Abstract:
Apple has spent much of the past 15 years refining its existing product line and rolling out services to generate more recurring revenue. During this period, a few new device categories such as Apple Watch and AirPods also appeared, but Apple did not continuously launch new product concepts.
This situation is about to change, and the starting point is next week’s “Surprise and Shine” event that Apple will hold on September 9. New CEO John Ternus will take the stage to launch the latest iPhone and Apple Watch, but this is just the beginning. Apple is about to launch the largest wave of device releases in the company's history, launching a series of new product forms in 2026, 2027 and beyond, and entering multiple new product areas.
For the past five years, Apple has been preparing for this series of products, and Ternus has also preached that a new era of innovation is about to begin. "I'm beyond excited to think about what we have in store next week," he wrote in a letter to employees on Tuesday. "We have a big launch event next week that is sure to be exciting. I'm equally excited about what lies ahead, including the amazing products already in development and those we haven't even imagined yet."
Although these products were conceived and developed under Apple's CEO, Tim Cook, they are largely the product of a team led by Ternus. Cook's decision to put Ternus in charge of launching these products also highlights that Apple is entering the next stage. This is why Apple arranged the CEO handover on September 1st - letting Ternus officially take the helm a few days before the launch, and let him personally release the products he had previously overseen the development of.
Here are the many products Apple is developing for the future. (Of course, in many cases, Apple's plans and timelines could still change, and some devices could be delayed or even canceled outright.) An Apple spokesperson declined to comment.
The appearance of Apple's first folding screen mobile phone will be similar to Samsung Z Fold8.
Products worth looking forward to on September 9 and from late 2026 to early 2027:
Folding screen iPhone:
The highlight of this year's product launch will be a foldable screen smartphone, which many people within Apple call iPhone Ultra. The phone will be equipped with a large internal screen and a smaller external screen, and will be about the size of a passport when folded. The main configuration and features include the A20 Pro chip, Apple's self-developed C2 modem, two dark and light colors, main camera and ultra-wide-angle camera (not equipped with a telephoto lens), Touch ID, split-screen multitasking function, advanced hinge design, and screen creases that are significantly less noticeable than previous folding screen devices. The price is expected to be over $2,000.iPhone 18 Pro and Pro Max:
The appearance of the Pro series iPhone will be roughly the same as that of the previous generation models, with the main change being the addition of light blue and dark red colors. Most of the major upgrades are internal, including the A20 Pro processor, Apple's own C2 modem, longer battery life, and an improved vapor chamber cooling system to prevent overheating. The camera will also be upgraded. At least the Pro Max will be equipped with a mechanical variable aperture to more finely adjust the amount of light and control the depth of field.Apple Watch Series 12 and Ultra 4:
Updates to Apple Watch this year will include new colors and ceramic cases for Series 12, as well as new health and fitness features. Upgrades to internal components will provide support for the AI version of Siri assistant. A new feature currently being tested is 24/7 continuous heart rate monitoring, which allows users to continuously monitor their heart rate throughout the day, whether they are exercising or not.AirPods 5:
This product will be an update to the entry-level AirPods, and will be available in two versions: a regular version and a noise-canceling version. This is not the built-in camera, AI-enabled AirPods previously mentioned; the latter has been delayed and will be launched next year.Apple TV set-top box:
The appearance of the new Apple TV is basically the same as that of the existing model, but it will be equipped with a faster chip, making the operating system's interface operation smoother, and supporting Siri AI for the first time. In addition, the remote control will also be adjusted.The first MacBook with touch screen and OLED:
Apple finally decided to enter the field of touch-screen laptops around 2022, and is currently preparing to carry out the largest revision of MacBook Pro in five years. The redesigned model will be equipped with a multi-touch screen, OLED display technology and the "smart island" design on the iPhone, while using a software interface more suitable for touch operations. This MacBook Pro will be available in 14-inch and 16-inch sizes, and will be equipped with the M5 Pro and M5 Max processors released in March this year.
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