As the technology world prepares for Apple’s annual fall keynote on Wednesday, anticipation has reached a fever pitch. The upcoming event promises to be one of the most consequential presentations in the company’s recent history. Beyond the expected hardware line-up—which is rumored to feature the flagship iPhone 18 Pro series, the Apple Watch Series 12, and the long-awaited debut of Apple’s first foldable smartphone, the iPhone Ultra—this keynote marks the beginning of a significant corporate era. For the first time in fifteen years, a new chief executive will lead the showcase, as John Ternus steps into the spotlight following Tim Cook’s transition to executive chair.
In the days leading up to the keynote, technology publication Lifehacker conducted the third and final installment of its "Big Guessing Game," a public survey compiled by Senior Technology Editor Jake Peterson. The interactive poll invited community members and Apple enthusiasts to weigh in on key questions surrounding Wednesday’s announcement schedule, leadership appearances, potential hardware delays, and event staging. While official details remain closely guarded until the broadcast begins, the survey offers a compelling snapshot of public expectations, enthusiasm, and skepticism ahead of Apple’s major autumn broadcast.
Which Product Will Apple Discuss First?
Apple keynotes are meticulously organized narratives, designed to build momentum from initial software updates and minor peripheral announcements toward the flagship hardware reveals that dominate post-event headlines. According to industry rumors, Wednesday’s showcase will highlight updates across multiple product categories, including new iPhones, next-generation wearables, and potentially redesigned audio equipment.
Among respondents in the Lifehacker survey, a clear majority anticipates that Apple will break from traditional pacing by diving straight into its primary revenue driver. Forty-nine percent of survey participants predicted that Apple will open the event directly with its iPhone presentation. This expectation suggests that readers anticipate a dense schedule where major smartphone innovations, particularly the high-profile foldable iPhone Ultra, require maximum screen time and detailed feature demonstrations.
Meanwhile, 23 percent of respondents believe Apple will stick closer to its classic presentation template by leading with the Apple Watch Series 12. Wearables have historically served as effective icebreakers during fall presentations, establishing health, lifestyle, and design themes before the narrative shifts to heavy computing hardware.
The remaining survey responses were split among peripheral categories. Sixteen percent of readers predicted that Mac hardware would take the opening slot, while 12 percent foresaw new AirPods taking center stage first. Rumors leading up to the event have suggested Apple may be developing next-generation AirPods featuring embedded camera sensors to support spatial audio and environmental awareness.
However, expectations for Mac announcements remain muted among industry analysts. Apple unexpectedly updated its desktop computer line the previous week with sudden announcements regarding the Mac mini and Mac Studio, rendering additional Mac reveals during Wednesday’s showcase far less likely.
Will Former Apple CEO Tim Cook Make an Appearance?
Wednesday’s broadcast represents a momentous symbolic shift in Apple’s executive leadership. This event will be the company’s first major keynote led by a new chief executive officer since 2011, when Tim Cook took the helm following the retirement of co-founder Steve Jobs shortly before the iPhone 4S announcement. With Cook now serving as executive chair and former hardware engineering chief John Ternus assuming the role of CEO, Wednesday’s event marks the official public handoff of presentation duties.
Despite the change in leadership, Apple keynotes routinely feature a wide cast of executives, division heads, and engineering leads to present specific features. Given Cook’s ongoing role as executive chair, survey respondents were sharply divided on whether the former chief executive would appear on camera during the broadcast.
A narrow majority of Lifehacker readers—55 percent—predict that Cook will make a brief appearance during the keynote. Proponents of this view suggest that an on-screen appearance would allow Cook to formally pass the torch to Ternus in a deliberate, ceremonial gesture, reassuring shareholders and long-time customers during a high-profile executive transition.
Conversely, 45 percent of respondents believe Cook will remain entirely off-camera. This contingent argues that Apple’s corporate communications strategy will focus heavily on establishing Ternus as the undisputed leader of the company’s next chapter. Sharing the stage with his predecessor could run the risk of overshadowing Ternus’s debut or muddying the narrative of a fresh corporate era. Whether Apple chooses a collaborative handoff or a standalone presentation for Ternus remains one of the most intriguing non-hardware questions of the day.
