Ahead of Apple’s “Surprise and shine” event on Wednesday, September 9, reader predictions point to several major reveals, from new iPhone models to an updated smartwatch lineup. Survey responses gathered across multiple tech outlets offer a snapshot of the most anticipated announcements this fall.
One of the biggest storylines involves Apple’s leadership. A majority of respondents, 71%, believe new CEO John Ternus and former CEO Tim Cook will appear together at the event. As of September 1, Ternus became Apple’s chief executive after 15 years under Cook, who has transitioned to the role of executive chairman. Ternus reportedly sent a memo to Apple employees thanking Cook and the wider team while signaling excitement for what he called a “huge launch.”
A shared stage appearance would be notable. Cook’s predecessor, Steve Jobs, did not join him on stage at Apple’s September 2011 event. Ternus and Cook also did not appear together at June’s WWDC, the last major event before the leadership handoff.
iPhone Lineup and a Possible Foldable
Half of respondents (50%) expect three new iPhone models to debut. Earlier polling showed 80% anticipated Apple’s first foldable phone would arrive at the fall event, alongside the iPhone 18 Pro and Pro Max. Some analysts do not expect a base iPhone 18 model this year, pointing to the possibility of a split launch in which certain models arrive now and others follow in 2027.
Pricing for the rumored foldable iPhone remains a key question. Reader guesses averaged EUR 1,589, but analysts project a price between EUR 1,721 and EUR 2,151. A TrendForce report suggests the device could start between EUR 1,806 and EUR 1,978, citing a RAM shortage and rising hardware costs.
Consumer willingness to pay tells a different story. A recent survey found that U.S. adults interested in the foldable are prepared to spend an average of only EUR 672, well below the expected retail figure.
Apple Watch Expectations
Nearly three in four respondents (74%) expect Apple to introduce the Apple Watch Ultra 4, while 26% think it will not appear. Reports indicate the new watch could bring updated health and fitness features and a faster chip, though the design is expected to stay largely the same. Apple may also reveal the Apple Watch Series 12 with a familiar design and biometric authentication.
For context, both the Apple Watch Ultra 3 and Apple Watch Series 11 launched last September. The Ultra 2 arrived in 2023, with no new Ultra model released in 2024.
Among all predictions, readers most often pointed to the foldable iPhone as Apple’s likely “One More Thing” moment at the event, which takes place Wednesday, September 9.
