, with Apple said to be working to accelerate its eventual production timeline. If those novel camera buds fail to materialize during the September 9 event, they could easily surface as a surprise addition in October alongside Apple’s secondary wave of non-iPhone product releases.
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