IT House reported on August 27 that Apple officially announced that it will hold an autumn new product launch conference on September 9, local time (1 a.m. on September 10, Beijing time), with the theme of “Surprise and shine”.
This will be John Ternus’s first press conference after he officially takes over as Apple CEO on September 1. It is expected to launch a new generation of iPhone 18 Pro/Max and a new Ultra series of folding screen machines. Subsequently, Apple will also launch new products such as iPhone 18 basic version and iPhone 18e next spring.
Based on previous revelations, the iPhone 18 Pro series is expected to be a regular upgrade with almost unchanged appearance. The main highlights include:
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The first A20 Pro chip with 2nm process, improved energy efficiency and performance;
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The rear main camera is expected to be upgraded to a variable aperture lens;
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Using Apple’s self-developed C2 cellular modem;
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The punching area of Smart Island may be reduced;
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New colors;
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Affected by the continued shortage of memory chips, the price may rise significantly compared with the previous generation.
As everyone thought, the absolute protagonist of this conference will be Apple’s first folding screen iPhone. According to various sources, the device adopts a horizontal book-style wide folding design. The outer screen is about 5.5 inches when closed, and the inner screen is about 7.6 inches when unfolded. When unfolded, it is similar to an iPad.
Its body uses a titanium alloy frame and an ultra-thin design, with excellent screen crease control. Due to body thickness limitations, the device may abandon Face ID and instead adopt Touch ID integrated into the power button, and may only be equipped with dual cameras on the rear without a telephoto lens. The starting price of the device is expected to be between US$1,999 and US$2,500 (IT House Note: The current exchange rate is approximately RMB 13,467 to RMB 16,843).
As for Apple Watch, Apple is expected to launch a new generation of Apple Watch Series 12 and Apple Watch Ultra 4, but most of them will be processor upgrades and health sensor updates, with no major changes in appearance design.
In terms of smart home, Apple is likely to launch a new generation of Apple TV 4K, a new version of HomePod mini, and the long-rumored smart home control center (Home Hub) – a smart home control device equipped with a 7-inch screen and supporting FaceTime. In addition, the eighth-generation iPad mini is also expected to be unveiled by then, and may be upgraded to an OLED display.
In terms of software, Apple will announce the official push dates of iOS 27, iPadOS 27, macOS Golden Gate and other system updates at the press conference. The press conference will still be recorded and broadcast, and live broadcast will be provided on Apple’s official website, YouTube and Apple TV.
2026 Apple Autumn New Product Launch Feature
