Apple to unveil 14 products by early 2027, Bloomberg reports

Apple ↘ 2.51% will hold its "Surprise and Shine" event on Wednesday, September 9, marking new CEO John Ternus's first major product showcase and what Bloomberg's Mark Gurman describes as the start of the company's most ambitious run of new devices in years. Six products are expected to headline the keynote: a foldable iPhone Ultra, the iPhone 18 Pro and iPhone 18 Pro Max, the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5.macrumors+2

The Foldable iPhone Takes Center Stage

The iPhone Ultra, Apple's first foldable phone, is the marquee announcement. Reports point to a book-style design with an approximately 7.7-to-7.8-inch inner display and a roughly 5.3-to-5.5-inch outer cover screen, powered by Apple's A20 Pro chip. The device will use Touch ID on the side button rather than Face ID and feature a dual rear camera system — trade-offs driven by the thinness of the folded body. Pricing is expected to start above $2,000, with higher-storage configurations potentially pushing past $3,000.macdailynews+2

Production, however, remains a concern. Citing supply-chain data from Nikkei Asia, multiple outlets report that daily output stood at only a few hundred units as of late August, far short of the tens of thousands per day needed to meet a target of 8 million to 10 million units this year. Apple's strict quality controls around display flatness and hinge durability, rather than a component shortage, are said to be the bottleneck.theapplepost+1

iPhone 18 Pro, Watches, and AirPods Round Out the Lineup

The iPhone 18 Pro and Pro Max will carry the same A20 Pro chip, a smaller Dynamic Island, and new color options including Dark Cherry and Light Blue. A variable-aperture camera may be exclusive to the Pro Max, and prices are expected to rise, with analysts estimating the 18 Pro could start around $1,199 to $1,399 — a jump driven largely by surging memory costs. The Apple Watch Series 12 and Ultra 4 are expected to bring a faster chip, a continuous heart-rate sensor, and expanded satellite features, though no major design overhaul. AirPods 5 will come in models with and without active noise cancellation.mashable+2

A Bigger Product Wave Ahead

Beyond the September 9 stage, Gurman's reporting outlines up to 14 products Apple plans to ship by early 2027, including an OLED iPad mini, a new iMac with the M6 chip, an Apple Home Hub with a 6-to-7-inch display, updated HomePod mini and Apple TV models, and a redesigned MacBook dubbed the MacBook Ultra featuring an OLED touch screen. Ternus, who officially became CEO on September 1 after Tim Cook's 15-year tenure, has called next week's launch "huge" in an internal memo obtained by 9to5Mac.globalsources+2

The event begins at 10 a.m. Pacific Time at Apple Park, with pre-orders expected to open at midnight Pacific on Saturday, September 12 — shifted from the usual Friday to avoid coinciding with the 25th anniversary of the September 11 attacks.forbes