6 products we expect at Apple's event

Apple's Sept. 9 keynote is almost here, and it's shaping up to be one of the more consequential events on the company's calendar in recent memory.

Beyond the hardware itself, this will be the first major product launch under new CEO John Ternus, who has taken over for Tim Cook. While Ternus trained under Cook for months, he's been CEO for only eight days. Still, he has already teased what he called a "phenomenal" show in a memo to Apple staff.

Software-wise, the event could be seen as a sink-or-swim moment for Apple, as the company is continues to play catch-up with other Silicon Valley competitors. Apple has yet to deliver on Siri AI since its announcement way back in 2024, and the preview we got at WWDC 2026 was just that, a preview. All indicators, though, point to Siri AI finally launching alongside iOS 27.

Back to hardware. This year's event appears to be narrowly focused on Apple's premium smartphones. Rather than refreshing its entire product catalog at once, Apple looks set to concentrate September's announcements on the iPhone Pro, Apple Watch, and AirPods, while pushing other updates — including new Macs, a revamped Apple TV, and a smarter HomePod — to a separate event later in the year. That, of course, hasn't stopped leaks, supply-chain reports, or beta-code snooping, so we have a fairly detailed preview of what's coming, including Apple's most significant iPhone redesign in years.

Based on that reporting, here's a look at the hardware most likely to take the stage on Sept. 9, along with what's probably being saved for later.

iPhone 18 Pro

Expect Apple's standard Pro model to lead the show, likely featuring a slightly revised Dynamic Island, a more unified back-glass design, and updated internals such as the A20 Pro chip and a new cellular modem. Camera upgrades are also expected to be a focus this year.

iPhone 18 Pro Max

Apple's largest iPhone should follow the same playbook as the Pro, with reports pointing to a bigger battery and a marginally larger, heavier build to accommodate it. Some camera features, including a rumored variable-aperture system, may be reserved for this model alone.

iPhone Ultra (or iPhone Duo?)

Apple's first foldable phone remains the event's biggest question mark — right down to its name. While "iPhone Ultra" has been the working title in most reporting, recent leaks from case manufacturers have floated "iPhone Duo" as a possible alternative.

That naming rumor hasn't gained much traction elsewhere, though. Whatever it's called, expect a book-style foldable with dual displays, Touch ID, and a premium price tag well above the rest of Apple's iPhone lineup. Reports suggest the iPhone Ultra will cost around $2,000 to $2,500, which is a steep price for what is essentially a more portable tablet.

Apple Watch Series 12 & Ultra 4

Apple's mainline smartwatch is expected to stick close to its current design this year, with bigger changes reportedly saved for a future redesign. Look for new colors and band options, along with incremental health and fitness upgrades. Apple's rugged, adventure-focused Watch Ultra should get its usual refresh alongside the Series 12, likely with similar under-the-hood improvements rather than a dramatic overhaul.

If that sounds like a disappointing update, don't fret. The Apple Watch is set for a major redesign — just not this year.

AirPods 5 (maybe camera AirPods too)

Rounding out the lineup, a new generation of AirPods is also expected to debut. The rumored camera-equipped AirPods might not make an appearance, however, and Mark Gurman reports that AirPods 5 will be another iterative update. The lineup is expected to include a base model and a version with active noise cancellation.

However, the camera-equipped AirPod are reportedly in development, with Apple said to be fast-tracking their release. Whatever the case, if they don't appear at the Sept. 9 event, they could be released in October alongside Apple's lineup of non-iPhone products.