Apple will unveil its next iPhone lineup, a possible foldable “Ultra,” and its AI-powered Siri tonight as John Ternus leads his first keynote as CEO. Follow live updates here
Apple’s official iPhone buy page is currently showing a “Be right back” message as the company prepares its digital shelves for new products.
Expect the page to go live with the new lineup right as the keynote begins at 9PM.
Apple typically opens preorders on the Friday right after its September keynote, but this year that would land on September 11 – the 25th anniversary of the 9/11 attacks.
Multiple reports suggest Apple will shift the window back a day instead, opening preorders on Saturday, September 12, at the usual early-morning hour, with phones still reaching stores on the standard follow-up Friday, September 18.
It wouldn’t be the first time: Apple made the same one-day adjustment back in 2015, when its keynote also fell on September 9.
Apple hasn’t confirmed this shift itself, so it’s still a projection based on the pattern rather than an official date.
On Wednesday morning, Ternus published only his second-ever post on X – a brief, 14-second clip that gives almost nothing away, just a beam of light hitting an unidentified object.
It fits the pattern he set in his first week as CEO: last week’s staff memo already promised a “phenomenal” launch was coming, and this teaser seems designed to build anticipation without revealing what’s actually being unveiled.
Apple will take the wraps off its next generation of hardware tonight, as John Ternus steps into the spotlight for his first keynote as CEO.
Expect the new iPhone 18 Pro and Pro Max to lead the announcements, with persistent rumors suggesting Apple could also reveal its first foldable iPhone and a debut pair of smart glasses.
An updated Apple Watch 12, new AirPods, and the official unveiling of Apple’s AI-powered Siri will round out the presentation. Live coverage begins below as the event gets underway.
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