When Will Preorders for the Foldable iPhone Ultra Begin?
While the iPhone 18 Pro is expected to represent the core iteration of Apple’s traditional smartphone lineup, the hardware stealing the majority of pre-event attention is the rumored iPhone Ultra. Positioned as Apple’s entry into the foldable smartphone segment, the Ultra is widely expected to showcase advanced flexible display technology, premium chassis materials, and a price tag expected to exceed $2,000.
Given the novel manufacturing processes and high component costs associated with foldable display technology, industry observers have speculated that the iPhone Ultra could face constrained supply or a staggered release schedule relative to standard iPhone models. Lifehacker surveyed readers on when preorders for the ultra-premium device would officially open to consumers.
Despite supply chain uncertainties, a plurality of survey respondents remains optimistic regarding availability. Forty-three percent of participants predicted that Apple will open preorders for the foldable iPhone Ultra within the month, aligning its release timeline alongside the standard flagship lineup.
However, a substantial portion of the audience anticipates manufacturing or distribution delays. Thirty-three percent of respondents believe preorders will not open until October, while 15 percent expect the foldable device to be delayed further into November. A final 9 percent of participants predicted that preorders would not begin until a different month entirely, reflecting expectations of severe yield limitations or a formal delayed rollout strategy similar to past milestone hardware releases like the iPhone X or Apple Vision Pro.
How Long Will Apple’s Keynote Last?
Since shifting from live in-person stage presentations to polished, pre-recorded digital broadcasts, Apple keynotes have evolved into feature-length video productions. Without the unpredictability of live stage demos, the pacing of these broadcasts is tightly calibrated, allowing the company to compress complex technical explanations, cinematic product reels, and executive presentations into concise runtimes.
Nevertheless, balancing multiple product line updates—including standard smartphones, high-end foldables, wearables, and updated audio gear—requires substantial runtime. The Lifehacker poll revealed a strong consensus that Wednesday’s presentation will be substantial.
A majority of readers—51 percent—predict that the broadcast will run between 90 minutes and two hours. This timeframe has historically served as the sweet spot for major autumn product announcements, offering sufficient space to cover secondary device refreshes while leaving ample time for deep dives into flagship hardware architecture, display innovations, and software integrations.
Meanwhile, 41 percent of respondents anticipate a tighter broadcast, predicting a runtime between 60 and 90 minutes. Only 8 percent of participants believe the presentation will stretch beyond the two-hour mark. While extended runtimes are rare in Apple’s modern digital format, a longer presentation could be required if the company plans an unusually deep architectural exploration of its new foldable hardware platform and corresponding software adaptations.
Will New Apple CEO John Ternus Bring Back ‘One More Thing’?
First popularized by Steve Jobs during the late 1990s and 2000s, the phrase "One more thing" became an iconic fixture of Apple keynotes. Jobs frequently used the tagline near the conclusion of a presentation to introduce groundbreaking new products, unexpected hardware redesigns, or pivotal software features, turning the phrase into a hallmark of corporate showmanship.
Under Tim Cook, the phrase was preserved for momentous product reveals, including the original Apple Watch, the iPhone X, and the Apple Vision Pro. As John Ternus prepares to host his first fall event as chief executive, tech enthusiasts are watching to see whether he will embrace this classic presentation trope or establish a distinct rhetorical style.
Lifehacker readers leaned toward tradition, with 61 percent predicting that Ternus will revive "One more thing" during Wednesday’s keynote. For a new CEO, adopting the iconic phrase could serve as a powerful nod to Apple’s heritage, particularly if used to anchor the unveiling of a category-defining device like the foldable iPhone Ultra.
On the other hand, 39 percent of survey respondents believe Ternus will forgo the catchphrase. Detractors suggest that relying on legacy theatricality could feel derivative for a new executive trying to signal a forward-looking vision, especially if the final announcement suffers from widespread pre-event supply leaks.
Whether Ternus embraces classic presentation habits or charts a new course, Wednesday’s keynote will provide the first definitive answers regarding both Apple’s incoming product generation and the leadership style of its new chief executive.
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