Apple is taking an unusual approach heading into its September product season, and the shift arrives alongside a major leadership change. This week the company began selling new versions of the Mac Mini and Mac Studio desktop machines, just as it released a teaser for its upcoming iPhone event scheduled for September 9.
The event carries the tagline “Surprise and Shine,” a fitting description given that launching new Macs and iPhones in the same window is not how Apple usually organizes its fall calendar. The month also marks a significant transition at the top of the company.
A New CEO and an Early Mac Refresh
Apple confirmed that John Ternus is taking over as chief executive on Tuesday, adding to the sense that this September will not follow the company’s typical playbook. Releasing new desktop hardware ahead of an iPhone keynote is a departure from Apple’s normal sequencing, where product categories are usually spotlighted separately.
The company also secured an unexpected win on the payments side. Walmart is beginning to accept Apple Pay at its stores across the United States, expanding the reach of Apple’s contactless payment system to one of the country’s largest retailers.
Clues Hidden in the iPhone Event Teaser
Attention now turns to what Apple plans to reveal in the coming weeks. The announcement artwork has already prompted speculation that the company may have hinted at some of its upcoming features.
The iPhone 18 Pro lineup is rumored to arrive in a light-blue finish, matching the color chosen for the background of the event teaser. The iPhone 18 Pro Max is also rumored to include a camera with a variable aperture that lets in more light, a detail some observers connect to the bright lens flare surrounding Apple’s logo in the promotional image.
There is also speculation about a folding iPhone, which analysts have anticipated for some time. In the teaser art, the lens flare forms a noticeable crease across the center of the Apple logo, a visual element some believe could be a subtle reference to a foldable design.
Apple’s iPhone event is set for September 9, and further details on the new lineup are expected to be revealed then.
