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Will Apple Bring Back ‘One More Thing’ Tomorrow? Here’s What CNET Readers Think Will Go Down

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Why This Matters

CNET's cross-brand reader survey ahead of Apple's "Surprise and shine" event captures how much anticipation is riding on two things: a possible first foldable iPhone and the first keynote under new CEO John Ternus, with Tim Cook now executive chairman. Reader expectations — three iPhone models, a Ternus-Cook joint appearance — are a useful barometer of consumer sentiment at a genuine leadership and product transition for Apple.

Key Takeaways

Apple’s “Surprise and shine” event is hours away, and we’re impatiently waiting for the results of our Big Guessing Game that we’ve played for months ahead of Wednesday’s big presentation. Apple could unveil the first foldable iPhone, along with a few surprise devices and features.

The CNET Group’s Big Guessing Game contest was held across CNET, Lifehacker, Mashable, PCMag and ZDNET. There were three rounds of predicting what Apple will unveil this year. Each correct answer earned one chance in a drawing to win the latest Apple Watch that could be announced as early as tomorrow. Before we get into your answers in the final round, here are recaps of the first and second rounds.

We’ll be back after Apple’s announcements to share the final answers and determine the winners.

Over 70% think Apple’s new and former CEOs will appear together

Most (71%) contest participants say we can expect Apple’s new CEO John Ternus and former CEO Tim Cook to appear together at the event.

As of Sept. 1, Ternus is Apple’s CEO after 15 years of Cook’s leadership. Cook has become the company’s executive chairman. Ternus sent a memo to the Apple team thanking Cook and the Apple team for their work and expressing excitement for a “huge launch.” Have we ever seen two of Apple’s CEOs share the stage before?

Cook’s predecessor, Steve Jobs, didn’t appear on stage with him at Apple’s September event in 2011. Ternus and Cook didn’t appear together at Apple’s WWDC event in June, the last before Cook stepped down, but that doesn’t mean we won’t see Ternus and Cook next week.

Three new iPhone models are what readers expect

Half of CNET’s respondents (50%) expect three new iPhone models next week. In round two, 80% of respondents guessed Apple’s first foldable phone would appear at the fall event. We could also see the iPhone 18 Pro and Pro Max models make an appearance next Wednesday. Some analysts don’t expect to see an iPhone 18 base model this year. Apple could be doing a split launch where some additional models from the iPhone 18 series lineup are announced next week and others in 2027.

Guesses indicate the new foldable iPhone could cost close to $2,000

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