GoKawiilAfter months of leaks and rumors, Apple is set to reveal its fall hardware lineup on Wednesday, Sept. 9, at its Surprise and Shine event. And from everything we know so far, the event will be unlike most others.
For one, this year’s event is a bit sentimental for the Cupertino company. Tim Cook announced in April that he is stepping down from his role as CEO, a job he has held for nearly 15 years after legendary Apple co-founder Steve Jobs stepped down in 2011. John Ternus, the company’s hardware engineering chief, will be stepping into the top role just days before the event.
Apple is also heavily rumored to break with its usual routine by holding off on releasing a base iPhone 18 until next year, meaning only the more expensive Pro models will be revealed in September. That would give another highly anticipated release center stage: the foldable device expected to be called the iPhone Ultra.
We’ll be keeping a close eye on the price tags. Apple raised prices across its computer and home devices this summer, attributing the cost increases to memory chip supply chain issues, largely driven by the AI race. Additional price hikes on Apple Music and Apple TV subscriptions aren’t helping cash-strapped consumers, either.
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New iPhone 18 models, joining the foldable fun
Apple’s iPhone 18 lineup is likely going to look a little different this year. One of the biggest rumors is that Apple is going to do an extended rollout. This September, we expect to see the foldable iPhone Ultra, the 18 Pro and 18 Pro Max, but we likely won’t get the base iPhone 18, iPhone 18E and a possible iPhone Air 2 until spring 2027.
The iPhone Ultra, as Apple’s much-rumored first foldable phone is tentatively named, has a book-style design, according to analyst leaks. Think more Samsung Galaxy Z Fold 8, which opens like a book into a mini tablet — not like an OG 90s flip phone.
But the possible $2,000 price tag means the Ultra likely won’t be a replacement for the base iPhone 18. More likely, it will be more of a luxury option. That may be one reason why a majority of US adults (75%) don’t care about foldable phones, a recent CNET survey found.
We had CNET’s creative director show us what we could expect from the new potential iPhone 18 colors. Jeffrey Hazelwood/CNET
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